LEGO vs Spin Master:Which is more popular by branded search?
In August 2026, LEGO had more branded searches than Spin Master among toy brands worldwide. LEGO was estimated to have 11.1M branded searches compared to Spin Master’s 49.5K, and held a 79.3% Share of Search versus Spin Master’s 0.35%. These are worldwide searches for English-language branded terms.
Follow LEGO vs Spin Master 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
Which is more popular in search, LEGO or Spin Master?
Compare the toy brands shoppers choose between. 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 LEGO, Spin Master. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Playmobil | Hasbro | Spin Master | Melissa & Doug |
|---|---|---|---|---|---|---|
| Oct 2025 | 76% | 15.3% | 6.8% | 1.4% | 0.41% | <0.01% |
| Nov 2025 | 80.6% | 10.9% | 7.3% | 0.98% | 0.29% | <0.01% |
| Dec 2025 | 81.9% | 11% | 6% | 0.81% | 0.3% | <0.01% |
| Jan 2026 | 83.3% | 11.2% | 4.1% | 1% | 0.3% | <0.01% |
| Feb 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Mar 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| Apr 2026 | 77% | 15.5% | 5.7% | 1.4% | 0.34% | <0.01% |
| May 2026 | 80% | 13.2% | 4.8% | 1.4% | 0.53% | <0.01% |
| Jun 2026 | 80.2% | 13.2% | 4.9% | 1.5% | 0.29% | <0.01% |
| Jul 2026 | 79.9% | 13.2% | 4.8% | 1.8% | 0.36% | <0.01% |
| Aug 2026 | 79.3% | 13.1% | 5.9% | 1.4% | 0.35% | <0.01% |
| Sep 2026 | — | — | — | — | — | — |
How has the LEGO and Spin Master comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Spin Master in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands worldwide moved from 76% to 79.3%, and its estimated monthly branded searches held steady at 11.1M.
- Across the 11 months ending August 2026, Spin Master’s estimated Share of Search among toy brands worldwide moved from 0.41% to 0.35%, and its estimated monthly branded searches moved from 60.5K to 49.5K.
How did search popularity change for toy brands worldwide in August 2026?
2 changes
In August 2026, LEGO lost estimated Share of Search among toy brands worldwide, from 79.9% to 79.3%.
Estimated monthly branded searches for Spin Master worldwide fell 18.2% over 11 measured months, from 60.5K to 49.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using LEGO’s and Spin Master’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
Spin Master
1 branded search term
- spin master
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.