Brandwave

How popular isMighty Ape?

In September 2026, people searched for Mighty Ape by name about 114,000 times in New Zealand, an 18.5% decrease from the previous year. These searches made up 7.2% of all New Zealand toy retailer searches, placing Mighty Ape third out of eight retailers. When we asked both ChatGPT and Google AI Overviews about toy retailers, Mighty Ape appeared in one of the three answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Mighty Ape is the third most searched of 8 competitors and the sixth most recommended in AI answers.

  1. Kmart NZShare of searches 69.3%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd
  2. The WarehouseShare of searches 19.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. Mighty ApeShare of searches 7.2%Mentioned in 1 of 3 AI answersPlace in AI recommendations 6th
  4. ToyworldShare of searches 2.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. Pop MartShare of searches 1.2%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top toy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Mighty Ape was mentioned in one out of three: in one of the three ChatGPT answers. Mighty Ape is the sixth most recommended of the eight.

Most recommended by AI

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

  1. Toyworld1st
  2. The Warehouse2nd
  3. Kmart NZ3rd
  4. Farmers4th
  5. Kidzstuffonline5th
  6. Mighty Ape6th
  7. Pop Mart–
  8. Animal Kingdoms–

Mentioned by AI

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

  • The Warehouse3 of 3Named in 3 of 3 ChatGPT answers
  • Toyworld3 of 3Named in 3 of 3 ChatGPT answers
  • Farmers3 of 3Named in 3 of 3 ChatGPT answers
  • Kmart NZ2 of 3Named in 2 of 3 ChatGPT answers
  • Kidzstuffonline2 of 3Named in 2 of 3 ChatGPT answers
  • Mighty Ape1 of 3Named in 1 of 3 ChatGPT answers
  • Pop Mart0 of 3Named in 0 of 3 ChatGPT answers
  • Animal Kingdoms0 of 3Named in 0 of 3 ChatGPT answers

See every answer about toy retailers

3 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.

Which toy retailers compete with Mighty Ape?

Mighty Ape against toy retailers in New Zealand, by month

Share of searches by month for Kmart NZ, The Warehouse, Mighty Ape, Toyworld. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZThe WarehouseMighty ApeToyworldPop MartAnimal KingdomsFarmersKidzstuffonline
Oct 202564.4%20%7.4%2%5.9%0.16%0.1%0.03%
Nov 202564%20.5%9.2%2.5%3.5%0.11%0.16%0.02%
Dec 202560.4%22.4%10.1%3.4%3.4%0.12%0.18%0.03%
Jan 202664.3%24%7.3%1.7%2.4%0.19%0.07%0.02%
Feb 202663.3%23.3%7.1%2%2.2%2.1%0.06%0.03%
Mar 202667.1%21.5%6.5%1.8%1.8%1%0.08%0.03%
Apr 202668.8%20.4%6.2%2.1%1.5%0.81%0.07%0.04%
May 202664.7%22.8%6.9%2.4%2.4%0.61%0.1%0.04%
Jun 202668.8%19.4%7.2%2.5%1.4%0.52%0.08%0.05%
Jul 202669.5%19.4%7.2%2.1%1.3%0.42%0.1%0.05%
Aug 202668.9%19.4%7.2%2.5%1.5%0.42%0.1%0.05%
Sep 202669.3%19.4%7.2%2.5%1.2%0.28%0.1%0.05%

  1. 1.Kmart NZ

    69.3%

    Held 1st. 1.1M estimated branded searches, +0.54% vs prior month. Share +0.4 points.

  2. 2.The Warehouse

    19.4%

    Held 2nd. 306K estimated branded searches, +<0.01% vs prior month. Share 0 points.

  3. 3.Mighty Ape

    7.2%

    Held 3rd. 113K estimated branded searches, +0.22% vs prior month. Share 0 points.

  4. 4.Toyworld

    2.5%

    Held 4th. 39.5K estimated branded searches, +0.97% vs prior month. Share 0 points.

  5. 5.Pop Mart

    1.2%

    Held 5th. 18.8K estimated branded searches, -19.6% vs prior month. Share -0.3 points.

  6. 6.Animal Kingdoms

    0.28%

    Held 6th. 4.4K estimated branded searches, -33.3% vs prior month. Share -0.1 points.

  7. 7.Farmers

    0.1%

    Held 7th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Kidzstuffonline

    0.05%

    Held 8th. 760 estimated branded searches, +2.7% vs prior month. Share 0 points.

Compare popularity between Mighty Ape and its closest rivals

Every comparison with Mighty Ape

25 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mighty Ape in New Zealand fell from 140K to 114K.
  • Across the 12 months ending September 2026, Mighty Ape’s share of searches among toy retailers in New Zealand peaked at 10.1% in December 2025 and was lowest at 6.2% in April 2026.

How did search popularity change for New Zealand toy retailers in September 2026?

6 changes

  1. Estimated monthly branded searches for Kidzstuffonline in New Zealand rose 58.3% over 12 measured months, from 480 to 760 in September 2026.

  2. Estimated monthly branded searches for Animal Kingdoms in New Zealand rose 51.5% over 12 measured months, from 2.9K to 4.4K in September 2026.

  3. Estimated monthly branded searches for Pop Mart in New Zealand fell 82.8% over 12 measured months, from 110K to 18.8K in September 2026.

  4. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.

  5. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026.

  6. Estimated monthly branded searches for Farmers in New Zealand fell 16.2% over 12 measured months, from 1.9K to 1.6K in September 2026.

How are Mighty Ape’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using Mighty Ape’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.

  • Mighty Ape
  • mighty ape address
  • mighty ape app
  • mighty ape books
  • mighty ape games
  • mighty ape hours
  • mighty ape jellycat
  • mighty ape lego
  • mighty ape mobile
  • mighty ape phones
  • mighty ape pokemon
  • mighty ape sale
  • mighty ape silverdale
  • mighty ape toys
  • the mighty ape

How the Brand Demand Index is measured

Who owns Mighty Ape?

Mighty Ape is owned by Kogan.com. Brandwave also tracks Kogan, owned by the same company, in New Zealand.

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

Where does Mighty Ape compete?

Mighty Ape 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
online retailers and marketplaces9th of 142.6%Show ranking
Toy retailers3rd of 87.2%Shown above
Video game retailers4th of 511.9%Show ranking
Bookshops1st of 640.9%Show ranking
Creator with pink hair and a pink jacket

Is Mighty Ape your brand?

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