Brandwave

Hape vs MAGNA-TILES:Which is more popular?

In September 2026, MAGNA-TILES had more branded searches than Hape among toy brands worldwide. MAGNA-TILES had about 246,000 branded searches, while Hape had 40,500. MAGNA-TILES made up 1.6% of all toy brand searches we track, and Hape accounted for 0.27%. When we asked ChatGPT and Google AI Overviews about toy brands, Hape and MAGNA-TILES each appeared in two of the four answers. MAGNA-TILES was mentioned before Hape in two out of three answers that named either.

Among toy brands worldwide in September 2026

Who do people search for more?

MAGNA-TILES, about 6 searches for every 1 for Hape

MAGNA-TILES 246K searchesHape 40.5K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Hape in 2 of 4MAGNA-TILES in 2 of 4

Who does AI recommend more?

MAGNA-TILES, named ahead of Hape in 2 of 3 answers

MAGNA-TILES first in 2Hape first in 1

Follow Hape vs MAGNA-TILES and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one 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. MAGNA-TILES was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. MAGNA-TILES was listed before Hape in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Melissa & Doug1st
  2. LEGO2nd
  3. Fisher-Price3rd
  4. Playmobil4th
  5. MAGNA-TILES5th
  6. Learning Resources6th
  7. Hape7th
  8. Barbie8th
  9. Hasbro9th
  10. VTech–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • LEGO3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fisher-Price3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Playmobil2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAGNA-TILES2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hape2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Learning Resources2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Barbie1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Hasbro1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • VTech0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+1 more

See every answer about toy brands

4 answers

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 19, 2026.

Is Hape or MAGNA-TILES more popular in search?

This chart shows how often people search Google for Hape and MAGNA-TILES by name. Each line represents a brand's share of searches for all 11 toy brands we track, month by month, from English-language searches worldwide.

Hape and MAGNA-TILES among toy brands worldwide, by month

Share of searches by month for MAGNA-TILES, Hape. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbiePlaymobilVTechFisher-PriceMAGNA-TILESHasbroMelissa & DougSpin MasterHapeLearning Resources
Oct 202570.5%14.2%6.4%2.2%1.9%1.9%1.3%0.86%0.38%0.31%0.05%
Nov 202574.3%10%6.7%1.8%2%2.5%0.9%1.1%0.27%0.27%0.08%
Dec 202576.7%10.3%5.6%1.5%1.7%2.1%0.76%0.76%0.28%0.23%0.05%
Jan 202679.3%10.7%3.9%1.4%1.4%1.2%0.96%0.53%0.29%0.24%0.03%
Feb 202674.9%12.3%5.6%1.6%1.4%1.7%1.4%0.61%0.33%0.27%0.08%
Mar 202672.5%14.6%5.4%1.6%1.6%1.6%1.3%0.72%0.32%0.32%0.04%
Apr 202672.8%14.7%5.4%1.6%1.6%1.3%1.3%0.6%0.32%0.32%0.04%
May 202675.6%12.5%4.6%1.7%1.7%1.1%1.4%0.62%0.5%0.34%0.04%
Jun 202676.2%12.6%4.6%1.5%1.4%1.1%1.4%0.62%0.28%0.28%0.04%
Jul 202675.2%12.4%4.6%1.8%1.7%1.4%1.7%0.75%0.34%0.27%0.04%
Aug 202674.3%12.3%5.5%1.7%1.6%1.6%1.3%0.91%0.33%0.27%0.04%
Sep 202674.4%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 MAGNA-TILES comparison changed over the last 12 months?

3 findings
  • MAGNA-TILES 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, MAGNA-TILES’s share of searches among toy brands worldwide moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 301K to 246K.

How did search popularity change for toy brands worldwide in September 2026?

2 changes

  1. MAGNA-TILES’s share of searches among toy brands worldwide has gained ground for 3 months in a row, from 1.1% to 1.6% in September 2026.

  2. 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 MAGNA-TILES’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

1 branded search term

  • hape

MAGNA-TILES

1 branded search term

  • magna tiles

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free