Hot Toys vs McFarlane:Which is searched more?
In August 2026, Hot Toys had more branded searches than McFarlane among collectible figure brands worldwide. Hot Toys was estimated to have 368K branded searches compared to McFarlane’s 49.5K, and held a 30.7% Share of Search versus McFarlane’s 4.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hot Toys or McFarlane?
Compare the collectible figure brands people buy. 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 Hot Toys, McFarlane. The figures are in the table below the chart.
View monthly share of search table
| Month | Hot Toys | McFarlane |
|---|---|---|
| Oct 2025 | 20.2% | 4.1% |
| Nov 2025 | 16.1% | 2.7% |
| Dec 2025 | 16% | 3.2% |
| Jan 2026 | 21% | 6.3% |
| Feb 2026 | 20% | 4.9% |
| Mar 2026 | 18.9% | 5.7% |
| Apr 2026 | 25.2% | 6.2% |
| May 2026 | 22.6% | 5.6% |
| Jun 2026 | 22.2% | 4.5% |
| Jul 2026 | 24.1% | 4.9% |
| Aug 2026 | 30.7% | 4.1% |
| Sep 2026 | — | — |
How has the Hot Toys and McFarlane comparison changed over the last 12 months?
3 findings
- Hot Toys was ahead of McFarlane in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hot Toys’ estimated Share of Search among collectible figure brands worldwide moved from 20.2% to 30.7%, and its estimated monthly branded searches moved from 246K to 368K.
- Across the 11 months ending August 2026, McFarlane’s estimated Share of Search among collectible figure brands worldwide held steady at 4.1%, and its estimated monthly branded searches held steady at 49.5K.
How did search popularity change for collectible figure brands worldwide in August 2026?
2 changes
In August 2026, Hot Toys gained estimated Share of Search among collectible figure brands worldwide, from 24.1% to 30.7%.
In August 2026, McFarlane lost estimated Share of Search among collectible figure brands worldwide, from 4.9% to 4.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Hot Toys’ and McFarlane’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
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