--- title: "Hot Toys vs MAFEX: Which is searched more?" description: "Is Hot Toys or MAFEX more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Action figure 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/hot-toys-vs-mafex" publisher: "Brandwave" --- # Hot Toys vs MAFEX: Which is searched more? Is Hot Toys or MAFEX more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Action figure 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**: Hot Toys and MAFEX - **Competitive set**: Action figure brands - **Market**: Global - **Month measured**: Sep 2026 - **Hot Toys Share of Search**: 9% - **MAFEX Share of Search**: 1.2% ## Is Hot Toys or MAFEX more popular in search? - In September 2026, Hot Toys had more branded searches than MAFEX among action figure brands worldwide. Hot Toys had about 301,000 branded searches, while MAFEX had 40,500. Hot Toys made up 9% of all action figure brand searches we track, and MAFEX accounted for 1.2%. - Hot Toys was ahead of MAFEX in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hot Toys’ share of searches among action figure brands worldwide moved from 6.6% to 9%, and its estimated monthly branded searches moved from 246K to 301K. - Across the 12 months ending September 2026, MAFEX’s share of searches among action figure brands worldwide moved from 0.72% to 1.2%, and its estimated monthly branded searches moved from 27.1K to 40.5K. ## Top action figure brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Hot Toys appeared in all four answers. MAFEX was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hot Toys was listed before MAFEX in every answer. 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 | | --- | --- | --- | --- | --- | | Hasbro | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | NECA | 2nd | 3 of 3 | 1 of 1 | 4 of 4 | | McFarlane | 3rd | 3 of 3 | 1 of 1 | 4 of 4 | | Bandai | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Hot Toys | 5th | 3 of 3 | 1 of 1 | 4 of 4 | | MAFEX | 6th | 2 of 3 | 0 of 1 | 2 of 4 | | Barbie | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Funko | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about action figure brands - Asked ChatGPT "Which action figure brand should I buy?": 1. McFarlane, 2. Hasbro, 3. Bandai, 4. NECA, 5. Hot Toys - Asked ChatGPT "What are the best action figure brands?": 1. Bandai, 2. Hasbro, 3. NECA, 4. Hot Toys, 5. McFarlane, 6. MAFEX - Asked ChatGPT "What's the best action figure brand for collectors?": 1. NECA, 2. McFarlane, 3. Hasbro, 4. Hot Toys, 5. MAFEX - Searched Google, AI Overview "action figures": 1. Hasbro, 2. NECA, 3. McFarlane, 4. Hot Toys Not named in any answer: Barbie and Funko. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for action figure brands worldwide in September 2026? - In September 2026, Hot Toys lost share of searches among action figure brands worldwide, from 10.5% to 9%. - Estimated monthly branded searches for MAFEX worldwide rose 49.4% over 12 measured months, from 27.1K to 40.5K in September 2026. ## Month by month | Month | Hot Toys estimated searches | Hot Toys Share of Search | Hot Toys rank | MAFEX estimated searches | MAFEX Share of Search | MAFEX rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 246K | 6.6% | 3 | 27.1K | 0.72% | 8 | | Nov 2025 | 246K | 6% | 4 | 27.1K | 0.66% | 8 | | Dec 2025 | 246K | 5.4% | 3 | 33.1K | 0.72% | 8 | | Jan 2026 | 301K | 7.5% | 3 | 33.1K | 0.82% | 8 | | Feb 2026 | 201K | 6.4% | 5 | 22.2K | 0.71% | 8 | | Mar 2026 | 201K | 5.5% | 5 | 27.1K | 0.75% | 8 | | Apr 2026 | 246K | 6.9% | 4 | 33.1K | 0.93% | 8 | | May 2026 | 246K | 7.6% | 4 | 33.1K | 1% | 8 | | Jun 2026 | 201K | 6.5% | 5 | 33.1K | 1.1% | 8 | | Jul 2026 | 246K | 7.4% | 5 | 33.1K | 0.99% | 8 | | Aug 2026 | 368K | 10.5% | 4 | 49.5K | 1.4% | 7 | | Sep 2026 | 301K | 9% | 4 | 40.5K | 1.2% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Hot Toys’ and MAFEX’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. - **Hot Toys**: Measured on the search term “hot toys”. - **MAFEX**: Measured on the search term “mafex”. - [Hot Toys profile](/demand/global-en/brands/hot-toys) - [MAFEX profile](/demand/global-en/brands/mafex) - [All action figure brands worldwide](/demand/global-en/categories/action-figure-brands): The set both shares are measured inside, 8 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 Hot Toys or MAFEX more popular in search? In September 2026, Hot Toys had more branded searches than MAFEX among action figure brands worldwide. Hot Toys had about 301,000 branded searches, while MAFEX had 40,500. Hot Toys made up 9% of all action figure brand searches we track, and MAFEX accounted for 1.2%. ## Cite this page Brandwave. "Hot Toys vs MAFEX: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hot-toys-vs-mafex This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hot-toys-vs-mafex. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.