---
title: "Hot Wheels: search popularity and Share of Search in New Zealand"
description: "Hot Wheels is a toy brand sold in New Zealand. 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/hot-wheels"
publisher: "Brandwave"
---

# Hot Wheels: search popularity and Share of Search in New Zealand

Hot Wheels is a toy brand sold in New Zealand. 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**: Hot Wheels
- **Owned by**: Mattel
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among toy brands**: 9.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Toy brands | 3 | 9.1% | 14.8K |

- [Toy brands](/demand/nz/categories/nz-toy-brands)

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

- Across the 11 months ending August 2026, estimated monthly branded searches for Hot Wheels in New Zealand fell from 23.2K to 14.8K.
- Across the 11 months ending August 2026, Hot Wheels’ estimated Share of Search among toy brands in New Zealand decreased from 16% to 9.1%.
- Across the 11 months ending August 2026, Hot Wheels’ estimated Share of Search among toy brands in New Zealand peaked at 16% in October 2025 and was lowest at 7.9% in May 2026.
- Across the 11 months ending August 2026, Hot Wheels fell from 2nd to 3rd among toy brands in New Zealand.

## How did search popularity change for New Zealand toy brands in August 2026?

- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Toy brands | 23.2K | 16% | 2 |
| Nov 2025 | Toy brands | 18.7K | 9.8% | 3 |
| Dec 2025 | Toy brands | 21.5K | 9.8% | 3 |
| Jan 2026 | Toy brands | 14.3K | 8.4% | 3 |
| Feb 2026 | Toy brands | 10.9K | 8.9% | 3 |
| Mar 2026 | Toy brands | 12.2K | 9.8% | 3 |
| Apr 2026 | Toy brands | 12.7K | 9.5% | 3 |
| May 2026 | Toy brands | 11.4K | 7.9% | 3 |
| Jun 2026 | Toy brands | 12.8K | 8.8% | 3 |
| Jul 2026 | Toy brands | 13.3K | 9.4% | 3 |
| Aug 2026 | Toy brands | 14.8K | 9.1% | 3 |
| Sep 2026 | Toy brands | — | — | — |

## How is Hot Wheels measured?

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

- “custom hot wheels”
- “f1 hot wheels”
- “garage ultimate hot wheels”
- “hot wheels”
- “hot wheels cars”
- “hot wheels city”
- “hot wheels display”
- “hot wheels display case”
- “hot wheels garage”
- “hot wheels monster trucks”
- “hot wheels near me”
- “hot wheels new zealand”
- “hot wheels nz”
- “hot wheels online”
- “hot wheels set”
- “hot wheels toy”
- “hot wheels treasure hunt”
- “hotwheels”
- “hotwheels nz”
- “hotwheels set”
- “hotwheels toy”
- “hotwheels track”
- “kmart hot wheels”

## Which toy brands compete with Hot Wheels?

- [LEGO](/demand/nz/brands/lego): Head-to-head: /demand/nz/compare/hot-wheels-vs-lego
- [Barbie](/demand/nz/brands/barbie): Head-to-head: /demand/nz/compare/barbie-vs-hot-wheels
- [Fisher-Price](/demand/nz/brands/fisher-price): Head-to-head: /demand/nz/compare/fisher-price-vs-hot-wheels
- [VTech](/demand/nz/brands/vtech): Head-to-head: /demand/nz/compare/hot-wheels-vs-vtech
- [Playmobil](/demand/nz/brands/playmobil): Head-to-head: /demand/nz/compare/hot-wheels-vs-playmobil
- [Melissa & Doug](/demand/nz/brands/melissa-and-doug)
- [Nerf](/demand/nz/brands/nerf)

## Who owns Hot Wheels?

Hot Wheels is owned by Mattel. Brandwave also tracks Barbie and Fisher-Price, owned by the same company, in New Zealand.

- [Mattel](/demand/nz/companies/mattel): Owns 3 tracked brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Who owns Hot Wheels?

Hot Wheels is owned by Mattel. Brandwave also tracks Barbie and Fisher-Price, owned by the same company, in New Zealand.

## Cite this page

Brandwave. "Hot Wheels: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/hot-wheels

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/hot-wheels. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.