Barbie vs Hasbro:Which is more popular?
In September 2026, Barbie had more branded searches than Hasbro among toy brands in New Zealand. Barbie had about 19,700 branded searches, while Hasbro had 720. Barbie made up 15.8% of all toy brand searches we track, and Hasbro accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about toy brands, neither Barbie nor Hasbro appeared in any of the five answers.
Who do people search for more?
Barbie, about 27 searches for every 1 for Hasbro
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top toy brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Barbie nor Hasbro showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
LEGO1st
Melissa & Doug2nd
Playmobil3rd- Fisher-Price4th
Connetix5th
MAGNA-TILES6th
VTech7th
Ravensburger8th- Hot Wheels9th
- +2 more
Hasbro–
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
- Hasbro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toy brands
5 answers
Asked ChatGPT
“Which toy brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best toy brands in New Zealand?”
Asked ChatGPT
“What's the best toy brand in New Zealand for children of different ages?”
Searched Google, AI Overview
“educational toys nz”
Searched Google, AI Overview
“christmas toys nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Barbie or Hasbro more popular in search?
This chart shows how often people search Google for Barbie and Hasbro 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.
Share of searches by month for Barbie, Hasbro. The figures are in the table below the chart.
View monthly share of searches table
| Month | LEGO | Barbie | Hot Wheels | Connetix | VTech | Fisher-Price | Playmobil | Nerf | MAGNA-TILES | Hasbro | Ravensburger | Melissa & Doug |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 60.7% | 17.7% | 9.4% | 4.6% | 2.3% | 1.3% | 1.2% | 0.77% | 0.75% | 0.5% | 0.4% | 0.35% |
| Nov 2025 | 65.7% | 16% | 8.1% | 2.4% | 2.7% | 1.3% | 1.2% | 0.9% | 0.66% | 0.39% | 0.3% | 0.33% |
| Dec 2025 | 71.7% | 12.6% | 8.1% | 1.4% | 2.2% | 0.98% | 0.82% | 0.77% | 0.57% | 0.33% | 0.34% | 0.23% |
| Jan 2026 | 75% | 11.7% | 7.2% | 0.93% | 1.6% | 0.82% | 0.68% | 0.65% | 0.42% | 0.52% | 0.31% | 0.24% |
| Feb 2026 | 71.1% | 13.8% | 7.7% | 1% | 1.8% | 1% | 1.1% | 0.74% | 0.72% | 0.48% | 0.32% | 0.21% |
| Mar 2026 | 66.9% | 16.4% | 8.5% | 1.6% | 1.7% | 1.1% | 1.2% | 0.73% | 0.71% | 0.58% | 0.3% | 0.28% |
| Apr 2026 | 70.5% | 13.7% | 8.4% | 1.4% | 1.8% | 0.95% | 1% | 0.67% | 0.53% | 0.53% | 0.33% | 0.23% |
| May 2026 | 70.5% | 14.7% | 7% | 1.6% | 1.9% | 0.88% | 0.95% | 0.74% | 0.6% | 0.49% | 0.41% | 0.23% |
| Jun 2026 | 69.5% | 15.1% | 7.8% | 1.6% | 1.9% | 0.85% | 0.93% | 0.6% | 0.6% | 0.49% | 0.38% | 0.23% |
| Jul 2026 | 67.4% | 14.8% | 8.5% | 2.1% | 2.1% | 0.95% | 1% | 0.77% | 0.86% | 0.62% | 0.51% | 0.29% |
| Aug 2026 | 69.1% | 14.7% | 8.2% | 1.8% | 1.9% | 1% | 1% | 0.67% | 0.66% | 0.36% | 0.45% | 0.25% |
| Sep 2026 | 64.5% | 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 Hasbro comparison changed over the last 12 months?
3 findings
- Barbie was ahead of Hasbro 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, Hasbro’s share of searches among toy brands in New Zealand moved from 0.5% to 0.58%, and its estimated monthly branded searches moved from 590 to 720.
How did search popularity change for New Zealand toy brands in September 2026?
2 changes
In September 2026, Barbie gained share of searches among toy brands in New Zealand, from 14.7% to 15.8%.
In September 2026, Hasbro rose from 11th to 10th among toy brands in New Zealand.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Barbie’s and Hasbro’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.
Other head-to-heads among toy brands
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