--- title: "Hape vs LEGO: Which is searched more?" description: "Is Hape or LEGO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/hape-vs-lego" publisher: "Brandwave" --- # Hape vs LEGO: Which is searched more? Is Hape or LEGO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set worldwide. 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. ## Key facts - **Compared**: Hape and LEGO - **Competitive set**: Toy brands - **Market**: Global - **Month measured**: Sep 2026 - **Hape Share of Search**: 0.27% - **LEGO Share of Search**: 74.4% ## Is Hape or LEGO more popular in search? - 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%. - 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. ## Top toy brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, LEGO was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Hape was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. LEGO was listed before Hape in every answer that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Melissa & Doug | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | LEGO | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Fisher-Price | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Playmobil | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | MAGNA-TILES | 5th | 1 of 3 | 1 of 1 | 2 of 4 | | Learning Resources | 6th | 1 of 3 | 1 of 1 | 2 of 4 | | Hape | 7th | 2 of 3 | 0 of 1 | 2 of 4 | | Barbie | 8th | 1 of 3 | 0 of 1 | 1 of 4 | | Hasbro | 9th | 1 of 3 | 0 of 1 | 1 of 4 | | VTech | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Spin Master | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about toy brands - Asked ChatGPT "Which toy brand should I buy?": 1. LEGO, 2. Melissa & Doug, 3. Playmobil, 4. Fisher-Price - Asked ChatGPT "What are the best toy brands?": 1. LEGO, 2. Melissa & Doug, 3. Playmobil, 4. MAGNA-TILES, 5. Fisher-Price, 6. Barbie, 7. Hape, 8. Hasbro, 9. Learning Resources - Asked ChatGPT "What's the best toy brand for young children?": 1. LEGO, 2. Melissa & Doug, 3. Fisher-Price, 4. Hape - Searched Google, AI Overview "educational toy brand": 1. Melissa & Doug, 2. Learning Resources, 3. MAGNA-TILES Not named in any answer: VTech and Spin Master. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for toy brands worldwide in September 2026? - Estimated monthly branded searches for Hape worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026. ## Month by month | Month | Hape estimated searches | Hape Share of Search | Hape rank | LEGO estimated searches | LEGO Share of Search | LEGO rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 49.5K | 0.31% | 10 | 11.1M | 70.5% | 1 | | Nov 2025 | 60.5K | 0.27% | 9 | 16.6M | 74.3% | 1 | | Dec 2025 | 60.5K | 0.23% | 10 | 20.4M | 76.7% | 1 | | Jan 2026 | 49.5K | 0.24% | 10 | 16.6M | 79.3% | 1 | | Feb 2026 | 40.5K | 0.27% | 10 | 11.1M | 74.9% | 1 | | Mar 2026 | 49.5K | 0.32% | 9 | 11.1M | 72.5% | 1 | | Apr 2026 | 49.5K | 0.32% | 9 | 11.1M | 72.8% | 1 | | May 2026 | 49.5K | 0.34% | 10 | 11.1M | 75.6% | 1 | | Jun 2026 | 40.5K | 0.28% | 9 | 11.1M | 76.2% | 1 | | Jul 2026 | 40.5K | 0.27% | 10 | 11.1M | 75.2% | 1 | | Aug 2026 | 40.5K | 0.27% | 10 | 11.1M | 74.3% | 1 | | Sep 2026 | 40.5K | 0.27% | 10 | 11.1M | 74.4% | 1 | ## How each brand is measured 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. - **Hape**: Measured on the search term “hape”. - **LEGO**: Measured on the search term “lego”. - [Hape profile](/demand/global-en/brands/hape) - [LEGO profile](/demand/global-en/brands/lego) - [All toy brands worldwide](/demand/global-en/categories/toy-brands): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hape or LEGO more popular in search? 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%. ## Cite this page Brandwave. "Hape vs LEGO: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hape-vs-lego This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hape-vs-lego. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.