Fisher-Price vs LEGO:Which is searched more?
In September 2026, LEGO had more branded searches than Fisher-Price among toy brands worldwide. LEGO was estimated to have 11.1M branded searches compared to Fisher-Price’s 246K, and held a 75.9% Share of Search versus Fisher-Price’s 1.7%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Fisher-Price or LEGO?
Compare the toy brands shoppers choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for LEGO, Fisher-Price. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Playmobil | VTech | Fisher-Price | Hasbro | Melissa & Doug | Spin Master |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.2% | 14.6% | 6.5% | 2.2% | 2% | 1.3% | 0.88% | 0.39% |
| Nov 2025 | 76.5% | 10.3% | 6.9% | 1.9% | 2.1% | 0.93% | 1.1% | 0.28% |
| Dec 2025 | 78.5% | 10.5% | 5.8% | 1.6% | 1.7% | 0.77% | 0.78% | 0.28% |
| Jan 2026 | 80.5% | 10.9% | 4% | 1.4% | 1.5% | 0.97% | 0.54% | 0.29% |
| Feb 2026 | 76.4% | 12.6% | 5.7% | 1.6% | 1.4% | 1.4% | 0.63% | 0.34% |
| Mar 2026 | 73.9% | 14.9% | 5.5% | 1.6% | 1.6% | 1.3% | 0.73% | 0.33% |
| Apr 2026 | 74.1% | 14.9% | 5.5% | 1.6% | 1.6% | 1.3% | 0.61% | 0.33% |
| May 2026 | 76.7% | 12.6% | 4.7% | 1.7% | 1.7% | 1.4% | 0.63% | 0.51% |
| Jun 2026 | 77.3% | 12.7% | 4.7% | 1.6% | 1.4% | 1.4% | 0.63% | 0.28% |
| Jul 2026 | 76.5% | 12.6% | 4.6% | 1.8% | 1.7% | 1.7% | 0.76% | 0.34% |
| Aug 2026 | 75.8% | 12.5% | 5.6% | 1.7% | 1.7% | 1.4% | 0.92% | 0.34% |
| Sep 2026 | 75.9% | 12.5% | 5.6% | 1.7% | 1.7% | 1.4% | 0.93% | 0.34% |
How has the Fisher-Price and LEGO comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Fisher-Price in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fisher-Price’s estimated Share of Search among toy brands worldwide moved from 2% to 1.7%, and its estimated monthly branded searches moved from 301K to 246K.
- Across the 12 months ending September 2026, LEGO’s estimated Share of Search among toy brands worldwide moved from 72.2% to 75.9%, and its estimated monthly branded searches held steady at 11.1M.
How did search popularity change for toy brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Fisher-Price worldwide fell 18.3% over 12 measured months, from 301K to 246K in September 2026.
Other head-to-heads among toy brands
How each brand is measured
Brandwave collects information about searches that people make online using Fisher-Price’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.
Fisher-Price
1 branded search term
- fisher price
LEGO
1 branded search term
- lego
Put your own brand in this comparison
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