Brandwave

How popular isSchleich?

In September 2026, people searched for Schleich by name about 880 times in New Zealand, a 12% decrease from the previous year. These searches made up 24.8% of all New Zealand farm animals brand searches, placing Schleich third out of six brands. When we asked both ChatGPT and Google AI Overviews about farm animals brands, Schleich appeared in four of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

Schleich is the third most searched of 6 competitors and the most recommended in AI answers.

  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

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Top farm animals brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Schleich was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Schleich is the most recommended of the six.

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 Schleich?

Schleich 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 Schleich and its closest rivals

Every comparison with Schleich

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Schleich in New Zealand fell from 1K to 880.
  • Across the 12 months ending September 2026, Schleich’s share of searches among farm animals brands in New Zealand increased from 24.2% to 24.8%.
  • Across the 12 months ending September 2026, Schleich’s share of searches among farm animals brands in New Zealand peaked at 28% in January 2026 and was lowest at 21.2% 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 Schleich’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Schleich’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • schleich

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How the Brand Demand Index is measured

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