Brandwave

Learning Resources vs LEGO:Which is more popular?

In September 2026, LEGO had more branded searches than Learning Resources among toy brands worldwide. LEGO had about 11.1 million branded searches, while Learning Resources had 8,100. LEGO made up 74.4% of all toy brand searches we track, and Learning Resources accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in three of the four answers and Learning Resources in two. LEGO was mentioned before Learning Resources in three out of four answers.

Among toy brands worldwide in September 2026

Who do people search for more?

LEGO, about 1370 searches for every 1 for Learning Resources

LEGO 11.1M searchesLearning Resources 8.1K searches

Who does AI mention more?

LEGO, mentioned in 3 of 4 answers, Learning Resources in 2

LEGO in 3 of 4Learning Resources in 2 of 4

Who does AI recommend more?

LEGO, named ahead of Learning Resources in 3 of 4 answers

LEGO first in 3Learning Resources first in 1

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, LEGO was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Learning Resources was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. LEGO was listed before Learning Resources in three out of 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. 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 Learning Resources or LEGO more popular in search?

This chart shows how often people search Google for Learning Resources and LEGO 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.

Learning Resources and LEGO among toy brands worldwide, by month

Share of searches by month for LEGO, Learning Resources. 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 Learning Resources and LEGO comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of Learning Resources in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Learning Resources’ share of searches among toy brands worldwide held steady at 0.05%, and its estimated monthly branded searches held steady at 8.1K.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands worldwide moved from 70.5% to 74.4%, and its estimated monthly branded searches held steady at 11.1M.

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

0 changes

Neither Learning Resources nor LEGO moved beyond provider rounding among toy brands in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Learning Resources’ 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.

Learning Resources

1 branded search term

  • learning resources toys

LEGO

1 branded search term

  • lego

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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