--- title: "Hape: search popularity in New Zealand" description: "Hape is toy maker. 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/hape" publisher: "Brandwave" --- # Hape: search popularity in New Zealand Hape is toy maker. 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**: Hape - **Market**: New Zealand - **Measured month**: Sep 2026 - **Share of Search among play kitchen brands**: 3.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Play kitchen brands | 5 | 3.2% | 880 | | Dollhouse brands | 3 | 22.9% | 880 | - [Play kitchen brands](/demand/nz/categories/nz-play-kitchen-brands) - [Dollhouse brands](/demand/nz/categories/nz-dollhouse-brands) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Mocka | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Little Nation | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Hape | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | IKEA | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Le Toy Van | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Little Tikes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Fisher-Price | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about play kitchen brands - Asked ChatGPT "Which play kitchen brand should I buy in New Zealand?": 1. Mocka, 2. IKEA, 3. Hape - Asked ChatGPT "What are the best play kitchen brands in New Zealand?": 1. IKEA, 2. Mocka, 3. Little Nation, 4. Hape, 5. Le Toy Van - Asked ChatGPT "What's the best play kitchen brand in New Zealand for a toddler?": 1. Mocka, 2. Little Nation - Searched Google, AI Overview "best play kitchen": 1. Hape, 2. Little Nation - Searched Google, AI Overview "wooden play kitchen": 1. Little Nation, 2. Le Toy Van Not named in any answer: Little Tikes, Fisher-Price and Melissa & Doug. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How has branded search demand for Hape changed in New Zealand over the last 12 months? - 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. - Across the 12 months ending September 2026, Hape’s share of searches among dollhouse brands in New Zealand increased from 12.7% to 22.9%. ## How did search popularity change for New Zealand play kitchen brands in September 2026? - 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 did search popularity change for New Zealand dollhouse brands in September 2026? - In September 2026, Little Tikes overtook Fisher-Price to become the leader among dollhouse brands in New Zealand, with 33.9% of the searches. - In September 2026, Hape gained share of searches among dollhouse brands in New Zealand, from 14.8% to 22.9%. - In September 2026, Fisher-Price lost share of searches among dollhouse brands in New Zealand, from 35.8% to 29.7%. - In September 2026, Le Toy Van lost share of searches among dollhouse brands in New Zealand, from 6.5% to 2.9%. - In September 2026, Melissa & Doug lost share of searches among dollhouse brands in New Zealand, from 9.9% to 8.3%. - Estimated monthly branded searches for Tender Leaf Toys in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Play kitchen brands | 480 | 1.4% | 5 | | Nov 2025 | Play kitchen brands | 720 | 1.7% | 5 | | Dec 2025 | Play kitchen brands | 590 | 2% | 5 | | Jan 2026 | Play kitchen brands | 390 | 1.2% | 5 | | Feb 2026 | Play kitchen brands | 320 | 1.4% | 5 | | Mar 2026 | Play kitchen brands | 480 | 1.8% | 5 | | Apr 2026 | Play kitchen brands | 480 | 1.8% | 5 | | May 2026 | Play kitchen brands | 480 | 1.5% | 5 | | Jun 2026 | Play kitchen brands | 480 | 1.5% | 5 | | Jul 2026 | Play kitchen brands | 480 | 1.8% | 5 | | Aug 2026 | Play kitchen brands | 480 | 1.8% | 5 | | Sep 2026 | Play kitchen brands | 880 | 3.2% | 5 | | Oct 2025 | Dollhouse brands | 480 | 12.7% | 3 | | Nov 2025 | Dollhouse brands | 720 | 14% | 3 | | Dec 2025 | Dollhouse brands | 590 | 14.6% | 3 | | Jan 2026 | Dollhouse brands | 390 | 14.8% | 3 | | Feb 2026 | Dollhouse brands | 320 | 14.1% | 3 | | Mar 2026 | Dollhouse brands | 480 | 16.6% | 3 | | Apr 2026 | Dollhouse brands | 480 | 17.7% | 3 | | May 2026 | Dollhouse brands | 480 | 17.7% | 3 | | Jun 2026 | Dollhouse brands | 480 | 18% | 3 | | Jul 2026 | Dollhouse brands | 480 | 15.8% | 3 | | Aug 2026 | Dollhouse brands | 480 | 14.8% | 3 | | Sep 2026 | Dollhouse brands | 880 | 22.9% | 3 | ## How are Hape’s branded searches counted? 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” ## Which play kitchen brands compete with Hape? - [Mocka](/demand/nz/brands/mocka) - [Little Nation](/demand/nz/brands/little-nation): Head-to-head: /demand/nz/compare/hape-vs-little-nation - [Little Tikes](/demand/nz/brands/little-tikes): Head-to-head: /demand/nz/compare/hape-vs-little-tikes - [Fisher-Price](/demand/nz/brands/fisher-price): Head-to-head: /demand/nz/compare/fisher-price-vs-hape - [Melissa & Doug](/demand/nz/brands/melissa-and-doug): Head-to-head: /demand/nz/compare/hape-vs-melissa-and-doug - [IKEA](/demand/nz/brands/ikea): Head-to-head: /demand/nz/compare/hape-vs-ikea - [Le Toy Van](/demand/nz/brands/le-toy-van) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Hape: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/hape This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/hape. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.