Brandwave

How popular isMelissa & Doug in search?

In August 2026, there were an estimated 1.5K branded searches for Melissa & Doug in New Zealand which is up 26.7% over the last 11 months. Melissa & Doug holds 0.91% estimated Share of Search among New Zealand toy brands and is ranked 7th of 8 competitors for search popularity.

Share of Search, August 2026
  1. LEGO71.1%
  2. Barbie13.5%
  3. Hot Wheels9.1%
  4. Fisher-Price2%
  5. VTech1.7%
  6. Playmobil0.95%
  7. Melissa & Doug0.91%
  8. Nerf0.6%
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Which toy brands compete with Melissa & Doug?

Melissa & Doug against toy brands in New Zealand, by month

Share of Search by month for LEGO, Barbie, Hot Wheels, Fisher-Price, Melissa & Doug. The figures are in the table below the chart.

View monthly share of search table
MonthLEGOBarbieHot WheelsFisher-PriceVTechPlaymobilMelissa & DougNerf
Oct 202561.9%15.1%16%2.1%2%1.3%0.8%0.73%
Nov 202569.2%13.6%9.8%2.1%2.3%1.3%0.79%0.8%
Dec 202573.4%11%9.8%1.6%1.9%0.99%0.49%0.72%
Jan 202676.9%10%8.4%1.4%1.4%0.79%0.49%0.6%
Feb 202673.4%12%8.9%1.8%1.6%1.2%0.47%0.67%
Mar 202669.8%14.4%9.8%2%1.5%1.3%0.56%0.64%
Apr 202672.8%12.1%9.5%1.8%1.6%1.1%0.55%0.62%
May 202672.8%13.4%7.9%2.1%1.7%1%0.5%0.66%
Jun 202670.9%14.2%8.8%2.3%1.7%0.99%0.63%0.54%
Jul 202669.6%13.6%9.4%2.5%1.9%1.1%1.2%0.69%
Aug 202671.1%13.5%9.1%2%1.7%0.95%0.91%0.6%
Sep 2026————————

  1. 1.LEGO

    71.1%

    held 1st · 115K estimated branded searches · +17.1% vs prior month · +1.6 points

  2. 2.Barbie

    13.5%

    held 2nd · 21.8K estimated branded searches · +13.5% vs prior month · -0.1 points

  3. 3.Hot Wheels

    9.1%

    held 3rd · 14.8K estimated branded searches · +10.9% vs prior month · -0.3 points

  4. 4.Fisher-Price

    2%

    held 4th · 3.3K estimated branded searches · -6% vs prior month · -0.4 points

  5. 5.VTech

    1.7%

    held 5th · 2.8K estimated branded searches · +4.5% vs prior month · -0.2 points

  6. 6.Playmobil

    0.95%

    moved from 7th to 6th · 1.5K estimated branded searches · 0% vs prior month · -0.1 points

  7. 7.Melissa & Doug

    0.91%

    moved from 6th to 7th · 1.5K estimated branded searches · -15% vs prior month · -0.3 points

  8. 8.Nerf

    0.6%

    held 8th · 970 estimated branded searches · -1% vs prior month · -0.1 points

Compare search popularity between Melissa & Doug and its closest rivals

How has branded search demand for Melissa & Doug changed in New Zealand over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Melissa & Doug in New Zealand rose from 1.2K to 1.5K.
  • Across the 11 months ending August 2026, Melissa & Doug’s estimated Share of Search among toy brands in New Zealand held steady, from 0.8% to 0.91%.

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

  1. In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.

  2. In August 2026, Playmobil rose from 7th to 6th among toy brands in New Zealand.

  3. In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.

  4. 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 Melissa & Doug measured?

Brandwave collects information about searches that people make online using Melissa & Doug’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.

18 branded search terms

  • ice cream set melissa and doug
  • melissa & doug
  • melissa & doug 100 wood blocks set
  • melissa & doug ice cream counter
  • melissa & doug nz
  • melissa & doug puzzles
  • melissa & doug scoop & serve ice cream counter
  • melissa & doug toy
  • melissa & doug water wow
  • melissa and doug ice cream
  • melissa and doug toy
  • melissa and doug wooden toys
  • melissa doug
  • melissa doug set
  • melissa doug toy
  • melissaanddoug com
  • melissadoug
  • melissadoug toys

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How the Brand Demand Index is measured

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