Melissa & Doug vs Schleich:Which is more popular?
In September 2026, Schleich had more branded searches than Melissa & Doug among farm animals brands worldwide. Schleich had about 246,000 branded searches, while Melissa & Doug had 135,000. Schleich made up 16.8% of all farm animals brand searches we track, and Melissa & Doug accounted for 9.3%. When we asked ChatGPT and Google AI Overviews about farm animals brands, Schleich appeared in all five answers and Melissa & Doug in one. Schleich was mentioned before Melissa & Doug in every answer.
Who do people search for more?
Schleich, about 82% more searches than Melissa & Doug
Who does AI mention more?
Schleich, mentioned in every answer we collected
Who does AI recommend more?
Schleich, named ahead of Melissa & Doug in every answer
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Top farm animals brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Schleich appeared in all five answers. Melissa & Doug was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Schleich was listed before Melissa & Doug in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Schleich5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Safari Ltd3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Fisher-Price1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Melissa & Doug1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Playmobil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about farm animals brands
5 answers
Asked ChatGPT
“Which farm animals brand should I buy?”
Asked ChatGPT
“What are the best farm animals brands?”
Asked ChatGPT
“What's the best farm animals brand for a child?”
Searched Google, AI Overview
“farm animal toys”
Searched Google, AI Overview
“farm animal figures”
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 20, 2026.
Is Melissa & Doug or Schleich more popular in search?
This chart shows how often people search Google for Melissa & Doug and Schleich by name. Each line represents a brand's share of searches for all five farm animals brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Schleich, Melissa & Doug. The figures are in the table below the chart.
View monthly share of searches table
| Month | Playmobil | Fisher-Price | Schleich | Melissa & Doug | Safari Ltd |
|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 16.6% | 20.3% | 7.5% | 0.55% |
| Nov 2025 | 54.4% | 16.3% | 19.9% | 8.9% | 0.44% |
| Dec 2025 | 57.4% | 17.2% | 17.2% | 7.7% | 0.46% |
| Jan 2026 | 55.2% | 20.2% | 16.5% | 7.4% | 0.66% |
| Feb 2026 | 60% | 14.7% | 17.9% | 6.6% | 0.72% |
| Mar 2026 | 57.3% | 17.1% | 17.1% | 7.7% | 0.69% |
| Apr 2026 | 58.1% | 17.4% | 17.4% | 6.4% | 0.7% |
| May 2026 | 55.1% | 20.2% | 16.5% | 7.4% | 0.81% |
| Jun 2026 | 57.2% | 17.1% | 17.1% | 7.7% | 0.84% |
| Jul 2026 | 52.4% | 19.1% | 19.1% | 8.6% | 0.77% |
| Aug 2026 | 56.3% | 16.8% | 16.8% | 9.3% | 0.83% |
| Sep 2026 | 56.4% | 16.8% | 16.8% | 9.3% | 0.68% |
How has the Melissa & Doug and Schleich comparison changed over the last 12 months?
3 findings
- Schleich was ahead of Melissa & Doug in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Melissa & Doug’s share of searches among farm animals brands worldwide moved from 7.5% to 9.3%, and its estimated monthly branded searches held steady at 135K.
- Across the 12 months ending September 2026, Schleich’s share of searches among farm animals brands worldwide moved from 20.3% to 16.8%, and its estimated monthly branded searches moved from 368K to 246K.
How did search popularity change for farm animals brands worldwide in September 2026?
2 changes
Melissa & Doug’s share of searches among farm animals brands worldwide has gained ground for 3 months in a row, from 7.7% to 9.3% in September 2026.
Estimated monthly branded searches for Schleich worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Melissa & Doug’s and Schleich’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.
Melissa & Doug
2 branded search terms
- melissa doug
- melissadoug toys
Schleich
1 branded search term
- schleich
Other head-to-heads among farm animals brands
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