Google's 2026 Halloween Trends: Horror Mascots, Viral Toys, and Regional Quirks

Key points

• Buddy the Unicorn from the horror film 'Buddy' is the top trending costume nationally, followed by the squishy toy NeeDoh and Nikki from 'Obsession.'
• Christopher Nolan's 'The Odyssey' and Disney's 'Descendants' franchise also feature prominently in the top 10 national rankings.
• Indiana's regional trends diverge significantly, with Indianapolis favoring mimes and 'Dungeon Crawler Carl' characters, while Evansville prefers gingerbread men and Tic Tacs.
• Google's 'Frightgeist' report highlights that 'witches brew punch' is the top drink search, and 'cauldron crock pot' interest is at an all-time high.
• The rankings are based on search spikes compared to the previous year, indicating momentum rather than total volume.

Background

This year's trends follow a broader 2026 pattern where blockbuster films and viral internet culture dominate Halloween choices. Previous coverage noted that 'K-Pop Demon Hunters' and 'Obsession' were already leading search interest in early October, while retailers reported a return to movie-based costumes after post-pandemic lows. The success of 'The Odyssey' at the box office, which helped Universal reach a $5 billion milestone, likely contributes to its character's popularity in costume searches.

How outlets are covering it

Variety and Google's official blog align on the national top 10, emphasizing the rise of horror and viral toys. However, IndyStar provides a contrasting regional view, noting that Indiana's top choices include 1980s icons like Dolly Parton and Kenny Rogers, as well as local oddities like 'Realtor' in Lafayette. While Variety focuses on the 'unsettling' nature of the top picks, IndyStar highlights the nostalgic and humorous aspects of regional trends. All sources agree that 'Obsession' and 'The Odyssey' are significant cultural drivers, but they differ in their emphasis on the 'spooky' versus 'nostalgic' nature of the season.

Why it matters

The shift toward horror and viral internet phenomena in Halloween costumes reflects broader changes in pop culture consumption. The dominance of 'Buddy the Unicorn' and 'NeeDoh' suggests that younger consumers are driving trends through social media and viral content, while the continued popularity of 'The Odyssey' and 'Descendants' shows the enduring impact of major film releases. Regional variations also highlight how local culture and nostalgia can diverge from national trends, providing insights into consumer behavior and marketing strategies for the holiday season.

What to watch

As Halloween approaches, expect to see a surge in demand for costumes related to 'Buddy the Unicorn' and 'NeeDoh,' as well as a continued interest in 'The Odyssey' and 'Obsession' characters. Retailers may also see increased sales of 'witches brew punch' ingredients and 'cauldron crock pots' as consumers prepare for parties. Regional trends may continue to diverge, with some areas favoring nostalgic costumes and others embracing horror and viral phenomena.