BlueBrixx vs LEGO:Which is more popular?
In October 2026, LEGO had more branded searches than BlueBrixx among building block toy brands worldwide. LEGO had about 11.1 million branded searches, while BlueBrixx had 450,000. LEGO made up 92.9% of all building block toy brand searches we track, and BlueBrixx accounted for 3.8%. When we asked ChatGPT and Google AI Overviews about building block toy brands, LEGO appeared in all four answers and BlueBrixx in one. LEGO was mentioned before BlueBrixx in every answer.
Who do people search for more?
LEGO, about 25 searches for every 1 for BlueBrixx
Who does AI mention more?
LEGO, mentioned in every answer we collected
Who does AI recommend more?
LEGO, named ahead of BlueBrixx in every answer
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Top building block toy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, LEGO appeared in all four answers. BlueBrixx was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. LEGO was listed before BlueBrixx in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- LEGO4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Mega3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
CaDA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
COBI2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
BlueBrixx1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
K'NEX1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Brickmania0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Sluban0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about building block toy brands
4 answers
Asked ChatGPT
“What are the best LEGO alternatives?”
Asked ChatGPT
“Which building block sets are best for kids?”
Asked ChatGPT
“What are the best building block sets for adults?”
Searched Google, AI Overview
“building blocks”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“lego alternatives”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 27, 2026.
Is BlueBrixx or LEGO more popular in search?
This chart shows how often people search Google for BlueBrixx and LEGO by name. Each line represents a brand's share of searches for all eight building block toy brands we track, month by month, from English-language searches worldwide.
Share of searches by month for LEGO, BlueBrixx. The figures are in the table below the chart.
View monthly share of searches table
| Month | LEGO | BlueBrixx | Mega | K'NEX | CaDA | Brickmania | COBI | Sluban |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 92.8% | 4.6% | 1.1% | 0.75% | 0.22% | 0.28% | 0.13% | 0.12% |
| Dec 2025 | 94.4% | 3.1% | 1.1% | 0.62% | 0.34% | 0.19% | 0.12% | 0.13% |
| Jan 2026 | 94.8% | 2.6% | 1.2% | 0.52% | 0.42% | 0.23% | 0.12% | 0.13% |
| Feb 2026 | 94.1% | 3.1% | 1.1% | 0.63% | 0.39% | 0.34% | 0.15% | 0.13% |
| Mar 2026 | 93.2% | 3.8% | 1.1% | 0.76% | 0.47% | 0.34% | 0.14% | 0.15% |
| Apr 2026 | 94% | 3.1% | 1.1% | 0.63% | 0.48% | 0.34% | 0.16% | 0.13% |
| May 2026 | 94.9% | 2.6% | 0.93% | 0.63% | 0.39% | 0.28% | 0.14% | 0.15% |
| Jun 2026 | 94.5% | 3.1% | 0.96% | 0.51% | 0.39% | 0.28% | 0.13% | 0.13% |
| Jul 2026 | 95.1% | 2.1% | 1.1% | 0.63% | 0.39% | 0.35% | 0.14% | 0.16% |
| Aug 2026 | 94.4% | 2.6% | 1.3% | 0.63% | 0.48% | 0.28% | 0.16% | 0.15% |
| Sep 2026 | 94.2% | 3.1% | 1.1% | 0.63% | 0.39% | 0.28% | 0.13% | 0.15% |
| Oct 2026 | 92.9% | 3.8% | 1.3% | 0.92% | 0.47% | 0.34% | 0.16% | 0.15% |
How has branded search for BlueBrixx and LEGO changed worldwide over the last 12 months?
3 findings
- LEGO was ahead of BlueBrixx in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, BlueBrixx’s share of searches among building block toy brands worldwide moved from 4.6% to 3.8%, and its estimated monthly branded searches moved from 823K to 450K.
- Across the 12 months ending October 2026, LEGO’s share of searches among building block toy brands worldwide moved from 92.8% to 92.9%, and its estimated monthly branded searches moved from 16.6M to 11.1M.
How did search popularity change for building block toy brands worldwide in October 2026?
2 changes
In October 2026, BlueBrixx gained share of searches among building block toy brands worldwide, from 3.1% to 3.8%.
In October 2026, LEGO lost share of searches among building block toy brands worldwide, from 94.2% to 92.9%.
How are BlueBrixx’s and LEGO’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using BlueBrixx’s and LEGO’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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