How popular isTypo in search?
In August 2026, there were an estimated 7.3K branded searches for Typo in New Zealand which is down 17.6% over the last 11 months. Typo holds 17% estimated Share of Search among New Zealand gift and novelty retailers and is ranked 3rd of 3 competitors for search popularity.
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Which gift and novelty retailers compete with Typo?
Share of Search by month for Smiggle, Iko Iko, Typo. The figures are in the table below the chart.
View monthly share of search table
| Month | Smiggle | Iko Iko | Typo |
|---|---|---|---|
| Oct 2025 | 62% | 17.5% | 20.5% |
| Nov 2025 | 65.3% | 12.8% | 21.9% |
| Dec 2025 | 54.6% | 18.8% | 26.6% |
| Jan 2026 | 70.4% | 12.7% | 16.9% |
| Feb 2026 | 63% | 22.1% | 14.9% |
| Mar 2026 | 62.8% | 22.9% | 14.3% |
| Apr 2026 | 64.2% | 23.5% | 12.3% |
| May 2026 | 64.6% | 22.9% | 12.5% |
| Jun 2026 | 64.4% | 23.3% | 12.3% |
| Jul 2026 | 66.9% | 20.2% | 12.8% |
| Aug 2026 | 61.2% | 21.8% | 17% |
| Sep 2026 | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.2% | 26.2K | +2.4% | -5.8 points | |
| 2, held 2nd | 21.8% | 9.4K | +20.9% | +1.6 points | |
| 3, held 3rd | 17% | 7.3K | +48.4% | +4.2 points |
Compare search popularity between Typo and its closest rivals
How has branded search demand for Typo changed in New Zealand over the last 12 months?
4 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Typo in New Zealand fell from 8.9K to 7.3K.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and novelty retailers in New Zealand decreased from 20.5% to 17%.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 26.6% in December 2025 and was lowest at 12.3% in April 2026.
- Across the 11 months ending August 2026, Typo fell from 2nd to 3rd among gift and novelty retailers in New Zealand.
How did search popularity change for New Zealand gift and novelty retailers in August 2026?
3 changes
In August 2026, Typo gained estimated Share of Search among gift and novelty retailers in New Zealand, from 12.8% to 17%.
In August 2026, Iko Iko gained estimated Share of Search among gift and novelty retailers in New Zealand, from 20.2% to 21.8%.
In August 2026, Smiggle lost estimated Share of Search among gift and novelty retailers in New Zealand, from 66.9% to 61.2%.
Which gift and stationery stores compete with Typo?
Share of Search by month for Paper Plus, Smiggle, Typo. The figures are in the table below the chart.
View monthly share of search table
| Month | Paper Plus | Smiggle | Typo | kikki.K |
|---|---|---|---|---|
| Oct 2025 | 64% | 25.4% | 8.4% | 2.2% |
| Nov 2025 | 55.5% | 31.7% | 10.6% | 2.1% |
| Dec 2025 | 68.1% | 20.4% | 9.9% | 1.6% |
| Jan 2026 | 65.2% | 26.4% | 6.4% | 2% |
| Feb 2026 | 71.6% | 21.5% | 5.1% | 1.7% |
| Mar 2026 | 71.4% | 22% | 5% | 1.6% |
| Apr 2026 | 69.1% | 24.5% | 4.7% | 1.7% |
| May 2026 | 68.8% | 24.8% | 4.8% | 1.6% |
| Jun 2026 | 68.1% | 25.6% | 4.9% | 1.5% |
| Jul 2026 | 64.5% | 28.4% | 5.5% | 1.6% |
| Aug 2026 | 62.9% | 27.7% | 7.7% | 1.7% |
| Sep 2026 | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 62.9% | 59.7K | +2.5% | -1.6 points | |
| 2, held 2nd | 27.7% | 26.2K | +2.4% | -0.7 points | |
| 3, held 3rd | 7.7% | 7.3K | +48.4% | +2.2 points | |
| 4, held 4th | 1.7% | 1.6K | +9.5% | +0.1 points |
62.9%
held 1st · 59.7K estimated branded searches · +2.5% vs prior month · -1.6 points
2.
Smiggle27.7%
held 2nd · 26.2K estimated branded searches · +2.4% vs prior month · -0.7 points
3.
Typo
7.7%
held 3rd · 7.3K estimated branded searches · +48.4% vs prior month · +2.2 points
4.
kikki.K1.7%
held 4th · 1.6K estimated branded searches · +9.5% vs prior month · +0.1 points
Compare search popularity between Typo and its closest rivals
How has branded search demand for Typo changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and stationery stores in New Zealand decreased from 8.4% to 7.7%.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and stationery stores in New Zealand peaked at 10.6% in November 2025 and was lowest at 4.7% in April 2026.
How did search popularity change for New Zealand gift and stationery stores in August 2026?
4 changes
In August 2026, Typo gained estimated Share of Search among gift and stationery stores in New Zealand, from 5.5% to 7.7%.
In August 2026, Paper Plus lost estimated Share of Search among gift and stationery stores in New Zealand, from 64.5% to 62.9%.
In August 2026, Smiggle lost estimated Share of Search among gift and stationery stores in New Zealand, from 28.4% to 27.7%.
Estimated monthly branded searches for kikki.K in New Zealand fell 28.6% over 11 measured months, from 2.3K to 1.6K in August 2026.
How is Typo measured?
Brandwave collects information about searches that people make online using Typo’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.
6 branded search terms
- typo gifts
- typo notebooks
- typo nz
- typo pencil case
- typo stationery
- typo store
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Is Typo your brand?
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