Novel brominated flame retardants (NBFRs), which are lipophilic compounds that have been widely applied after the phasing-out of legacy BFRs, can bioaccumulate through the food chain. However, information on NBFRs in animal feeds, the beginning of farm-to-fork pathway, is very limited. Fishmeal is one of the most widely applied feedstuff worldwide. The present study identified eleven NBFRs from ninety-two globally collected fishmeal samples with levels in the range of 0.13–822 (mean: 15.1 ± 85.5) ng/g lipid weight (lw). Hexabromobenzene (HBB) and pentabromotoluene (PBT) were the most prevalent contributors (detection frequencies: 95.7% and 73.9%, respectively), and decabromodiphenylethane (DBDPE) was the weightiest contributor (accounted for 67.1% of the ΣNBFRs, mean: 12.1 ± 84.8 ng/g lw). From a geographical view, the highest NBFR level was found in Chinese fishmeal. The NBFRs fell within an order of magnitude in South America, Southeast Asia, Europe and United States. DBDPE was predominant in the fishmeal collected from China, South America and United States, but it was not detected in European fishmeal. The NBFR levels are significantly lower compared to the polybrominated diphenyl ethers (PBDEs) (p < 0.01), indicating that the distribution of NBFRs was not as wide as PBDEs in fishmeal. DBDPE was significantly correlated with BDE209 (r = 0.557, p < 0.01), which implies that the two chemicals might have similar sources. Quantitative structure-activity relationship (QSAR)results imply that the NBFRs might have similar persistence and biomagnification potential as legacy lipophilic POPs.