--- title: "Gift and novelty retailers in New Zealand: Which brands are most popular in search?" description: "Compare the gift, stationery and novelty stores New Zealanders shop at. Share of Search among Smiggle, Iko Iko and Typo, the gift and novelty retailers 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-gift-and-novelty-retailers" publisher: "Brandwave" --- # Gift and novelty retailers in New Zealand: Which brands are most popular in search? Compare the gift, stationery and novelty stores New Zealanders shop at. Share of Search among Smiggle, Iko Iko and Typo, the gift and novelty retailers 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**: Gift and novelty retailers - **Market**: New Zealand - **Brands compared**: 3 - **Month measured**: Aug 2026 - **Highest Share of Search**: Smiggle, 61.2% ## Which brand is most popular in search among gift and novelty retailers in New Zealand? - In August 2026, Smiggle was the most searched among gift and novelty retailers in New Zealand, with an estimated 26.2K branded searches and 61.2% estimated Share of Search within this set. - Iko Iko is in 2nd place, 39.3 percentage points behind at 21.8% Share of Search. - Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and novelty retailers in New Zealand decreased from 62% to 61.2%. - Across the 11 months ending August 2026, Iko Iko’s estimated Share of Search among gift and novelty retailers in New Zealand increased from 17.5% to 21.8%. - 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, Smiggle’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 70.4% in January 2026 and was lowest at 54.6% in December 2025. - Across the 11 months ending August 2026, Iko Iko’s estimated Share of Search among gift and novelty retailers in New Zealand peaked at 23.5% in April 2026 and was lowest at 12.7% in January 2026. - 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, Iko Iko rose from 3rd to 2nd among gift and novelty retailers in New Zealand. - Across the 11 months ending August 2026, Typo fell from 2nd to 3rd among gift and novelty retailers in New Zealand. ## Compare search popularity between leading brands - [Smiggle vs Iko Iko: compare search popularity](/demand/nz/compare/iko-iko-vs-smiggle): 61.2% against 21.8% Share of Search. - [Smiggle vs Typo: compare search popularity](/demand/nz/compare/smiggle-vs-typo): 61.2% against 17% Share of Search. - [Iko Iko vs Typo: compare search popularity](/demand/nz/compare/iko-iko-vs-typo): 21.8% against 17% Share of Search. ## How did search popularity change for New Zealand gift and novelty retailers in August 2026? - 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%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Smiggle | 61.2% | 26.2K | +2.4% | Smiggle | | 2 | Iko Iko | 21.8% | 9.4K | +20.9% | Iko Iko | | 3 | Typo | 17% | 7.3K | +48.4% | Typo | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Smiggle | 26.8K | 62% | 1 | | Oct 2025 | Typo | 8.9K | 20.5% | 2 | | Oct 2025 | Iko Iko | 7.6K | 17.5% | 3 | | Nov 2025 | Smiggle | 47.6K | 65.3% | 1 | | Nov 2025 | Typo | 16K | 21.9% | 2 | | Nov 2025 | Iko Iko | 9.3K | 12.8% | 3 | | Dec 2025 | Smiggle | 40.5K | 54.6% | 1 | | Dec 2025 | Typo | 19.7K | 26.6% | 2 | | Dec 2025 | Iko Iko | 13.9K | 18.8% | 3 | | Jan 2026 | Smiggle | 42.4K | 70.4% | 1 | | Jan 2026 | Typo | 10.2K | 16.9% | 2 | | Jan 2026 | Iko Iko | 7.6K | 12.7% | 3 | | Feb 2026 | Smiggle | 21.7K | 63% | 1 | | Feb 2026 | Iko Iko | 7.6K | 22.1% | 2 | | Feb 2026 | Typo | 5.2K | 14.9% | 3 | | Mar 2026 | Smiggle | 21.4K | 62.8% | 1 | | Mar 2026 | Iko Iko | 7.8K | 22.9% | 2 | | Mar 2026 | Typo | 4.9K | 14.3% | 3 | | Apr 2026 | Smiggle | 21K | 64.2% | 1 | | Apr 2026 | Iko Iko | 7.7K | 23.5% | 2 | | Apr 2026 | Typo | 4K | 12.3% | 3 | | May 2026 | Smiggle | 21.4K | 64.6% | 1 | | May 2026 | Iko Iko | 7.6K | 22.9% | 2 | | May 2026 | Typo | 4.1K | 12.5% | 3 | | Jun 2026 | Smiggle | 21.4K | 64.4% | 1 | | Jun 2026 | Iko Iko | 7.7K | 23.3% | 2 | | Jun 2026 | Typo | 4.1K | 12.3% | 3 | | Jul 2026 | Smiggle | 25.6K | 66.9% | 1 | | Jul 2026 | Iko Iko | 7.7K | 20.2% | 2 | | Jul 2026 | Typo | 4.9K | 12.8% | 3 | | Aug 2026 | Smiggle | 26.2K | 61.2% | 1 | | Aug 2026 | Iko Iko | 9.4K | 21.8% | 2 | | Aug 2026 | Typo | 7.3K | 17% | 3 | | Sep 2026 | Iko Iko | — | — | — | | Sep 2026 | Smiggle | — | — | — | | Sep 2026 | Typo | — | — | — | ## What is being compared - **Iko Iko**: Measured on the search terms “dixie cups iko iko”, “iko iko”, “iko iko hours”, “iko iko near me”, “iko iko nz”, “iko iko original”, “iko iko song”, “iko iko store”, “ikoiko”, “ikoiko co nz” and “ikoiko nz”, summed into one figure. - **Smiggle**: Measured on the search terms “bottle smiggle”, “smiggle”, “smiggle backpack”, “smiggle bags”, “smiggle book bag”, “smiggle co nz”, “smiggle gifts”, “smiggle henderson”, “smiggle lunch bag”, “smiggle near me”, “smiggle notebooks”, “smiggle nz”, “smiggle nz online”, “smiggle online”, “smiggle pencil box”, “smiggle pens”, “smiggle queensgate”, “smiggle sale”, “smiggle shop”, “smiggle stationery”, “smiggle store” and “smiggle water bottle”, summed into one figure. - **Typo**: Measured on the search terms “typo gifts”, “typo notebooks”, “typo nz”, “typo pencil case”, “typo stationery” and “typo store”, summed into one figure. - [Iko Iko](/demand/nz/brands/iko-iko) - [Smiggle](/demand/nz/brands/smiggle) - [Typo](/demand/nz/brands/typo) ## Methodology - [How is branded search demand 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 gift and novelty retailers in New Zealand? In August 2026, Smiggle was the most searched among gift and novelty retailers in New Zealand, with an estimated 26.2K branded searches and 61.2% estimated Share of Search within this set. ## Cite this page Brandwave. "Gift and novelty retailers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-gift-and-novelty-retailers This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-gift-and-novelty-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.