--- title: "Nerf vs Squishmallows: Which is searched more in Australia?" description: "Is Nerf or Squishmallows more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/nerf-vs-squishmallows" publisher: "Brandwave" --- # Nerf vs Squishmallows: Which is searched more in Australia? Is Nerf or Squishmallows more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Nerf and Squishmallows - **Competitive set**: Toy brands - **Market**: Australia - **Month measured**: Sep 2026 - **Nerf Share of Search**: 1.3% - **Squishmallows Share of Search**: 5.2% ## Is Nerf or Squishmallows more popular in search? - In September 2026, Squishmallows had more branded searches than Nerf among toy brands in Australia. Squishmallows had about 22,200 branded searches, while Nerf had 5,400. Squishmallows made up 5.2% of all toy brand searches we track, and Nerf accounted for 1.3%. - Squishmallows was ahead of Nerf in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Nerf’s share of searches among toy brands in Australia moved from 1.2% to 1.3%, and its estimated monthly branded searches held steady at 5.4K. - Across the 12 months ending September 2026, Squishmallows’ share of searches among toy brands in Australia moved from 7.3% to 5.2%, and its estimated monthly branded searches moved from 33.1K to 22.2K. ## Top toy brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Nerf and Squishmallows were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | LEGO | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Hot Wheels | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Barbie | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Playmobil | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Squishmallows | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Fisher-Price | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Hasbro | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | VTech | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Nerf | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Connetix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | MAGNA-TILES | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ravensburger | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tender Leaf Toys | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about toy brands - Asked ChatGPT "What are the most popular toy brands in Australia?": 1. LEGO, 2. Barbie, 3. Hot Wheels, 4. Playmobil, 5. Squishmallows, 6. Fisher-Price, 7. Hasbro, 8. VTech, 9. Nerf - Asked ChatGPT "What are the best educational toys for toddlers?": 1. LEGO - Asked ChatGPT "Which toys do kids want most this year?": 1. LEGO - Searched Google, AI Overview "toys": 1. LEGO, 2. Hot Wheels - Searched Google, AI Overview "kids toys": named none of the brands we track Not named in any answer: Connetix, MAGNA-TILES, Melissa & Doug, Ravensburger and Tender Leaf Toys. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia toy brands in September 2026? - In September 2026, Squishmallows gained share of searches among toy brands in Australia, from 4.5% to 5.2%. ## Month by month | Month | Nerf estimated searches | Nerf Share of Search | Nerf rank | Squishmallows estimated searches | Squishmallows Share of Search | Squishmallows rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.4K | 1.2% | 8 | 33.1K | 7.3% | 3 | | Nov 2025 | 6.6K | 1% | 9 | 49.5K | 7.5% | 3 | | Dec 2025 | 6.6K | 0.9% | 9 | 49.5K | 6.8% | 2 | | Jan 2026 | 5.4K | 0.95% | 7 | 27.1K | 4.8% | 3 | | Feb 2026 | 4.4K | 1.1% | 7 | 22.2K | 5.4% | 3 | | Mar 2026 | 4.4K | 1.1% | 8 | 22.2K | 5.3% | 4 | | Apr 2026 | 4.4K | 1.1% | 8 | 22.2K | 5.4% | 3 | | May 2026 | 4.4K | 1.1% | 8 | 22.2K | 5.4% | 3 | | Jun 2026 | 4.4K | 1% | 9 | 27.1K | 6.4% | 3 | | Jul 2026 | 4.4K | 1% | 8 | 27.1K | 6.4% | 3 | | Aug 2026 | 5.4K | 1.1% | 7 | 22.2K | 4.5% | 4 | | Sep 2026 | 5.4K | 1.3% | 7 | 22.2K | 5.2% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Nerf’s and Squishmallows’ 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. - **Nerf**: Measured on the search term “nerf”. - **Squishmallows**: Measured on the search term “squishmallows”. - [Nerf profile](/demand/au/brands/nerf) - [Squishmallows profile](/demand/au/brands/squishmallows) - [All toy brands in Australia](/demand/au/categories/au-toy-brands): The set both shares are measured inside, 14 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Nerf or Squishmallows more popular in search? In September 2026, Squishmallows had more branded searches than Nerf among toy brands in Australia. Squishmallows had about 22,200 branded searches, while Nerf had 5,400. Squishmallows made up 5.2% of all toy brand searches we track, and Nerf accounted for 1.3%. ## Cite this page Brandwave. "Nerf vs Squishmallows: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/nerf-vs-squishmallows This page is also available as HTML at https://gobrandwave.com/demand/au/compare/nerf-vs-squishmallows. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.