Updated 2026-10-30
The Fad Index
A weekly measure of what is rising and falling in toys and cards. Interest comes from public Wikipedia pageviews; the price premium is added only when a permitted comps source is available. Method and limits are on the methodology page.
| # | Subject | Category | Stage | Peak | Now vs peak | 90-day |
|---|---|---|---|---|---|---|
| 1 | Chiikawa | Plush | At high | 2026-09 | 0% | +126% |
| 2 | NeeDoh | Squishy toys | New | 2026-08 | -20% | +55% |
| 3 | Transformers | Action figures | At high | 2023-06 | -61% | +35% |
| 4 | Bakugan | Battle toys | Rising | 2025-10 | -31% | +21% |
| 5 | Action figure | Action figures | Rising | 2023-11 | -38% | +18% |
| 6 | Yu-Gi-Oh! Trading Card Game | Trading cards | At high | 2023-01 | -36% | +12% |
| 7 | My Little Pony | Dolls | Holding | 2025-03 | -57% | +10% |
| 8 | Disney Lorcana | Trading cards | Holding | 2024-08 | -57% | +9% |
| 9 | Nerf | Outdoor | At high | 2023-01 | -41% | +9% |
| 10 | Play-Doh | Creative | Holding | 2025-03 | -37% | +9% |
| 11 | Care Bears | Plush | Holding | 2024-10 | -52% | +9% |
| 12 | Skylanders | Electronic toys | Holding | 2025-03 | -31% | +7% |
| 13 | Monster High | Dolls | Holding | 2023-10 | -75% | +5% |
| 14 | Teddy bear | Plush | Holding | 2023-01 | -86% | +5% |
| 15 | Warhammer 40,000 | Tabletop | Holding | 2024-09 | -72% | +3% |
| 16 | Bluey | Licensed | Holding | 2025-03 | -35% | +1% |
| 17 | Lego | Building | Holding | 2023-12 | -52% | +0% |
| 18 | Sonny Angel | Designer toys | Holding | 2025-06 | -77% | -0% |
| 19 | Jellycat | Plush | Holding | 2025-07 | -65% | -0% |
| 20 | Magic: The Gathering | Trading cards | Holding | 2025-06 | -61% | -1% |
| 21 | Barbie | Dolls | Holding | 2023-07 | -98% | -2% |
| 22 | Pokémon Trading Card Game | Trading cards | Holding | 2024-11 | -37% | -3% |
| 23 | Blind box | Collectibles | Holding | 2025-07 | -93% | -6% |
| 24 | Beanie Babies | Plush | Holding | 2023-08 | -82% | -7% |
| 25 | Funko | Collectibles | Holding | 2025-11 | -71% | -8% |
| 26 | Hot Wheels | Vehicles | Holding | 2023-07 | -67% | -9% |
| 27 | Gashapon | Collectibles | Holding | 2025-08 | -57% | -10% |
| 28 | Rubik's Cube | Puzzles | Holding | 2024-01 | -52% | -10% |
| 29 | Hello Kitty | Licensed | Holding | 2024-07 | -76% | -11% |
| 30 | Rainbow High | Dolls | Holding | 2023-12 | -71% | -13% |
| 31 | Fidget spinner | Fidgets | Holding | 2024-01 | -92% | -14% |
| 32 | Mini Brands | Collectibles | Holding | 2023-12 | -83% | -14% |
| 33 | Amiibo | Collectibles | Holding | 2023-05 | -64% | -14% |
| 34 | Tamagotchi | Electronic toys | Cooling | 2025-03 | -36% | -16% |
| 35 | Beyblade | Battle toys | Cooling | 2023-12 | -56% | -17% |
| 36 | L.O.L. Surprise! | Dolls | Cooling | 2024-07 | -55% | -17% |
| 37 | One Piece Card Game | Trading cards | Cooling | 2026-01 | -35% | -18% |
| 38 | Pop Mart | Designer toys | Faded | 2025-07 | -95% | -24% |
| 39 | Squishmallow | Plush | Cooling | 2025-05 | -86% | -25% |
| 40 | Labubu | Designer toys | Faded | 2025-07 | -97% | -41% |
How to read it
Stage is computed from the 12-week slope, not assigned by hand. Now vs peak compares the latest month to the subject's best month on record. A subject can be “Cooling” and still be enormous: Labubu is down more than 98% from its peak and still gets more searches than most toys ever will.
The index measures curiosity, not sales. It is one input into a shop's decision, not a stock tip. We publish the full series as CSV at /data/.