How popular isFisher-Price in search?
In August 2026, there were an estimated 3.3K branded searches for Fisher-Price in New Zealand which is up 9.6% over the last 11 months. Fisher-Price holds 2% estimated Share of Search among New Zealand toy brands and is ranked 4th of 8 competitors for search popularity.
LEGO71.1%
Barbie13.5%- Hot Wheels9.1%
Fisher-Price2%
VTech1.7%
Playmobil0.95%
Melissa & Doug0.91%- Nerf0.6%
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Which toy brands compete with Fisher-Price?
Share of Search by month for LEGO, Barbie, Hot Wheels, Fisher-Price. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Hot Wheels | Fisher-Price | VTech | Playmobil | Melissa & Doug | Nerf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.9% | 15.1% | 16% | 2.1% | 2% | 1.3% | 0.8% | 0.73% |
| Nov 2025 | 69.2% | 13.6% | 9.8% | 2.1% | 2.3% | 1.3% | 0.79% | 0.8% |
| Dec 2025 | 73.4% | 11% | 9.8% | 1.6% | 1.9% | 0.99% | 0.49% | 0.72% |
| Jan 2026 | 76.9% | 10% | 8.4% | 1.4% | 1.4% | 0.79% | 0.49% | 0.6% |
| Feb 2026 | 73.4% | 12% | 8.9% | 1.8% | 1.6% | 1.2% | 0.47% | 0.67% |
| Mar 2026 | 69.8% | 14.4% | 9.8% | 2% | 1.5% | 1.3% | 0.56% | 0.64% |
| Apr 2026 | 72.8% | 12.1% | 9.5% | 1.8% | 1.6% | 1.1% | 0.55% | 0.62% |
| May 2026 | 72.8% | 13.4% | 7.9% | 2.1% | 1.7% | 1% | 0.5% | 0.66% |
| Jun 2026 | 70.9% | 14.2% | 8.8% | 2.3% | 1.7% | 0.99% | 0.63% | 0.54% |
| Jul 2026 | 69.6% | 13.6% | 9.4% | 2.5% | 1.9% | 1.1% | 1.2% | 0.69% |
| Aug 2026 | 71.1% | 13.5% | 9.1% | 2% | 1.7% | 0.95% | 0.91% | 0.6% |
| Sep 2026 | — | — | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 71.1% | 115K | +17.1% | +1.6 points | |
| 2, held 2nd | 13.5% | 21.8K | +13.5% | -0.1 points | |
| 3, held 3rd | 9.1% | 14.8K | +10.9% | -0.3 points | |
| 4, held 4th | 2% | 3.3K | -6% | -0.4 points | |
| 5, held 5th | 1.7% | 2.8K | +4.5% | -0.2 points | |
| 6, moved from 7th to 6th | 0.95% | 1.5K | 0% | -0.1 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.91% | 1.5K | -15% | -0.3 pointsmoved from 6th to 7th | |
| 8, held 8th | 0.6% | 970 | -1% | -0.1 points |
1.
LEGO71.1%
held 1st · 115K estimated branded searches · +17.1% vs prior month · +1.6 points
2.
Barbie13.5%
held 2nd · 21.8K estimated branded searches · +13.5% vs prior month · -0.1 points
9.1%
held 3rd · 14.8K estimated branded searches · +10.9% vs prior month · -0.3 points
2%
held 4th · 3.3K estimated branded searches · -6% vs prior month · -0.4 points
5.
VTech1.7%
held 5th · 2.8K estimated branded searches · +4.5% vs prior month · -0.2 points
0.95%
moved from 7th to 6th · 1.5K estimated branded searches · 0% vs prior month · -0.1 points
0.91%
moved from 6th to 7th · 1.5K estimated branded searches · -15% vs prior month · -0.3 points
8.Nerf
0.6%
held 8th · 970 estimated branded searches · -1% vs prior month · -0.1 points
Compare search popularity between Fisher-Price and its closest rivals
How has branded search demand for Fisher-Price changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Fisher-Price in New Zealand rose from 3K to 3.3K.
- Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among toy brands in New Zealand peaked at 2.5% in July 2026 and was lowest at 1.4% in January 2026.
How did search popularity change for New Zealand toy brands in August 2026?
4 changes
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.
How is Fisher-Price measured?
Brandwave collects information about searches that people make online using Fisher-Price’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.
26 branded search terms
- bus fisher price
- fisher price
- fisher price cars
- fisher price castle
- fisher price com
- fisher price dj
- fisher price farm
- fisher price kick and play
- fisher price laugh & learn
- fisher price little people
- fisher price little people caring for animals farm
- fisher price little people farm
- fisher price little people playsets
- fisher price little people toys
- fisher price near me
- fisher price nz
- fisher price online
- fisher price play gym
- fisher price set
- fisher price toy
- fisher price walker
- fisher price zebra walker
- fisherprice
- fisherprice nz
- fisherprice set
- fisherprice toy
Who owns Fisher-Price?
Fisher-Price is owned by 
Mattel. Brandwave also tracks Barbie and Hot Wheels, owned by the same company, in New Zealand.
Do you work for Fisher-Price? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Fisher-Price 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.