Brandwave

How popular isLittle Nation?

In October 2026, people searched for Little Nation by name about 1,900 times in New Zealand, a 56.8% decrease from the previous year. These searches made up 1.5% of all New Zealand toy brand searches, placing Little Nation sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about toy brands, Little Nation did not appear in any of the answers.

Search and AI answers in October 2026

Little Nation is the sixth most searched of 15 competitors and not named in the AI answers we collected.

  1. LEGOShare of searches 57.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. BarbieShare of searches 19.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Hot WheelsShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. VTechShare of searches 3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. Little NationShare of searches 1.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Little Nation did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LEGO1st
  2. Melissa & Doug2nd
  3. Playmobil3rd
  4. Fisher-Price4th
  5. Connetix5th
  6. MAGNA-TILES6th
  7. VTech7th
  8. +2 more
  9. Barbie–
  10. Little Nation–
  11. Nerf–
  12. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LEGO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Connetix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Playmobil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • VTech2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fisher-Price2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAGNA-TILES2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ravensburger2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hot Wheels1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Nation0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about toy brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

How often do people search for Little Nation compared with other New Zealand toy brands?

Little Nation against toy brands in New Zealand, by month

Share of searches by month for LEGO, Barbie, Hot Wheels, VTech, Connetix, Little Nation. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsVTechConnetixLittle NationFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & DougTender Leaf ToysKidKraft
Nov 202563.6%15.8%7.8%2.7%2.3%2.8%1.2%1.2%0.87%0.64%0.38%0.29%0.32%0.07%0.03%
Dec 202570.2%12.4%7.9%2.2%1.3%2%0.96%0.81%0.76%0.56%0.33%0.33%0.18%0.04%0.02%
Jan 202674%11.5%7.1%1.6%0.92%1.1%0.81%0.67%0.65%0.51%0.51%0.3%0.2%0.04%0.02%
Feb 202669.5%13.5%7.5%1.8%1.3%1.9%1%1.1%0.72%0.7%0.47%0.31%0.2%0.04%0.02%
Mar 202665.2%16.9%8.3%1.7%1.5%1.5%1.1%1.2%0.71%0.69%0.57%0.29%0.22%0.05%0.02%
Apr 202669.4%13.5%8.2%1.8%1.4%1.4%0.94%1%0.66%0.52%0.52%0.33%0.23%0.04%0.02%
May 202669.6%14.5%6.8%1.9%1.6%1.3%0.87%0.94%0.73%0.59%0.48%0.4%0.23%0.04%0.02%
Jun 202668.7%14.9%7.7%1.9%1.6%1.1%0.84%0.92%0.6%0.59%0.48%0.38%0.23%0.06%0.02%
Jul 202666.5%14.8%8.4%2.1%2%1.1%0.94%1%0.76%0.84%0.61%0.51%0.29%0.08%<0.01%
Aug 202668.3%14.4%8%2%1.8%1.2%0.98%0.98%0.66%0.65%0.35%0.44%0.24%0.04%0.01%
Sep 202663.6%15.6%8.7%2.4%3.5%1.3%1.1%0.93%0.81%0.79%0.57%0.47%0.27%0.06%0.02%
Oct 202657.7%19.4%10.1%3%2.3%1.5%1.4%1.4%1%1%0.47%0.36%0.26%0.06%0.03%

  1. 1.LEGO

    57.7%

    Held 1st. 73.1K estimated branded searches, -9.1% vs prior month. Share -5.9 points.

  2. 2.Barbie

    19.4%

    Held 2nd. 24.6K estimated branded searches, +24.9% vs prior month. Share +3.8 points.

  3. 3.Hot Wheels

    10.1%

    Held 3rd. 12.7K estimated branded searches, +16% vs prior month. Share +1.4 points.

  4. 4.VTech

    3%

    Moved from 5th to 4th. 3.7K estimated branded searches, +23.4% vs prior month. Share +0.6 points.

  5. 5.Connetix

    2.3%

    Moved from 4th to 5th. 2.9K estimated branded searches, -34.1% vs prior month. Share -1.2 points.

  6. 6.Little Nation

    1.5%

    Held 6th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.2 points.

  7. 7.Fisher-Price

    1.4%

    Held 7th. 1.8K estimated branded searches, +29.1% vs prior month. Share +0.3 points.

  8. 8.Playmobil

    1.4%

    Held 8th. 1.8K estimated branded searches, +51.7% vs prior month. Share +0.5 points.

  9. 9.Nerf

    1%

    Held 9th. 1.3K estimated branded searches, +30.4% vs prior month. Share +0.2 points.

  10. 10.MAGNA-TILES

    1%

    Held 10th. 1.3K estimated branded searches, +30% vs prior month. Share +0.2 points.

  11. 11.Hasbro

    0.47%

    Held 11th. 590 estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  12. 12.Ravensburger

    0.36%

    Held 12th. 460 estimated branded searches, -23.3% vs prior month. Share -0.1 points.

  13. 13.Melissa & Doug

    0.26%

    Held 13th. 330 estimated branded searches, -2.9% vs prior month. Share 0 points.

  14. 14.Tender Leaf Toys

    0.06%

    Held 14th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.KidKraft

    0.03%

    Held 15th. 40 estimated branded searches, +100% vs prior month. Share 0 points.

Compare popularity between Little Nation and its closest rivals

Every comparison with Little Nation

14 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Little Nation in New Zealand fell from 4.4K to 1.9K.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand decreased from 2.8% to 1.5%.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand peaked at 2.8% in November 2025 and was lowest at 1.1% in June 2026.
  • Across the 12 months ending October 2026, Little Nation fell from 4th to 6th among toy brands in New Zealand.

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

6 changes

  1. In October 2026, VTech overtook Connetix to rank 4th among toy brands in New Zealand, with 3% of the searches.

  2. In October 2026, Barbie gained share of searches among toy brands in New Zealand, from 15.6% to 19.4%.

  3. In October 2026, Hot Wheels gained share of searches among toy brands in New Zealand, from 8.7% to 10.1%.

  4. In October 2026, LEGO lost share of searches among toy brands in New Zealand, from 63.6% to 57.7%.

  5. In October 2026, Connetix lost share of searches among toy brands in New Zealand, from 3.5% to 2.3%.

  6. Estimated monthly branded searches for MAGNA-TILES in New Zealand rose 30% over 12 measured months, from 1K to 1.3K in October 2026.

How are Little Nation’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Little Nation’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.

  • little nation

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How the Brand Demand Index is measured

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