Brandwave

How popular isTonies?

In September 2026, people searched for Tonies by name about 8,000 times in New Zealand, a 27% increase from the previous year. These searches made up 37.2% of all New Zealand kids audio player brand searches, placing Tonies second out of three brands. When we asked both ChatGPT and Google AI Overviews about kids audio player brands, Tonies appeared in all answers and was the second most recommended of the three.

Search and AI answers in September 2026

Tonies is the second most searched of 3 competitors and the second most recommended in AI answers.

  1. YotoShare of searches 62.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  2. ToniesShare of searches 37.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  3. VoxblockShare of searches 0.05%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
Tonies website (opens in a new tab)

Follow Tonies and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top kids audio player brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Tonies appeared in all four answers. Tonies is the second most recommended of the three.

Most recommended by AI

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

  1. Yoto1st
  2. Tonies2nd
  3. Voxblock3rd

Mentioned by AI

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

  • Yoto4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Tonies4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Voxblock2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about kids audio player brands

4 answers

  • Asked ChatGPT

    “Which kids audio player brand should I buy in New Zealand?”

    1. 1Yoto
    2. 2Tonies

  • Asked ChatGPT

    “What are the best kids audio player brands in New Zealand?”

    1. 1Yoto
    2. 2Tonies
    3. 3Voxblock

  • Asked ChatGPT

    “What's the best kids audio player brand in New Zealand for screen free listening?”

    1. 1Yoto
    2. 2Tonies

  • Searched Google, AI Overview

    “screen free audio player”

    1. 1Yoto
    2. 2Tonies
    3. 3Voxblock

  • Searched Google, AI Overview

    “best kids audio player”

    Google showed no AI Overview for this search.

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which kids audio player brands compete with Tonies?

Tonies against kids audio player brands in New Zealand, by month

Share of searches by month for Yoto, Tonies. The figures are in the table below the chart.

View monthly share of searches table
MonthYotoToniesVoxblock
Oct 202561.6%38%0.42%
Nov 202567.7%32.1%0.19%
Dec 202558.2%41.6%0.23%
Jan 202665.9%33.8%0.25%
Feb 202666.2%33.6%0.21%
Mar 202663.3%36.6%0.15%
Apr 202662.8%37%0.18%
May 202667.4%32.5%0.16%
Jun 202668%32%0.07%
Jul 202662.8%37.1%0.06%
Aug 202657.8%42.1%0.11%
Sep 202662.8%37.2%0.05%

  1. 1.Yoto

    62.8%

    Held 1st. 13.5K estimated branded searches, +22.7% vs prior month. Share +4.9 points.

  2. 2.Tonies

    37.2%

    Held 2nd. 8K estimated branded searches, 0% vs prior month. Share -4.9 points.

  3. 3.Voxblock

    0.05%

    Held 3rd. 10 estimated branded searches, -50% vs prior month. Share -0.1 points.

Compare popularity between Tonies and its closest rivals

Every comparison with Tonies

1 comparison

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tonies in New Zealand rose from 6.3K to 8K.
  • Across the 12 months ending September 2026, Tonies’ share of searches among kids audio player brands in New Zealand decreased from 38% to 37.2%.
  • Across the 12 months ending September 2026, Tonies’ share of searches among kids audio player brands in New Zealand peaked at 42.1% in August 2026 and was lowest at 32% in June 2026.

How did search popularity change for New Zealand kids audio player brands in September 2026?

3 changes

  1. In September 2026, Yoto gained share of searches among kids audio player brands in New Zealand, from 57.8% to 62.8%.

  2. In September 2026, Tonies lost share of searches among kids audio player brands in New Zealand, from 42.1% to 37.2%.

  3. Estimated monthly branded searches for Voxblock in New Zealand fell 85.7% over 12 measured months, from 70 to 10 in September 2026.

How are Tonies’ branded searches counted?

2 search terms

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

  • toniebox
  • tonies

Do you work for Tonies? 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

Creator with pink hair and a pink jacket

Is Tonies your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free