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 9% of all New Zealand farm animals brand searches, placing Melissa & Doug fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about farm animals 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 6 competitors and not listed in any AI answer.

  1. Fisher-PriceShare of searches 32.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  2. PlaymobilShare of searches 30.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. SchleichShare of searches 24.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Melissa & DougShare of searches 9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. CollectAShare of searches 3.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+1 more

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Top farm animals 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. Schleich1st
  2. CollectA2nd
  3. Papo3rd
  4. Playmobil4th
  5. Fisher-Price–
  6. Melissa & Doug–

Mentioned by AI

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

  • Schleich4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CollectA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Papo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher-Price1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Playmobil1 of 5Named in 1 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 farm animals 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 farm animals brands compete with Melissa & Doug?

Melissa & Doug against farm animals brands in New Zealand, by month

Share of searches by month for Fisher-Price, Playmobil, Schleich, Melissa & Doug, CollectA. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher-PricePlaymobilSchleichMelissa & DougCollectAPapo
Oct 202532.2%31.7%24.2%9.4%1.7%0.73%
Nov 202531%32.3%24.6%9.1%2.6%0.38%
Dec 202534%31.4%23.4%9.1%1.6%0.47%
Jan 202631.5%28%28%10.2%1.6%0.64%
Feb 202630.6%37.4%21.2%7.6%2.5%0.72%
Mar 202631.6%35.6%22.1%8%2.1%0.61%
Apr 202627.8%33.2%27.8%8.2%1.6%1.3%
May 202627.6%33.2%27.6%8.2%2.8%0.63%
Jun 202628.3%34.7%24.2%8.8%3%1%
Jul 202628.6%32.4%26.2%9.5%2.7%0.6%
Aug 202631.4%33.6%23.8%8.7%1.9%0.54%
Sep 202632.1%30.4%24.8%9%3.1%0.56%

  1. 1.Fisher-Price

    32.1%

    Moved from 2nd to 1st. 1.1K estimated branded searches, -1.7% vs prior month. Share +0.7 points.

  2. 2.Playmobil

    30.4%

    Moved from 1st to 2nd. 1.1K estimated branded searches, -12.9% vs prior month. Share -3.2 points.

  3. 3.Schleich

    24.8%

    Held 3rd. 880 estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Melissa & Doug

    9%

    Held 4th. 320 estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.CollectA

    3.1%

    Held 5th. 110 estimated branded searches, +57.1% vs prior month. Share +1.2 points.

  6. 6.Papo

    0.56%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share 0 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?

2 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 farm animals brands in New Zealand peaked at 10.2% in January 2026 and was lowest at 7.6% in February 2026.

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

6 changes

  1. In September 2026, Fisher-Price overtook Playmobil to become the leader among farm animals brands in New Zealand, with 32.1% of the searches.

  2. In September 2026, CollectA gained share of searches among farm animals brands in New Zealand, from 1.9% to 3.1%.

  3. In September 2026, Schleich gained share of searches among farm animals brands in New Zealand, from 23.8% to 24.8%.

  4. In September 2026, Playmobil lost share of searches among farm animals brands in New Zealand, from 33.6% to 30.4%.

  5. Estimated monthly branded searches for Papo in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.

  6. Estimated monthly branded searches for Melissa & Doug in New Zealand fell 17.9% over 12 measured months, from 390 to 320 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%Show ranking
Farm animals brands4th of 69%Shown above
Creator with pink hair and a pink jacket

Is Melissa & Doug your brand?

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