Brandwave

LEGO vs Sluban:Which is more popular?

In October 2026, LEGO had more branded searches than Sluban among building block toy brands worldwide. LEGO had about 11.1 million branded searches, while Sluban had 18,100. LEGO made up 92.9% of all building block toy brand searches we track, and Sluban accounted for 0.15%. When we asked ChatGPT and Google AI Overviews about building block toy brands, LEGO appeared in all four answers and Sluban in none.

Among building block toy brands worldwide in October 2026

Who do people search for more?

LEGO, about 613 searches for every 1 for Sluban

LEGO 11.1M searchesSluban 18.1K searches

Who does AI mention more?

LEGO, mentioned in every answer we collected

LEGO in 4 of 4Sluban in 0 of 4

Who does AI recommend more?

LEGO, the only one of the two named

LEGO first in 4Sluban never named

Follow LEGO vs Sluban and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top building block toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, LEGO appeared in all four answers. Sluban did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LEGO1st
  2. CaDA2nd
  3. Mega3rd
  4. BlueBrixx4th
  5. K'NEX5th
  6. COBI5th
  7. Brickmania–
  8. Sluban–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • LEGO4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Mega3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • CaDA3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • COBI2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • BlueBrixx1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • K'NEX1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brickmania0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sluban0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about building block toy brands

4 answers

  • Asked ChatGPT

    “What are the best LEGO alternatives?”

    1. 1LEGO
    2. 2CaDA
    3. 3BlueBrixx
    4. 4Mega
    5. 5COBI

  • Asked ChatGPT

    “Which building block sets are best for kids?”

    1. 1LEGO
    2. 2Mega

  • Asked ChatGPT

    “What are the best building block sets for adults?”

    1. 1LEGO
    2. 2CaDA

  • Searched Google, AI Overview

    “building blocks”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “lego alternatives”

    1. 1LEGO
    2. 2CaDA
    3. 3Mega
    4. 4K'NEX
    5. 5COBI

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 27, 2026.

Is LEGO or Sluban more popular in search?

This chart shows how often people search Google for LEGO and Sluban by name. Each line represents a brand's share of searches for all eight building block toy brands we track, month by month, from English-language searches worldwide.

LEGO and Sluban among building block toy brands worldwide, by month

Share of searches by month for LEGO, Sluban. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBlueBrixxMegaK'NEXCaDABrickmaniaCOBISluban
Nov 202592.8%4.6%1.1%0.75%0.22%0.28%0.13%0.12%
Dec 202594.4%3.1%1.1%0.62%0.34%0.19%0.12%0.13%
Jan 202694.8%2.6%1.2%0.52%0.42%0.23%0.12%0.13%
Feb 202694.1%3.1%1.1%0.63%0.39%0.34%0.15%0.13%
Mar 202693.2%3.8%1.1%0.76%0.47%0.34%0.14%0.15%
Apr 202694%3.1%1.1%0.63%0.48%0.34%0.16%0.13%
May 202694.9%2.6%0.93%0.63%0.39%0.28%0.14%0.15%
Jun 202694.5%3.1%0.96%0.51%0.39%0.28%0.13%0.13%
Jul 202695.1%2.1%1.1%0.63%0.39%0.35%0.14%0.16%
Aug 202694.4%2.6%1.3%0.63%0.48%0.28%0.16%0.15%
Sep 202694.2%3.1%1.1%0.63%0.39%0.28%0.13%0.15%
Oct 202692.9%3.8%1.3%0.92%0.47%0.34%0.16%0.15%

How has branded search for LEGO and Sluban changed worldwide over the last 12 months?

3 findings
  • LEGO was ahead of Sluban in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, LEGO’s share of searches among building block toy brands worldwide moved from 92.8% to 92.9%, and its estimated monthly branded searches moved from 16.6M to 11.1M.
  • Across the 12 months ending October 2026, Sluban’s share of searches among building block toy brands worldwide moved from 0.12% to 0.15%, and its estimated monthly branded searches moved from 22.2K to 18.1K.

How did search popularity change for building block toy brands worldwide in October 2026?

2 changes

  1. In October 2026, LEGO lost share of searches among building block toy brands worldwide, from 94.2% to 92.9%.

  2. In October 2026, Sluban fell from 7th to 8th among building block toy brands worldwide.

How are LEGO’s and Sluban’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using LEGO’s and Sluban’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

Sluban

1 branded search term

  • sluban

How the Brand Demand Index is measured

Other head-to-heads among building block toy brands

Creator with pink hair and a pink jacket

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.

Start free