--- title: "Melissa & Doug vs Playmobil: Which is searched more in New Zealand?" description: "Is Melissa & Doug or Playmobil more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Farm animals brands set in New Zealand. 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/compare/melissa-and-doug-vs-playmobil" publisher: "Brandwave" --- # Melissa & Doug vs Playmobil: Which is searched more in New Zealand? Is Melissa & Doug or Playmobil more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Farm animals brands set in New Zealand. 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 - **Compared**: Melissa & Doug and Playmobil - **Competitive set**: Farm animals brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Melissa & Doug Share of Search**: 9% - **Playmobil Share of Search**: 30.4% ## Is Melissa & Doug or Playmobil more popular in search? - In September 2026, Playmobil had more branded searches than Melissa & Doug among farm animals brands in New Zealand. Playmobil had about 1,080 branded searches, while Melissa & Doug had 320. Playmobil made up 30.4% of all farm animals brand searches we track, and Melissa & Doug accounted for 9%. - Playmobil was ahead of Melissa & Doug in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Melissa & Doug’s share of searches among farm animals brands in New Zealand moved from 9.4% to 9%, and its estimated monthly branded searches moved from 390 to 320. - Across the 12 months ending September 2026, Playmobil’s share of searches among farm animals brands in New Zealand moved from 31.7% to 30.4%, and its estimated monthly branded searches moved from 1.3K to 1.1K. ## Top farm animals brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Playmobil was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Melissa & Doug did not appear in any of the five answers. 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. ## 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, Playmobil lost share of searches among farm animals brands in New Zealand, from 33.6% to 30.4%. - Estimated monthly branded searches for Melissa & Doug in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026. ## Month by month | Month | Melissa & Doug estimated searches | Melissa & Doug Share of Search | Melissa & Doug rank | Playmobil estimated searches | Playmobil Share of Search | Playmobil rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 390 | 9.4% | 4 | 1.3K | 31.7% | 2 | | Nov 2025 | 480 | 9.1% | 4 | 1.7K | 32.3% | 1 | | Dec 2025 | 390 | 9.1% | 4 | 1.3K | 31.4% | 2 | | Jan 2026 | 320 | 10.2% | 4 | 880 | 28% | 2 | | Feb 2026 | 210 | 7.6% | 4 | 1K | 37.4% | 1 | | Mar 2026 | 260 | 8% | 4 | 1.2K | 35.6% | 1 | | Apr 2026 | 260 | 8.2% | 4 | 1.1K | 33.2% | 1 | | May 2026 | 260 | 8.2% | 4 | 1.1K | 33.2% | 1 | | Jun 2026 | 260 | 8.8% | 4 | 1K | 34.7% | 1 | | Jul 2026 | 320 | 9.5% | 4 | 1.1K | 32.4% | 1 | | Aug 2026 | 320 | 8.7% | 4 | 1.2K | 33.6% | 1 | | Sep 2026 | 320 | 9% | 4 | 1.1K | 30.4% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Melissa & Doug’s and Playmobil’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Melissa & Doug**: Measured on the search terms “melissa & doug”, “melissa doug” and “melissadoug”, 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. - [Melissa & Doug profile](/demand/nz/brands/melissa-and-doug) - [Playmobil profile](/demand/nz/brands/playmobil) - [All farm animals brands in New Zealand](/demand/nz/categories/nz-farm-animals-brands): The set both shares are measured inside, 6 brands. ## 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 ### Is Melissa & Doug or Playmobil more popular in search? In September 2026, Playmobil had more branded searches than Melissa & Doug among farm animals brands in New Zealand. Playmobil had about 1,080 branded searches, while Melissa & Doug had 320. Playmobil made up 30.4% of all farm animals brand searches we track, and Melissa & Doug accounted for 9%. ## Cite this page Brandwave. "Melissa & Doug vs Playmobil: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-farm-animals-brands/compare/melissa-and-doug-vs-playmobil This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-farm-animals-brands/compare/melissa-and-doug-vs-playmobil. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.