Toy retailers:Which are searched most?
In September 2026, Kmart NZ was the most searched among toy retailers worldwide, with an estimated 5.2M branded searches and 67.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Kmart NZ67.7%
Pop Mart23.6%
Animal Kingdoms8.7%
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Share of SearchLeaderboard
Compare the stores people buy toys and games from. 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.
Share of Search by month for Kmart NZ, Pop Mart, Animal Kingdoms. The figures are in the table below the chart.
View monthly share of search table
| Month | Kmart NZ | Pop Mart | Animal Kingdoms |
|---|---|---|---|
| Oct 2025 | 60.9% | 32.6% | 6.6% |
| Nov 2025 | 61% | 32.5% | 6.5% |
| Dec 2025 | 65.5% | 28.7% | 5.8% |
| Jan 2026 | 67.1% | 24.1% | 8.8% |
| Feb 2026 | 55.7% | 19.9% | 24.4% |
| Mar 2026 | 58.4% | 20.8% | 20.8% |
| Apr 2026 | 62.7% | 22.3% | 15% |
| May 2026 | 69% | 20.1% | 11% |
| Jun 2026 | 66.4% | 23.2% | 10.4% |
| Jul 2026 | 70.4% | 20.4% | 9.2% |
| Aug 2026 | 70.6% | 20.3% | 9.1% |
| Sep 2026 | 67.7% | 23.6% | 8.7% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.7% | 5.2M | -17.6% | -2.9 points | |
| 2, held 2nd | 23.6% | 1.8M | 0% | +3.3 points | |
| 3, held 3rd | 8.7% | 673K | -18.2% | -0.4 points |
Compare search popularity between leading brands
Which brand is most popular in search among toy retailers worldwide?
3 brands
In September 2026, Kmart NZ was the most searched among toy retailers worldwide, with an estimated 5.2M branded searches and 67.7% estimated Share of Search within this set. Pop Mart is in 2nd place, 44.1 percentage points behind at 23.6% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Kmart NZ | 60.9% → 67.7% | 70.6%Aug 2026 | 55.7%Feb 2026 | 1st |
| Pop Mart | 32.6% → 23.6% | 32.6%Oct 2025 | 19.9%Feb 2026 | 2nd |
| Animal Kingdoms | 6.6% → 8.7% | 24.4%Feb 2026 | 5.8%Dec 2025 | 3rd |
Each finding as a sentence
- Across the 12 months ending September 2026, Kmart NZ’s estimated Share of Search among toy retailers worldwide increased from 60.9% to 67.7%.
- Across the 12 months ending September 2026, Pop Mart’s estimated Share of Search among toy retailers worldwide decreased from 32.6% to 23.6%.
- Across the 12 months ending September 2026, Animal Kingdoms’ estimated Share of Search among toy retailers worldwide increased from 6.6% to 8.7%.
- Across the 12 months ending September 2026, Kmart NZ’s estimated Share of Search among toy retailers worldwide peaked at 70.6% in August 2026 and was lowest at 55.7% in February 2026.
- Across the 12 months ending September 2026, Pop Mart’s estimated Share of Search among toy retailers worldwide peaked at 32.6% in October 2025 and was lowest at 19.9% in February 2026.
- Across the 12 months ending September 2026, Animal Kingdoms’ estimated Share of Search among toy retailers worldwide peaked at 24.4% in February 2026 and was lowest at 5.8% in December 2025.
How did search popularity change for toy retailers worldwide in September 2026?
3 changes
In September 2026, Pop Mart gained estimated Share of Search among toy retailers worldwide, from 20.3% to 23.6%.
In September 2026, Kmart NZ lost estimated Share of Search among toy retailers worldwide, from 70.6% to 67.7%.
Animal Kingdoms’ estimated Share of Search among toy retailers worldwide has lost ground for 3 months in a row, from 10.4% to 8.7% in September 2026.
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