Brandwave

Barbie vs LEGO:Which is more popular?

In September 2026, LEGO had more branded searches than Barbie among toy brands in New Zealand. LEGO had about 80,400 branded searches, while Barbie had 19,700. LEGO made up 64.5% of all toy brand searches we track, and Barbie accounted for 15.8%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in three of the five answers and Barbie in none.

Among toy brands in New Zealand in September 2026

Who do people search for more?

LEGO, about 4 searches for every 1 for Barbie

LEGO 80.4K searchesBarbie 19.7K searches

Who does AI mention more?

LEGO, mentioned in 3 of 5 answers, Barbie in 0

LEGO in 3 of 5Barbie in 0 of 5

Who does AI recommend more?

LEGO, the only one of the two named

LEGO first in 3Barbie never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LEGO was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Barbie did not appear in any of the five answers.

Most recommended by AI

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

  1. LEGO1st
  2. Melissa & Doug2nd
  3. Playmobil3rd
  4. Fisher-Price4th
  5. Connetix5th
  6. MAGNA-TILES6th
  7. VTech7th
  8. Ravensburger8th
  9. Hot Wheels9th
  10. Barbie–
  11. +2 more

Mentioned by AI

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

  • Melissa & Doug4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LEGO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Connetix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Playmobil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • VTech2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fisher-Price2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAGNA-TILES2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ravensburger2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hot Wheels1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Barbie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about toy brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Barbie or LEGO more popular in search?

This chart shows how often people search Google for Barbie and LEGO by name. Each line represents a brand's share of searches for all 12 toy brands we track, month by month, from searches in New Zealand.

Barbie and LEGO among toy brands in New Zealand, by month

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

View monthly share of searches table
MonthLEGOBarbieHot WheelsConnetixVTechFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & Doug
Oct 202560.7%17.7%9.4%4.6%2.3%1.3%1.2%0.77%0.75%0.5%0.4%0.35%
Nov 202565.7%16%8.1%2.4%2.7%1.3%1.2%0.9%0.66%0.39%0.3%0.33%
Dec 202571.7%12.6%8.1%1.4%2.2%0.98%0.82%0.77%0.57%0.33%0.34%0.23%
Jan 202675%11.7%7.2%0.93%1.6%0.82%0.68%0.65%0.42%0.52%0.31%0.24%
Feb 202671.1%13.8%7.7%1%1.8%1%1.1%0.74%0.72%0.48%0.32%0.21%
Mar 202666.9%16.4%8.5%1.6%1.7%1.1%1.2%0.73%0.71%0.58%0.3%0.28%
Apr 202670.5%13.7%8.4%1.4%1.8%0.95%1%0.67%0.53%0.53%0.33%0.23%
May 202670.5%14.7%7%1.6%1.9%0.88%0.95%0.74%0.6%0.49%0.41%0.23%
Jun 202669.5%15.1%7.8%1.6%1.9%0.85%0.93%0.6%0.6%0.49%0.38%0.23%
Jul 202667.4%14.8%8.5%2.1%2.1%0.95%1%0.77%0.86%0.62%0.51%0.29%
Aug 202669.1%14.7%8.2%1.8%1.9%1%1%0.67%0.66%0.36%0.45%0.25%
Sep 202664.5%15.8%8.8%3.5%2.4%1.1%0.95%0.82%0.8%0.58%0.48%0.27%

How has the Barbie and LEGO comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of Barbie in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Barbie’s share of searches among toy brands in New Zealand moved from 17.7% to 15.8%, and its estimated monthly branded searches moved from 20.7K to 19.7K.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands in New Zealand moved from 60.7% to 64.5%, and its estimated monthly branded searches moved from 71K to 80.4K.

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

2 changes

  1. In September 2026, Barbie gained share of searches among toy brands in New Zealand, from 14.7% to 15.8%.

  2. In September 2026, LEGO lost share of searches among toy brands in New Zealand, from 69.1% to 64.5%.

How are branded searches counted?

27 search terms

Brandwave collects information about searches that people make online using Barbie’s 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.

Barbie

10 branded search terms

  • barbie
  • barbie cars
  • barbie doll house
  • barbie dolls
  • barbie dream house
  • barbie house
  • barbie movies
  • barbie pauper
  • barbie set
  • barbie toy

LEGO

17 branded search terms

  • ideas lego
  • lego
  • lego batman
  • lego city
  • lego flowers
  • lego friends
  • lego minifigures
  • lego ninjago
  • lego sale
  • lego set
  • lego speed champions
  • lego star wars
  • lego stores
  • lego technic
  • lego toy
  • pokemon lego
  • stranger things 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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