---
title: "Barbie: search popularity and Share of Search in New Zealand"
description: "Barbie is a toy brand sold in New Zealand. 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/nz/brands/barbie"
publisher: "Brandwave"
---

# Barbie: search popularity and Share of Search in New Zealand

Barbie is a toy brand sold in New Zealand. 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

- **Brand**: Barbie
- **Owned by**: Mattel
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among toy brands**: 13.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Toy brands | 2 | 13.5% | 21.8K |

- [Toy brands](/demand/nz/categories/nz-toy-brands)

## How has branded search demand for Barbie changed in New Zealand over the last 12 months?

- Across the 11 months ending August 2026, estimated monthly branded searches for Barbie in New Zealand held steady at 21.8K.
- Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands in New Zealand decreased from 15.1% to 13.5%.
- Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands in New Zealand peaked at 15.1% in October 2025 and was lowest at 10% in January 2026.
- Across the 11 months ending August 2026, Barbie rose from 3rd to 2nd among toy brands in New Zealand.

## How did search popularity change for New Zealand toy brands in August 2026?

- In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.
- In August 2026, Playmobil rose from 7th to 6th among toy brands in New Zealand.
- In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.
- Estimated monthly branded searches for Hot Wheels in New Zealand fell 36.4% over 11 measured months, from 23.2K to 14.8K in August 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Toy brands | 21.8K | 15.1% | 3 |
| Nov 2025 | Toy brands | 25.8K | 13.6% | 2 |
| Dec 2025 | Toy brands | 24K | 11% | 2 |
| Jan 2026 | Toy brands | 17.1K | 10% | 2 |
| Feb 2026 | Toy brands | 14.7K | 12% | 2 |
| Mar 2026 | Toy brands | 17.8K | 14.4% | 2 |
| Apr 2026 | Toy brands | 16.2K | 12.1% | 2 |
| May 2026 | Toy brands | 19.2K | 13.4% | 2 |
| Jun 2026 | Toy brands | 20.6K | 14.2% | 2 |
| Jul 2026 | Toy brands | 19.2K | 13.6% | 2 |
| Aug 2026 | Toy brands | 21.8K | 13.5% | 2 |
| Sep 2026 | Toy brands | — | — | — |

## How is Barbie measured?

Brandwave collects information about searches that people make online using Barbie’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “barbie”
- “barbie and the nutcracker”
- “barbie cars”
- “barbie doll house”
- “barbie dolls”
- “barbie dream house”
- “barbie house”
- “barbie movies”
- “barbie near me”
- “barbie nz”
- “barbie online”
- “barbie pauper”
- “barbie set”
- “barbie toy”

## Which toy brands compete with Barbie?

- [LEGO](/demand/nz/brands/lego): Head-to-head: /demand/nz/compare/barbie-vs-lego
- [Hot Wheels](/demand/nz/brands/hot-wheels): Head-to-head: /demand/nz/compare/barbie-vs-hot-wheels
- [Fisher-Price](/demand/nz/brands/fisher-price): Head-to-head: /demand/nz/compare/barbie-vs-fisher-price
- [VTech](/demand/nz/brands/vtech): Head-to-head: /demand/nz/compare/barbie-vs-vtech
- [Playmobil](/demand/nz/brands/playmobil): Head-to-head: /demand/nz/compare/barbie-vs-playmobil
- [Melissa & Doug](/demand/nz/brands/melissa-and-doug)
- [Nerf](/demand/nz/brands/nerf)

## Who owns Barbie?

Barbie is owned by Mattel. Brandwave also tracks Fisher-Price and Hot Wheels, owned by the same company, in New Zealand.

- [Mattel](/demand/nz/companies/mattel): Owns 3 tracked brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Who owns Barbie?

Barbie is owned by Mattel. Brandwave also tracks Fisher-Price and Hot Wheels, owned by the same company, in New Zealand.

## Cite this page

Brandwave. "Barbie: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/barbie

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/barbie. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.