---
title: "LEGO: search popularity and Share of Search in New Zealand"
description: "LEGO 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/lego"
publisher: "Brandwave"
---

# LEGO: search popularity and Share of Search in New Zealand

LEGO 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**: LEGO
- **Market**: New Zealand
- **Measured month**: Aug 2026
- **Share of Search among toy brands**: 71.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Toy brands | 1 | 71.1% | 115K |

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

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

- 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?

- 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 | 89.8K | 61.9% | 1 |
| Nov 2025 | Toy brands | 132K | 69.2% | 1 |
| Dec 2025 | Toy brands | 161K | 73.4% | 1 |
| Jan 2026 | Toy brands | 131K | 76.9% | 1 |
| Feb 2026 | Toy brands | 89.9K | 73.4% | 1 |
| Mar 2026 | Toy brands | 86.3K | 69.8% | 1 |
| Apr 2026 | Toy brands | 97.5K | 72.8% | 1 |
| May 2026 | Toy brands | 104K | 72.8% | 1 |
| Jun 2026 | Toy brands | 103K | 70.9% | 1 |
| Jul 2026 | Toy brands | 98.2K | 69.6% | 1 |
| Aug 2026 | Toy brands | 115K | 71.1% | 1 |
| Sep 2026 | Toy brands | — | — | — |

## 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.

- “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”

## Which toy brands compete with LEGO?

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

## Methodology

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

## Cite this page

Brandwave. "LEGO: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/lego

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