Brandwave

LEGO vs MAGNA-TILES:Which is more popular?

In September 2026, LEGO had more branded searches than MAGNA-TILES among toy brands worldwide. LEGO had about 11.1 million branded searches, while MAGNA-TILES had 246,000. LEGO made up 74.4% of all toy brand searches we track, and MAGNA-TILES accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in three of the four answers and MAGNA-TILES in two. LEGO was mentioned before MAGNA-TILES in three out of four answers.

Among toy brands worldwide in September 2026

Who do people search for more?

LEGO, about 45 searches for every 1 for MAGNA-TILES

LEGO 11.1M searchesMAGNA-TILES 246K searches

Who does AI mention more?

LEGO, mentioned in 3 of 4 answers, MAGNA-TILES in 2

LEGO in 3 of 4MAGNA-TILES in 2 of 4

Who does AI recommend more?

LEGO, named ahead of MAGNA-TILES in 3 of 4 answers

LEGO first in 3MAGNA-TILES 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. MAGNA-TILES was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. LEGO was listed before MAGNA-TILES 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 LEGO or MAGNA-TILES more popular in search?

This chart shows how often people search Google for LEGO and MAGNA-TILES 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.

LEGO and MAGNA-TILES among toy brands worldwide, by month

Share of searches by month for LEGO, MAGNA-TILES. 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 LEGO and MAGNA-TILES comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of MAGNA-TILES in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, MAGNA-TILES’s share of searches among toy brands worldwide moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 301K to 246K.

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

1 change

  1. MAGNA-TILES’s share of searches among toy brands worldwide has gained ground for 3 months in a row, from 1.1% to 1.6% in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using LEGO’s and MAGNA-TILES’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.

LEGO

1 branded search term

  • lego

MAGNA-TILES

1 branded search term

  • magna tiles

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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