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 1.2% of all New Zealand play kitchen brand searches, placing Melissa & Doug sixth out of eight brands. When we asked both ChatGPT and Google AI Overviews about play kitchen brands, Melissa & Doug did not appear in any of the answers.

Search and AI answers in September 2026

Melissa & Doug is the sixth most searched of 8 competitors and not listed in any AI answer.

  1. MockaShare of searches 80.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Little NationShare of searches 5.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Little TikesShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Fisher-PriceShare of searches 4.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Melissa & DougShare of searches 1.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+3 more

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Top play kitchen 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. Mocka1st
  2. Little Nation2nd
  3. Hape3rd
  4. IKEA4th
  5. Le Toy Van5th
  6. Little Tikes–
  7. Fisher-Price–
  8. Melissa & Doug–

Mentioned by AI

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

  • Little Nation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mocka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hape3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • IKEA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Le Toy Van2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 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 play kitchen 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 play kitchen brands compete with Melissa & Doug?

Melissa & Doug against play kitchen brands in New Zealand, by month

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

View monthly share of searches table
MonthMockaLittle NationLittle TikesFisher-PriceHapeMelissa & DougIKEALe Toy Van
Oct 202580.2%8.6%3.8%3.9%1.4%1.2%0.21%0.62%
Nov 202577.7%10.3%4.5%3.8%1.7%1.1%0.26%0.61%
Dec 202574.2%12%4.3%4.8%2%1.3%0.57%0.7%
Jan 202686.3%5.1%2.3%3.2%1.2%1%0.45%0.45%
Feb 202681.2%8.5%3.2%3.8%1.4%0.94%0.31%0.49%
Mar 202683.2%6%3.3%3.9%1.8%0.97%0.26%0.64%
Apr 202683.6%6%3.3%3.3%1.8%0.98%0.41%0.53%
May 202686.2%5.1%2.8%2.8%1.5%0.83%0.29%0.45%
Jun 202687%4.2%2.8%2.7%1.5%0.83%0.55%0.35%
Jul 202683.5%4.9%3.8%3.6%1.8%1.2%0.64%0.64%
Aug 202681.8%5.9%3.7%4.3%1.8%1.2%0.63%0.77%
Sep 202680.2%5.8%4.7%4.1%3.2%1.2%0.51%0.4%

  1. 1.Mocka

    80.2%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share -1.6 points.

  2. 2.Little Nation

    5.8%

    Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Little Tikes

    4.7%

    Moved from 4th to 3rd. 1.3K estimated branded searches, +30% vs prior month. Share +1 points.

  4. 4.Fisher-Price

    4.1%

    Moved from 3rd to 4th. 1.1K estimated branded searches, -1.7% vs prior month. Share -0.2 points.

  5. 5.Hape

    3.2%

    Held 5th. 880 estimated branded searches, +83.3% vs prior month. Share +1.4 points.

  6. 6.Melissa & Doug

    1.2%

    Held 6th. 320 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.IKEA

    0.51%

    Moved from 8th to 7th. 140 estimated branded searches, -17.6% vs prior month. Share -0.1 points.

  8. 8.Le Toy Van

    0.4%

    Moved from 7th to 8th. 110 estimated branded searches, -47.6% vs prior month. Share -0.4 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 play kitchen brands in New Zealand held steady at 1.2%.

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

6 changes

  1. In September 2026, Little Tikes overtook Fisher-Price to rank 3rd among play kitchen brands in New Zealand, with 4.7% of the searches.

  2. In September 2026, Hape gained share of searches among play kitchen brands in New Zealand, from 1.8% to 3.2%.

  3. In September 2026, Mocka lost share of searches among play kitchen brands in New Zealand, from 81.8% to 80.2%.

  4. In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.

  5. In September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.

  6. Estimated monthly branded searches for Little Nation in New Zealand fell 44.8% over 12 measured months, from 2.9K to 1.6K 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%Shown above
Dollhouse brands4th of 78.3%Show ranking
Farm animals brands4th of 69%Show ranking
Creator with pink hair and a pink jacket

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