Brandwave

How popular isMelissa & Doug?

In September 2026, people searched for Melissa & Doug by name about 340 times in New Zealand, a 17.1% decrease from the previous year. These searches made up 8.3% of all New Zealand dollhouse brand searches, placing Melissa & Doug fourth out of seven brands. When we asked both ChatGPT and Google AI Overviews about dollhouse brands, Melissa & Doug did not appear in any of the answers.

Search and AI answers in September 2026

Melissa & Doug is the fourth most searched of 7 competitors and not listed in any AI answer.

  1. Little TikesShare of searches 33.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Fisher-PriceShare of searches 29.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. HapeShare of searches 22.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. Melissa & DougShare of searches 8.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Le Toy VanShare of searches 2.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+2 more

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Top dollhouse brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Melissa & Doug 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. Le Toy Van1st
  2. Hape2nd
  3. Tender Leaf Toys3rd
  4. KidKraft4th
  5. Little Tikes–
  6. Fisher-Price–
  7. Melissa & Doug–

Mentioned by AI

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

  • Hape4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Toy Van4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tender Leaf Toys3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KidKraft3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dollhouse 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 21, 2026.

Which dollhouse brands compete with Melissa & Doug?

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

Share of searches by month for Little Tikes, Fisher-Price, Hape, Melissa & Doug, Le Toy Van. The figures are in the table below the chart.

View monthly share of searches table
MonthLittle TikesFisher-PriceHapeMelissa & DougLe Toy VanTender Leaf ToysKidKraft
Oct 202534.4%35.2%12.7%10.3%5.6%1.1%0.79%
Nov 202536.9%31.8%14%9.3%5%2.1%0.78%
Dec 202532.2%35.9%14.6%9.7%5.2%1.7%0.74%
Jan 202627.3%37.5%14.8%12.1%5.3%1.9%1.1%
Feb 202631.7%37.4%14.1%9.3%4.8%1.8%0.88%
Mar 202630.4%35.6%16.6%9%5.9%1.7%0.69%
Apr 202632.5%32.5%17.7%9.6%5.2%1.8%0.74%
May 202632.5%32.5%17.7%9.6%5.2%1.8%0.74%
Jun 202633%31.5%18%9.7%4.1%2.6%1.1%
Jul 202633%31.7%15.8%10.6%5.6%3%0.33%
Aug 202630.9%35.8%14.8%9.9%6.5%1.5%0.62%
Sep 202633.9%29.7%22.9%8.3%2.9%1.8%0.52%

  1. 1.Little Tikes

    33.9%

    Moved from 2nd to 1st. 1.3K estimated branded searches, +30% vs prior month. Share +3 points.

  2. 2.Fisher-Price

    29.7%

    Moved from 1st to 2nd. 1.1K estimated branded searches, -1.7% vs prior month. Share -6.1 points.

  3. 3.Hape

    22.9%

    Held 3rd. 880 estimated branded searches, +83.3% vs prior month. Share +8.1 points.

  4. 4.Melissa & Doug

    8.3%

    Held 4th. 320 estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.Le Toy Van

    2.9%

    Held 5th. 110 estimated branded searches, -47.6% vs prior month. Share -3.6 points.

  6. 6.Tender Leaf Toys

    1.8%

    Held 6th. 70 estimated branded searches, +40% vs prior month. Share +0.3 points.

  7. 7.KidKraft

    0.52%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Melissa & Doug and its closest rivals

Every comparison with Melissa & Doug

20 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Melissa & Doug in New Zealand fell from 410 to 340.
  • Across the 12 months ending September 2026, Melissa & Doug’s share of searches among dollhouse brands in New Zealand decreased from 10.3% to 8.3%.
  • Across the 12 months ending September 2026, Melissa & Doug’s share of searches among dollhouse brands in New Zealand peaked at 12.1% in January 2026 and was lowest at 8.3% in September 2026.

How did search popularity change for New Zealand dollhouse brands in September 2026?

6 changes

  1. In September 2026, Little Tikes overtook Fisher-Price to become the leader among dollhouse brands in New Zealand, with 33.9% of the searches.

  2. In September 2026, Hape gained share of searches among dollhouse brands in New Zealand, from 14.8% to 22.9%.

  3. In September 2026, Fisher-Price lost share of searches among dollhouse brands in New Zealand, from 35.8% to 29.7%.

  4. In September 2026, Le Toy Van lost share of searches among dollhouse brands in New Zealand, from 6.5% to 2.9%.

  5. In September 2026, Melissa & Doug lost share of searches among dollhouse brands in New Zealand, from 9.9% to 8.3%.

  6. Estimated monthly branded searches for Tender Leaf Toys in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.

How are Melissa & Doug’s branded searches counted?

5 search terms

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.

  • melissa & doug
  • melissa doug
  • melissa doug set
  • melissadoug
  • melissadoug toys

Do you work for Melissa & Doug? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Melissa & Doug compete?

Melissa & Doug is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Toy brands12th of 120.27%Show ranking
Play kitchen brands6th of 81.2%Show ranking
Dollhouse brands4th of 78.3%Shown above
Farm animals brands4th of 69%Show ranking
Creator with pink hair and a pink jacket

Is Melissa & Doug your brand?

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