Brandwave

How popular isFarmers?

In September 2026, people searched for Farmers by name about 503,000 times in New Zealand, a 10.8% decrease from the previous year. These searches made up 0.1% of all New Zealand toy retailer searches, placing Farmers seventh out of eight retailers. When we asked both ChatGPT and Google AI Overviews about toy retailers, Farmers appeared in all answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Farmers is the seventh most searched of 8 competitors and the fourth most recommended in AI answers.

  1. Kmart NZShare of searches 69.3%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  2. The WarehouseShare of searches 19.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. Mighty ApeShare of searches 7.2%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
  4. ToyworldShare of searches 2.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. FarmersShare of searches 0.1%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th

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Top toy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Farmers appeared in all three answers. Farmers is the fourth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Toyworld1st
  2. The Warehouse2nd
  3. Kmart NZ3rd
  4. Farmers4th
  5. Kidzstuffonline5th
  6. Mighty Ape6th
  7. Pop Mart–
  8. Animal Kingdoms–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • The Warehouse3 of 3Named in 3 of 3 ChatGPT answers
  • Toyworld3 of 3Named in 3 of 3 ChatGPT answers
  • Farmers3 of 3Named in 3 of 3 ChatGPT answers
  • Kmart NZ2 of 3Named in 2 of 3 ChatGPT answers
  • Kidzstuffonline2 of 3Named in 2 of 3 ChatGPT answers
  • Mighty Ape1 of 3Named in 1 of 3 ChatGPT answers
  • Pop Mart0 of 3Named in 0 of 3 ChatGPT answers
  • Animal Kingdoms0 of 3Named in 0 of 3 ChatGPT answers

See every answer about toy retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which toy retailers compete with Farmers?

Farmers against toy retailers in New Zealand, by month

Share of searches by month for Kmart NZ, The Warehouse, Mighty Ape, Toyworld, Farmers. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZThe WarehouseMighty ApeToyworldPop MartAnimal KingdomsFarmersKidzstuffonline
Oct 202564.4%20%7.4%2%5.9%0.16%0.1%0.03%
Nov 202564%20.5%9.2%2.5%3.5%0.11%0.16%0.02%
Dec 202560.4%22.4%10.1%3.4%3.4%0.12%0.18%0.03%
Jan 202664.3%24%7.3%1.7%2.4%0.19%0.07%0.02%
Feb 202663.3%23.3%7.1%2%2.2%2.1%0.06%0.03%
Mar 202667.1%21.5%6.5%1.8%1.8%1%0.08%0.03%
Apr 202668.8%20.4%6.2%2.1%1.5%0.81%0.07%0.04%
May 202664.7%22.8%6.9%2.4%2.4%0.61%0.1%0.04%
Jun 202668.8%19.4%7.2%2.5%1.4%0.52%0.08%0.05%
Jul 202669.5%19.4%7.2%2.1%1.3%0.42%0.1%0.05%
Aug 202668.9%19.4%7.2%2.5%1.5%0.42%0.1%0.05%
Sep 202669.3%19.4%7.2%2.5%1.2%0.28%0.1%0.05%

  1. 1.Kmart NZ

    69.3%

    Held 1st. 1.1M estimated branded searches, +0.54% vs prior month. Share +0.4 points.

  2. 2.The Warehouse

    19.4%

    Held 2nd. 306K estimated branded searches, +<0.01% vs prior month. Share 0 points.

  3. 3.Mighty Ape

    7.2%

    Held 3rd. 113K estimated branded searches, +0.22% vs prior month. Share 0 points.

  4. 4.Toyworld

    2.5%

    Held 4th. 39.5K estimated branded searches, +0.97% vs prior month. Share 0 points.

  5. 5.Pop Mart

    1.2%

    Held 5th. 18.8K estimated branded searches, -19.6% vs prior month. Share -0.3 points.

  6. 6.Animal Kingdoms

    0.28%

    Held 6th. 4.4K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  7. 7.Farmers

    0.1%

    Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Kidzstuffonline

    0.05%

    Held 8th. 760 estimated branded searches, +2.7% vs prior month. Share 0 points.

Compare popularity between Farmers and its closest rivals

Every comparison with Farmers

22 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Farmers in New Zealand fell from 563K to 503K.
  • Across the 12 months ending September 2026, Farmers’ share of searches among toy retailers in New Zealand held steady at 0.1%.

How did search popularity change for New Zealand toy retailers in September 2026?

6 changes

  1. Estimated monthly branded searches for Kidzstuffonline in New Zealand rose 58.3% over 12 measured months, from 480 to 760 in September 2026.

  2. Estimated monthly branded searches for Animal Kingdoms in New Zealand rose 51.5% over 12 measured months, from 2.9K to 4.4K in September 2026.

  3. Estimated monthly branded searches for Pop Mart in New Zealand fell 82.8% over 12 measured months, from 110K to 18.8K in September 2026.

  4. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.

  5. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026.

  6. Estimated monthly branded searches for Farmers in New Zealand fell 16.2% over 12 measured months, from 1.9K to 1.6K in September 2026.

How are Farmers’ branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using Farmers’ 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.

  • calvin klein underwear farmers
  • Farmers
  • farmers beauty
  • farmers bedding
  • farmers bonds underwear
  • farmers calvin klein
  • farmers calvin klein underwear
  • farmers clothing
  • farmers co nz
  • farmers fayreform bras
  • farmers finance
  • farmers home decor
  • farmers homeware
  • farmers near me
  • farmers nz
  • farmers toy store
  • farmers toys
  • fayreform bras farmers

How the Brand Demand Index is measured

Who owns Farmers?

Farmers is owned by The Farmers' Trading Company Limited. Brandwave does not track any other brands owned by The Farmers' Trading Company Limited.

Do you work for Farmers? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Farmers compete?

Farmers is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
homeware retailers10th of 100.06%Show ranking
Department stores2nd of 525.6%Show ranking
Toy retailers7th of 80.1%Shown above
Bath, body and cosmetics stores7th of 70.51%Show ranking
Creator with pink hair and a pink jacket

Is Farmers your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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