Brandwave

Hape vs Spin Master:Which is more popular?

In September 2026, Spin Master had more branded searches than Hape among toy brands worldwide. Spin Master had about 49,500 branded searches, while Hape had 40,500. Spin Master made up 0.33% 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 appeared in two of the four answers and Spin Master in none.

Among toy brands worldwide in September 2026

Who do people search for more?

Spin Master, about 22% more searches than Hape

Spin Master 49.5K searchesHape 40.5K searches

Who does AI mention more?

Hape, mentioned in 2 of 4 answers, Spin Master in 0

Hape in 2 of 4Spin Master in 0 of 4

Who does AI recommend more?

Hape, the only one of the two named

Hape first in 2Spin Master never named

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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. Spin Master did not appear in any of the four answers.

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. +1 more
  11. Spin Master–

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
  • Spin Master0 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 Spin Master more popular in search?

This chart shows how often people search Google for Hape and Spin Master 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 Spin Master among toy brands worldwide, by month

Share of searches by month for Spin Master, 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 Spin Master comparison changed over the last 12 months?

3 findings
  • Spin Master 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, Spin Master’s share of searches among toy brands worldwide moved from 0.38% to 0.33%, and its estimated monthly branded searches moved from 60.5K to 49.5K.

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

2 changes

  1. Estimated monthly branded searches for Hape worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

  2. Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 12 measured months, from 60.5K to 49.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hape’s and Spin Master’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

Spin Master

1 branded search term

  • spin master

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

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