How popular isHape?
In September 2026, people searched for Hape by name about 880 times in New Zealand, an 83.3% increase from the previous year. These searches made up 3.2% of all New Zealand play kitchen brand searches, placing Hape fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about play kitchen brands, Hape appeared in three of the five answers and was the third most recommended of the eight.
Hape is the fifth most searched of 8 competitors and the third most recommended in AI answers.
MockaShare of searches 80.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st- Little NationShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Little TikesShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Fisher-PriceShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
HapeShare of searches 3.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top play kitchen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hape was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Hape is the third most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Little Nation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Mocka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hape3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
IKEA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Le Toy Van2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about play kitchen brands
5 answers
Asked ChatGPT
“Which play kitchen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best play kitchen brands in New Zealand?”
Asked ChatGPT
“What's the best play kitchen brand in New Zealand for a toddler?”
Searched Google, AI Overview
“best play kitchen”
Searched Google, AI Overview
“wooden play kitchen”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which play kitchen brands compete with Hape?
Share of searches by month for Mocka, Little Nation, Little Tikes, Fisher-Price, Hape. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mocka | Little Nation | Little Tikes | Fisher-Price | Hape | Melissa & Doug | IKEA | Le Toy Van |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 80.2% | 8.6% | 3.8% | 3.9% | 1.4% | 1.2% | 0.21% | 0.62% |
| Nov 2025 | 77.7% | 10.3% | 4.5% | 3.8% | 1.7% | 1.1% | 0.26% | 0.61% |
| Dec 2025 | 74.2% | 12% | 4.3% | 4.8% | 2% | 1.3% | 0.57% | 0.7% |
| Jan 2026 | 86.3% | 5.1% | 2.3% | 3.2% | 1.2% | 1% | 0.45% | 0.45% |
| Feb 2026 | 81.2% | 8.5% | 3.2% | 3.8% | 1.4% | 0.94% | 0.31% | 0.49% |
| Mar 2026 | 83.2% | 6% | 3.3% | 3.9% | 1.8% | 0.97% | 0.26% | 0.64% |
| Apr 2026 | 83.6% | 6% | 3.3% | 3.3% | 1.8% | 0.98% | 0.41% | 0.53% |
| May 2026 | 86.2% | 5.1% | 2.8% | 2.8% | 1.5% | 0.83% | 0.29% | 0.45% |
| Jun 2026 | 87% | 4.2% | 2.8% | 2.7% | 1.5% | 0.83% | 0.55% | 0.35% |
| Jul 2026 | 83.5% | 4.9% | 3.8% | 3.6% | 1.8% | 1.2% | 0.64% | 0.64% |
| Aug 2026 | 81.8% | 5.9% | 3.7% | 4.3% | 1.8% | 1.2% | 0.63% | 0.77% |
| Sep 2026 | 80.2% | 5.8% | 4.7% | 4.1% | 3.2% | 1.2% | 0.51% | 0.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 80.2% | 22.2K | 0% | -1.6 points | |
| 2, held 2nd | 5.8% | 1.6K | 0% | -0.1 points | |
| 3, moved from 4th to 3rd | 4.7% | 1.3K | +30% | +1 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 4.1% | 1.1K | -1.7% | -0.2 pointsmoved from 3rd to 4th | |
| 5, held 5th | 3.2% | 880 | +83.3% | +1.4 points | |
| 6, held 6th | 1.2% | 320 | 0% | 0 points | |
| 7, moved from 8th to 7th | 0.51% | 140 | -17.6% | -0.1 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.4% | 110 | -47.6% | -0.4 pointsmoved from 7th to 8th |
1.
Mocka80.2%
Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share -1.6 points.
5.8%
Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.7%
Moved from 4th to 3rd. 1.3K estimated branded searches, +30% vs prior month. Share +1 points.
4.1%
Moved from 3rd to 4th. 1.1K estimated branded searches, -1.7% vs prior month. Share -0.2 points.
5.
Hape3.2%
Held 5th. 880 estimated branded searches, +83.3% vs prior month. Share +1.4 points.
1.2%
Held 6th. 320 estimated branded searches, 0% vs prior month. Share 0 points.
7.
IKEA0.51%
Moved from 8th to 7th. 140 estimated branded searches, -17.6% vs prior month. Share -0.1 points.
0.4%
Moved from 7th to 8th. 110 estimated branded searches, -47.6% vs prior month. Share -0.4 points.
Compare popularity between Hape and its closest rivals
Every comparison with Hape
8 comparisons
How has branded search demand for Hape changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hape in New Zealand rose from 480 to 880.
- Across the 12 months ending September 2026, Hape’s share of searches among play kitchen brands in New Zealand increased from 1.4% to 3.2%.
- Across the 12 months ending September 2026, Hape’s share of searches among play kitchen brands in New Zealand peaked at 3.2% in September 2026 and was lowest at 1.2% in January 2026.
How did search popularity change for New Zealand play kitchen brands in September 2026?
6 changes
In September 2026, Little Tikes overtook Fisher-Price to rank 3rd among play kitchen brands in New Zealand, with 4.7% of the searches.
In September 2026, Hape gained share of searches among play kitchen brands in New Zealand, from 1.8% to 3.2%.
In September 2026, Mocka lost share of searches among play kitchen brands in New Zealand, from 81.8% to 80.2%.
In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.
In September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.
Estimated monthly branded searches for Little Nation in New Zealand fell 44.8% over 12 measured months, from 2.9K to 1.6K in September 2026.
How are Hape’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Hape’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- hape toys
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Where does Hape compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Play kitchen brands | 5th of 8 | 3.2% | Shown above |
| Dollhouse brands | 3rd of 7 | 22.9% | Show ranking |
Is Hape 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.