Good Smile Company vs McFarlane:Which is more popular?
In September 2026, Good Smile Company had more branded searches than McFarlane among collectible figure brands worldwide. Good Smile Company had about 110,000 branded searches, while McFarlane had 40,500. Good Smile Company made up 8.8% of all collectible figure brand searches we track, and McFarlane accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about collectible figure brands, Good Smile Company appeared in three of the four answers and McFarlane in one. Good Smile Company was mentioned before McFarlane in two out of three answers.
Who do people search for more?
Good Smile Company, about 3 searches for every 1 for McFarlane
Who does AI mention more?
Good Smile Company, mentioned in 3 of 4 answers, McFarlane in 1
Who does AI recommend more?
Good Smile Company, named ahead of McFarlane in 2 of 3 answers
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Top collectible figure brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Good Smile Company was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. McFarlane was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Good Smile Company was listed before McFarlane in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Good Smile Company1st
Hot Toys2nd
Funko3rd
NECA4th
McFarlane5th- Kotobukiya6th
Sideshow–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Funko3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Good Smile Company3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Hot Toys2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- NECA1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Sideshow1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Kotobukiya1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- McFarlane1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about collectible figure brands
4 answers
Asked ChatGPT
“Which collectible figure brand should I buy?”
Asked ChatGPT
“What are the best collectible figure brands?”
Asked ChatGPT
“What's the best collectible figure brand for display shelves?”
Searched Google, AI Overview
“collectible figures”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“display figures”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Good Smile Company or McFarlane more popular in search?
This chart shows how often people search Google for Good Smile Company and McFarlane by name. Each line represents a brand's share of searches for all seven collectible figure brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Good Smile Company, McFarlane. The figures are in the table below the chart.
View monthly share of searches table
| Month | Funko | Hot Toys | Good Smile Company | NECA | Sideshow | Kotobukiya | McFarlane |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.1% | 19% | 5.7% | 8.5% | 7% | 3.8% | 3.8% |
| Nov 2025 | 61.8% | 15.2% | 5.6% | 6.8% | 5.6% | 2.5% | 2.5% |
| Dec 2025 | 62.1% | 15.3% | 4.6% | 6.8% | 5.6% | 2.5% | 3.1% |
| Jan 2026 | 54.5% | 19.9% | 4.9% | 6% | 6% | 2.7% | 6% |
| Feb 2026 | 50.9% | 18.6% | 6.9% | 8.4% | 6.9% | 3.8% | 4.6% |
| Mar 2026 | 47.7% | 17.4% | 7.9% | 9.5% | 7.9% | 4.3% | 5.3% |
| Apr 2026 | 42.1% | 23% | 8.5% | 8.5% | 8.5% | 3.8% | 5.7% |
| May 2026 | 46.7% | 20.9% | 7.7% | 7.7% | 7.7% | 4.2% | 5.1% |
| Jun 2026 | 45.2% | 20.2% | 9.1% | 9.1% | 7.4% | 5% | 4.1% |
| Jul 2026 | 40.5% | 22.2% | 8.1% | 9.9% | 8.1% | 6.7% | 4.5% |
| Aug 2026 | 42% | 28.1% | 8.4% | 6.9% | 6.9% | 3.8% | 3.8% |
| Sep 2026 | 44.2% | 24.2% | 8.8% | 7.3% | 7.3% | 4.9% | 3.3% |
How has the Good Smile Company and McFarlane comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: McFarlane took it in January 2026, Good Smile Company took it in February 2026.
- Across the 12 months ending September 2026, Good Smile Company’s share of searches among collectible figure brands worldwide moved from 5.7% to 8.8%, and its estimated monthly branded searches moved from 74K to 110K.
- Across the 12 months ending September 2026, McFarlane’s share of searches among collectible figure brands worldwide moved from 3.8% to 3.3%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
How did search popularity change for collectible figure brands worldwide in September 2026?
2 changes
In September 2026, McFarlane lost share of searches among collectible figure brands worldwide, from 3.8% to 3.3%.
Estimated monthly branded searches for Good Smile Company worldwide rose 48.6% over 12 measured months, from 74K to 110K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Good Smile Company’s and McFarlane’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.
Good Smile Company
1 branded search term
- good smile company
McFarlane
1 branded search term
- mcfarlane
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