Hasbro vs LEGO:Which is more popular by branded search?
In August 2026, LEGO had more branded searches than Hasbro among toy brands worldwide. LEGO was estimated to have 11.1M branded searches compared to Hasbro’s 201K, and held a 79.3% Share of Search versus Hasbro’s 1.4%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hasbro or LEGO?
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 Search by month for LEGO, Hasbro. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Playmobil | Hasbro | Spin Master | Melissa & Doug |
|---|---|---|---|---|---|---|
| Oct 2025 | 76% | 15.3% | 6.8% | 1.4% | 0.41% | <0.01% |
| Nov 2025 | 80.6% | 10.9% | 7.3% | 0.98% | 0.29% | <0.01% |
| Dec 2025 | 81.9% | 11% | 6% | 0.81% | 0.3% | <0.01% |
| Jan 2026 | 83.3% | 11.2% | 4.1% | 1% | 0.3% | <0.01% |
| Feb 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Mar 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| Apr 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| May 2026 | 80% | 13.2% | 4.8% | 1.4% | 0.53% | <0.01% |
| Jun 2026 | 80.2% | 13.2% | 4.9% | 1.5% | 0.29% | <0.01% |
| Jul 2026 | 79.9% | 13.2% | 4.8% | 1.8% | 0.36% | <0.01% |
| Aug 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the Hasbro and LEGO comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Hasbro in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hasbro’s estimated Share of Search among toy brands worldwide held steady at 1.4%, and its estimated monthly branded searches held steady at 201K.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide moved from 76% to 79.3%, and its estimated monthly branded searches held steady at 11.1M.
How did search popularity change for toy brands worldwide in August 2026?
1 change
In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%.
How each brand is measured
Brandwave collects information about searches that people make online using Hasbro’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.
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.