Brandwave

How popular isToyworld in search?

In August 2026, there were an estimated 52.7K branded searches for Toyworld in New Zealand which held steady over the last 11 months. Toyworld holds 2.3% estimated Share of Search among New Zealand toy retailers and is ranked 5th of 7 competitors for search popularity.

Share of Search, August 2026
  1. Kmart NZ47.7%
  2. Farmers25.2%
  3. The Warehouse17.3%
  4. Mighty Ape6%
  5. Toyworld2.3%
  6. Pop Mart1.2%
  7. Animal Kingdoms0.31%
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Which toy retailers compete with Toyworld?

Toyworld against toy retailers in New Zealand, by month

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

View monthly share of search table
MonthKmart NZFarmersThe WarehouseMighty ApeToyworldPop MartAnimal Kingdoms
Oct 202546.7%21.6%18%6.5%2%4.9%0.15%
Nov 202545.4%22.3%18.6%8.2%2.5%2.9%0.12%
Dec 202543.1%21.1%20.7%8.7%3.4%2.9%0.12%
Jan 202649.1%17.2%22.7%6.8%1.8%2.3%0.18%
Feb 202646.9%19.7%21.7%6.4%1.9%1.9%1.5%
Mar 202649.2%20.9%19.9%5.8%1.8%1.6%0.78%
Apr 202650.5%21.1%19%5.5%2%1.3%0.62%
May 202644.7%25.5%19.5%5.8%2.2%1.8%0.44%
Jun 202649.4%22.4%18%6.3%2.4%1.2%0.38%
Jul 202649.9%22.5%17.9%6.2%2.1%1.1%0.32%
Aug 202647.7%25.2%17.3%6%2.3%1.2%0.31%
Sep 2026———————

  1. 1.Kmart NZ

    47.7%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · -2.2 points

  2. 2.Farmers

    25.2%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +2.8 points

  3. 3.The Warehouse

    17.3%

    held 3rd · 403K estimated branded searches · -0.27% vs prior month · -0.6 points

  4. 4.Mighty Ape

    6%

    held 4th · 140K estimated branded searches · +0.09% vs prior month · -0.2 points

  5. 5.Toyworld

    2.3%

    held 5th · 52.7K estimated branded searches · +13.7% vs prior month · +0.2 points

  6. 6.Pop Mart

    1.2%

    held 6th · 28.8K estimated branded searches · +14.1% vs prior month · +0.1 points

  7. 7.Animal Kingdoms

    0.31%

    held 7th · 7.1K estimated branded searches · +0.42% vs prior month · 0 points

Compare search popularity between Toyworld and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Toyworld in New Zealand held steady, from 53.3K to 52.7K.
  • Across the 11 months ending August 2026, Toyworld’s estimated Share of Search among toy retailers in New Zealand peaked at 3.4% in December 2025 and was lowest at 1.8% in January 2026.
  • Across the 11 months ending August 2026, Toyworld rose from 6th to 5th among toy retailers in New Zealand.

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

  1. In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.

  2. In August 2026, Kmart NZ lost estimated Share of Search among toy retailers in New Zealand, from 49.9% to 47.7%.

  3. In August 2026, The Warehouse lost estimated Share of Search among toy retailers in New Zealand, from 17.9% to 17.3%.

  4. Estimated monthly branded searches for Animal Kingdoms in New Zealand rose 77.6% over 11 measured months, from 4K to 7.1K in August 2026.

  5. Estimated monthly branded searches for Pop Mart in New Zealand fell 77.8% over 11 measured months, from 130K to 28.8K in August 2026.

  6. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.

How is Toyworld measured?

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

20 branded search terms

  • nee doh toyworld
  • sylvanian families toyworld
  • toys toyworld
  • toyworld
  • toyworld bayfair
  • toyworld co nz
  • toyworld hours
  • toyworld jellycat
  • toyworld marshland
  • toyworld near me
  • toyworld northwest
  • toyworld nz
  • toyworld online
  • toyworld st lukes
  • toyworld sylvia park
  • toyworld tower junction
  • toyworld toy shop
  • toyworld toy store
  • toyworld transformers
  • toyworld westgate

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How the Brand Demand Index is measured

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