How popular isLEGO in search?
In August 2026, there were an estimated 115K branded searches for LEGO in New Zealand which is up 28.1% over the last 11 months. LEGO holds 71.1% estimated Share of Search among New Zealand toy brands and is ranked 1st of 8 competitors for search popularity.
LEGO71.1%
Barbie13.5%- Hot Wheels9.1%
Fisher-Price2%
VTech1.7%
Playmobil0.95%
Melissa & Doug0.91%- Nerf0.6%
Follow LEGO and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which toy brands compete with LEGO?
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 LEGO and its closest rivals
How has branded search demand for LEGO changed in New Zealand over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for LEGO in New Zealand rose from 89.8K to 115K.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand increased from 61.9% to 71.1%.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand peaked at 76.9% in January 2026 and was lowest at 61.9% in October 2025.
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 LEGO measured?
Brandwave collects information about searches that people make online using LEGO’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.
22 branded search terms
- ideas lego
- kmart lego
- lego
- lego batman
- lego city
- lego com
- lego flowers
- lego friends
- lego minifigures
- lego near me
- lego ninjago
- lego nz
- lego online
- lego sale
- lego set
- lego speed champions
- lego star wars
- lego stores
- lego technic
- lego toy
- pokemon lego
- stranger things lego
Do you work for LEGO? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is LEGO 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.