How popular isHasbro?
In September 2026, people searched for Hasbro by name about 760 times in New Zealand, a 24.6% increase from the previous year. These searches made up 45.8% of all New Zealand board game brand searches, placing Hasbro first out of six brands. When we asked both ChatGPT and Google AI Overviews about board game brands, Hasbro appeared in two of the five answers and was the third most recommended of the six.
Hasbro is the most searched of 6 competitors and the third most recommended in AI answers.
HasbroShare of searches 45.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
RavensburgerShare of searches 36.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
AsmodeeShare of searches 9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Garphill GamesShare of searches 5.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
GibsonsShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top board game brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hasbro was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hasbro is the third most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Ravensburger1st
- Asmodee2nd
- Hasbro3rd
Days of Wonder4th- Garphill Games5th
- Gibsons–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ravensburger3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Asmodee3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hasbro2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Garphill Games2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Days of Wonder2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gibsons0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about board game brands
5 answers
Asked ChatGPT
“Which board game brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best board game brands in New Zealand?”
Asked ChatGPT
“What's the best board game brand in New Zealand for a family game night?”
Searched Google, AI Overview
“best board games nz”
Searched Google, AI Overview
“family board games”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Which board game brands compete with Hasbro?
Share of searches by month for Hasbro, Ravensburger, Asmodee, Garphill Games, Gibsons. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hasbro | Ravensburger | Asmodee | Garphill Games | Gibsons | Days of Wonder |
|---|---|---|---|---|---|---|
| Oct 2025 | 46.6% | 35.9% | 7.6% | 5.3% | 3.8% | 0.76% |
| Nov 2025 | 46.8% | 32.6% | 8.5% | 6.4% | 4.3% | 1.4% |
| Dec 2025 | 41.9% | 35.9% | 6% | 8.4% | 4.8% | 3% |
| Jan 2026 | 50.7% | 28.3% | 7.9% | 7.2% | 3.3% | 2.6% |
| Feb 2026 | 47.7% | 28.8% | 9% | 9.9% | 2.7% | 1.8% |
| Mar 2026 | 50.8% | 24.2% | 14.5% | 7.3% | 2.4% | 0.81% |
| Apr 2026 | 48.9% | 27.4% | 13.3% | 6.7% | 2.2% | 1.5% |
| May 2026 | 45.5% | 31.8% | 11.7% | 5.8% | 3.9% | 1.3% |
| Jun 2026 | 47.3% | 31.1% | 12.2% | 6.1% | 2.7% | 0.68% |
| Jul 2026 | 44.8% | 34.9% | 10.5% | 5.2% | 3.5% | 1.2% |
| Aug 2026 | 38.4% | 43.5% | 10.9% | 3.6% | 2.9% | 0.72% |
| Sep 2026 | 45.8% | 36.1% | 9% | 5.4% | 3% | 0.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 45.8% | 760 | +43.4% | +7.4 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 36.1% | 600 | 0% | -7.3 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 9% | 150 | 0% | -1.8 points | |
| 4, held 4th | 5.4% | 90 | +80% | +1.8 points | |
| 5, held 5th | 3% | 50 | +25% | +0.1 points | |
| 6, held 6th | 0.6% | 10 | 0% | -0.1 points |
1.
Hasbro45.8%
Moved from 2nd to 1st. 760 estimated branded searches, +43.4% vs prior month. Share +7.4 points.
36.1%
Moved from 1st to 2nd. 600 estimated branded searches, 0% vs prior month. Share -7.3 points.
3.
Asmodee9%
Held 3rd. 150 estimated branded searches, 0% vs prior month. Share -1.8 points.
5.4%
Held 4th. 90 estimated branded searches, +80% vs prior month. Share +1.8 points.
5.
Gibsons3%
Held 5th. 50 estimated branded searches, +25% vs prior month. Share +0.1 points.
0.6%
Held 6th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare popularity between Hasbro and its closest rivals
Every comparison with Hasbro
13 comparisons
How has branded search demand for Hasbro changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hasbro in New Zealand rose from 610 to 760.
- Across the 12 months ending September 2026, Hasbro’s share of searches among board game brands in New Zealand decreased from 46.6% to 45.8%.
- Across the 12 months ending September 2026, Hasbro’s share of searches among board game brands in New Zealand peaked at 50.8% in March 2026 and was lowest at 38.4% in August 2026.
How did search popularity change for New Zealand board game brands in September 2026?
4 changes
In September 2026, Hasbro overtook Ravensburger to become the leader among board game brands in New Zealand, with 45.8% of the searches.
In September 2026, Garphill Games gained share of searches among board game brands in New Zealand, from 3.6% to 5.4%.
In September 2026, Ravensburger lost share of searches among board game brands in New Zealand, from 43.5% to 36.1%.
In September 2026, Asmodee lost share of searches among board game brands in New Zealand, from 10.9% to 9%.
How are Hasbro’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hasbro’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.
- hasbro
- hasbro board games
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Where does Hasbro compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Toy brands | 10th of 12 | 0.58% | Show ranking |
| Board game brands | 1st of 6 | 45.8% | Shown above |
Is Hasbro 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.