Hape vs LEGO:Which is searched more?
In September 2026, LEGO had more branded searches than Hape among toy brands worldwide. LEGO had about 11.1 million branded searches, while Hape had 40,500. LEGO made up 74.4% of all toy brand searches we track, and Hape accounted for 0.27%. These are worldwide searches for English-language branded terms.
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Is Hape or LEGO more popular in search?
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 searches by month for LEGO, Hape. The figures are in the table below the chart.
View monthly share of searches table
| Month | LEGO | Barbie | Playmobil | VTech | Fisher-Price | MAGNA-TILES | Hasbro | Melissa & Doug | Spin Master | Hape | Learning Resources |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.5% | 14.2% | 6.4% | 2.2% | 1.9% | 1.9% | 1.3% | 0.86% | 0.38% | 0.31% | 0.05% |
| Nov 2025 | 74.3% | 10% | 6.7% | 1.8% | 2% | 2.5% | 0.9% | 1.1% | 0.27% | 0.27% | 0.08% |
| Dec 2025 | 76.7% | 10.3% | 5.6% | 1.5% | 1.7% | 2.1% | 0.76% | 0.76% | 0.28% | 0.23% | 0.05% |
| Jan 2026 | 79.3% | 10.7% | 3.9% | 1.4% | 1.4% | 1.2% | 0.96% | 0.53% | 0.29% | 0.24% | 0.03% |
| Feb 2026 | 74.9% | 12.3% | 5.6% | 1.6% | 1.4% | 1.7% | 1.4% | 0.61% | 0.33% | 0.27% | 0.08% |
| Mar 2026 | 72.5% | 14.6% | 5.4% | 1.6% | 1.6% | 1.6% | 1.3% | 0.72% | 0.32% | 0.32% | 0.04% |
| Apr 2026 | 72.8% | 14.7% | 5.4% | 1.6% | 1.6% | 1.3% | 1.3% | 0.6% | 0.32% | 0.32% | 0.04% |
| May 2026 | 75.6% | 12.5% | 4.6% | 1.7% | 1.7% | 1.1% | 1.4% | 0.62% | 0.5% | 0.34% | 0.04% |
| Jun 2026 | 76.2% | 12.6% | 4.6% | 1.5% | 1.4% | 1.1% | 1.4% | 0.62% | 0.28% | 0.28% | 0.04% |
| Jul 2026 | 75.2% | 12.4% | 4.6% | 1.8% | 1.7% | 1.4% | 1.7% | 0.75% | 0.34% | 0.27% | 0.04% |
| Aug 2026 | 74.3% | 12.3% | 5.5% | 1.7% | 1.6% | 1.6% | 1.3% | 0.91% | 0.33% | 0.27% | 0.04% |
| Sep 2026 | 74.4% | 12.3% | 5.5% | 1.7% | 1.6% | 1.6% | 1.3% | 0.91% | 0.33% | 0.27% | 0.05% |
How has the Hape and LEGO comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Hape in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hape’s share of searches among toy brands worldwide moved from 0.31% to 0.27%, and its estimated monthly branded searches moved from 49.5K to 40.5K.
- Across the 12 months ending September 2026, LEGO’s share of searches among toy brands worldwide moved from 70.5% to 74.4%, 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 Hape worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hape’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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