---
title: "Farm animals brands in New Zealand: Which are searched most?"
description: "Compare the farm animals brands people buy. Share of Search among Fisher-Price, Playmobil, Schleich, Melissa & Doug, CollectA and Papo, the farm animals brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-farm-animals-brands"
publisher: "Brandwave"
---

# Farm animals brands in New Zealand: Which are searched most?

Compare the farm animals brands people buy. Share of Search among Fisher-Price, Playmobil, Schleich, Melissa & Doug, CollectA and Papo, the farm animals brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Farm animals brands
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Sep 2026
- **Highest Share of Search**: Fisher-Price, 32.1%

## Which brand is most popular in search among farm animals brands in New Zealand?

- In September 2026, Fisher-Price was the most searched among farm animals brands in New Zealand, with an estimated 1.1K branded searches, 32.1% of all searches for the six we track.
- Playmobil is in 2nd place, 1.7 percentage points behind at 30.4%.
- Across the 12 months ending September 2026, Playmobil’s share of searches among farm animals brands in New Zealand decreased from 31.7% to 30.4%.
- 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, CollectA’s share of searches among farm animals brands in New Zealand increased from 1.7% to 3.1%.
- Across the 12 months ending September 2026, Fisher-Price’s share of searches among farm animals brands in New Zealand peaked at 34% in December 2025 and was lowest at 27.6% in May 2026.
- Across the 12 months ending September 2026, Playmobil’s share of searches among farm animals brands in New Zealand peaked at 37.4% in February 2026 and was lowest at 28% in January 2026.
- 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.
- Across the 12 months ending September 2026, Melissa & Doug’s share of searches among farm animals brands in New Zealand peaked at 10.2% in January 2026 and was lowest at 7.6% in February 2026.
- Across the 12 months ending September 2026, CollectA’s share of searches among farm animals brands in New Zealand peaked at 3.1% in September 2026 and was lowest at 1.6% in April 2026.
- Across the 12 months ending September 2026, Fisher-Price, Melissa & Doug and Papo held steady: their share of searches among farm animals brands in New Zealand each moved less than 0.5 percentage points.

## Top farm animals brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Schleich and CollectA were mentioned most often, in four of the five answers. Schleich was recommended most often, coming first in two out of three answers that gave a list. CollectA was second, and Papo was third. Melissa & Doug, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Schleich | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| CollectA | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Papo | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Playmobil | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Fisher-Price | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |
| Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about farm animals brands

- Asked ChatGPT "Which farm animal toy brand should I buy in New Zealand?": 1. CollectA, 2. Schleich, 3. Papo
- Asked ChatGPT "What are the best farm animal toy brands in New Zealand?": 1. Schleich, 2. CollectA, 3. Papo, 4. Playmobil
- Asked ChatGPT "What's the best farm animal toy brand in New Zealand for a farm playset?": 1. Schleich, 2. CollectA
- Searched Google, AI Overview "farm animal toys nz": 1. CollectA
- Searched Google, AI Overview "farm animal playset": 1. Schleich, 2. Fisher-Price

Not named in any answer: Melissa & Doug.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Fisher-Price vs Playmobil: compare search popularity](/demand/nz/compare/fisher-price-vs-playmobil): 32.1% against 30.4% Share of Search.
- [Fisher-Price vs Schleich: compare search popularity](/demand/nz/compare/fisher-price-vs-schleich): 32.1% against 24.8% Share of Search.
- [Fisher-Price vs Melissa & Doug: compare search popularity](/demand/nz/compare/fisher-price-vs-melissa-and-doug): 32.1% against 9% Share of Search.
- [Fisher-Price vs CollectA: compare search popularity](/demand/nz/compare/collecta-vs-fisher-price): 32.1% against 3.1% Share of Search.
- [Playmobil vs Schleich: compare search popularity](/demand/nz/compare/playmobil-vs-schleich): 30.4% against 24.8% Share of Search.
- [Playmobil vs Melissa & Doug: compare search popularity](/demand/nz/compare/melissa-and-doug-vs-playmobil): 30.4% against 9% Share of Search.
- [Playmobil vs CollectA: compare search popularity](/demand/nz/compare/collecta-vs-playmobil): 30.4% against 3.1% Share of Search.
- [Schleich vs Melissa & Doug: compare search popularity](/demand/nz/compare/melissa-and-doug-vs-schleich): 24.8% against 9% Share of Search.
- [Schleich vs CollectA: compare search popularity](/demand/nz/compare/collecta-vs-schleich): 24.8% against 3.1% Share of Search.
- [Melissa & Doug vs CollectA: compare search popularity](/demand/nz/compare/collecta-vs-melissa-and-doug): 9% against 3.1% Share of Search.

## How did search popularity change for New Zealand farm animals brands in September 2026?

- In September 2026, Fisher-Price overtook Playmobil to become the leader among farm animals brands in New Zealand, with 32.1% of the searches.
- In September 2026, CollectA gained share of searches among farm animals brands in New Zealand, from 1.9% to 3.1%.
- In September 2026, Schleich gained share of searches among farm animals brands in New Zealand, from 23.8% to 24.8%.
- In September 2026, Playmobil lost share of searches among farm animals brands in New Zealand, from 33.6% to 30.4%.
- Estimated monthly branded searches for Papo in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026.
- Estimated monthly branded searches for Melissa & Doug in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Fisher-Price | 32.1% | 1.1K | -1.7% | Mattel |
| 2 | Playmobil | 30.4% | 1.1K | -12.9% | Playmobil |
| 3 | Schleich | 24.8% | 880 | 0.0% | Schleich |
| 4 | Melissa & Doug | 9% | 320 | 0.0% | Melissa & Doug |
| 5 | CollectA | 3.1% | 110 | +57.1% | CollectA |
| 6 | Papo | 0.56% | 20 | 0.0% | Papo |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Fisher-Price | 1.3K | 32.2% | 1 |
| Oct 2025 | Playmobil | 1.3K | 31.7% | 2 |
| Oct 2025 | Schleich | 1K | 24.2% | 3 |
| Oct 2025 | Melissa & Doug | 390 | 9.4% | 4 |
| Oct 2025 | CollectA | 70 | 1.7% | 5 |
| Oct 2025 | Papo | 30 | 0.73% | 6 |
| Nov 2025 | Playmobil | 1.7K | 32.3% | 1 |
| Nov 2025 | Fisher-Price | 1.6K | 31% | 2 |
| Nov 2025 | Schleich | 1.3K | 24.6% | 3 |
| Nov 2025 | Melissa & Doug | 480 | 9.1% | 4 |
| Nov 2025 | CollectA | 140 | 2.6% | 5 |
| Nov 2025 | Papo | 20 | 0.38% | 6 |
| Dec 2025 | Fisher-Price | 1.4K | 34% | 1 |
| Dec 2025 | Playmobil | 1.3K | 31.4% | 2 |
| Dec 2025 | Schleich | 1K | 23.4% | 3 |
| Dec 2025 | Melissa & Doug | 390 | 9.1% | 4 |
| Dec 2025 | CollectA | 70 | 1.6% | 5 |
| Dec 2025 | Papo | 20 | 0.47% | 6 |
| Jan 2026 | Fisher-Price | 990 | 31.5% | 1 |
| Jan 2026 | Playmobil | 880 | 28% | 2 |
| Jan 2026 | Schleich | 880 | 28% | 3 |
| Jan 2026 | Melissa & Doug | 320 | 10.2% | 4 |
| Jan 2026 | CollectA | 50 | 1.6% | 5 |
| Jan 2026 | Papo | 20 | 0.64% | 6 |
| Feb 2026 | Playmobil | 1K | 37.4% | 1 |
| Feb 2026 | Fisher-Price | 850 | 30.6% | 2 |
| Feb 2026 | Schleich | 590 | 21.2% | 3 |
| Feb 2026 | Melissa & Doug | 210 | 7.6% | 4 |
| Feb 2026 | CollectA | 70 | 2.5% | 5 |
| Feb 2026 | Papo | 20 | 0.72% | 6 |
| Mar 2026 | Playmobil | 1.2K | 35.6% | 1 |
| Mar 2026 | Fisher-Price | 1K | 31.6% | 2 |
| Mar 2026 | Schleich | 720 | 22.1% | 3 |
| Mar 2026 | Melissa & Doug | 260 | 8% | 4 |
| Mar 2026 | CollectA | 70 | 2.1% | 5 |
| Mar 2026 | Papo | 20 | 0.61% | 6 |
| Apr 2026 | Playmobil | 1.1K | 33.2% | 1 |
| Apr 2026 | Fisher-Price | 880 | 27.8% | 2 |
| Apr 2026 | Schleich | 880 | 27.8% | 3 |
| Apr 2026 | Melissa & Doug | 260 | 8.2% | 4 |
| Apr 2026 | CollectA | 50 | 1.6% | 5 |
| Apr 2026 | Papo | 40 | 1.3% | 6 |
| May 2026 | Playmobil | 1.1K | 33.2% | 1 |
| May 2026 | Fisher-Price | 880 | 27.6% | 2 |
| May 2026 | Schleich | 880 | 27.6% | 3 |
| May 2026 | Melissa & Doug | 260 | 8.2% | 4 |
| May 2026 | CollectA | 90 | 2.8% | 5 |
| May 2026 | Papo | 20 | 0.63% | 6 |
| Jun 2026 | Playmobil | 1K | 34.7% | 1 |
| Jun 2026 | Fisher-Price | 840 | 28.3% | 2 |
| Jun 2026 | Schleich | 720 | 24.2% | 3 |
| Jun 2026 | Melissa & Doug | 260 | 8.8% | 4 |
| Jun 2026 | CollectA | 90 | 3% | 5 |
| Jun 2026 | Papo | 30 | 1% | 6 |
| Jul 2026 | Playmobil | 1.1K | 32.4% | 1 |
| Jul 2026 | Fisher-Price | 960 | 28.6% | 2 |
| Jul 2026 | Schleich | 880 | 26.2% | 3 |
| Jul 2026 | Melissa & Doug | 320 | 9.5% | 4 |
| Jul 2026 | CollectA | 90 | 2.7% | 5 |
| Jul 2026 | Papo | 20 | 0.6% | 6 |
| Aug 2026 | Playmobil | 1.2K | 33.6% | 1 |
| Aug 2026 | Fisher-Price | 1.2K | 31.4% | 2 |
| Aug 2026 | Schleich | 880 | 23.8% | 3 |
| Aug 2026 | Melissa & Doug | 320 | 8.7% | 4 |
| Aug 2026 | CollectA | 70 | 1.9% | 5 |
| Aug 2026 | Papo | 20 | 0.54% | 6 |
| Sep 2026 | Fisher-Price | 1.1K | 32.1% | 1 |
| Sep 2026 | Playmobil | 1.1K | 30.4% | 2 |
| Sep 2026 | Schleich | 880 | 24.8% | 3 |
| Sep 2026 | Melissa & Doug | 320 | 9% | 4 |
| Sep 2026 | CollectA | 110 | 3.1% | 5 |
| Sep 2026 | Papo | 20 | 0.56% | 6 |

## What is being compared

- **CollectA**: Measured on the search term “collecta”.
- **Fisher-Price**: Measured on the search terms “bus fisher price”, “fisher price”, “fisher price cars”, “fisher price castle”, “fisher price dj”, “fisher price farm”, “fisher price walker” and “fisherprice”, summed into one figure.
- **Melissa & Doug**: Measured on the search terms “melissa & doug”, “melissa doug” and “melissadoug”, summed into one figure.
- **Papo**: Measured on the search terms “papo figures” and “papo toys”, summed into one figure.
- **Playmobil**: Measured on the search terms “playmobil”, “playmobil advent calendar”, “playmobil castle”, “playmobil horse”, “playmobil hospital”, “playmobil pirates” and “playmobil police”, summed into one figure.
- **Schleich**: Measured on the search term “schleich”.

- [CollectA](/demand/nz/brands/collecta)
- [Fisher-Price](/demand/nz/brands/fisher-price)
- [Melissa & Doug](/demand/nz/brands/melissa-and-doug)
- [Papo](/demand/nz/brands/papo)
- [Playmobil](/demand/nz/brands/playmobil)
- [Schleich](/demand/nz/brands/schleich)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among farm animals brands in New Zealand?

In September 2026, Fisher-Price was the most searched among farm animals brands in New Zealand, with an estimated 1.1K branded searches, 32.1% of all searches for the six we track.

## Cite this page

Brandwave. "Farm animals brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-farm-animals-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-farm-animals-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.