Smiggle vs Typo:Which is more popular by branded search in New Zealand?
In August 2026, Smiggle had more branded searches than Typo among gift and novelty retailers in New Zealand. Smiggle was estimated to have 26.2K branded searches compared to Typo’s 7.3K, and held a 61.2% Share of Search versus Typo’s 17%.
Follow Smiggle vs Typo and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, Smiggle or Typo?
Compare the gift, stationery and novelty stores New Zealanders shop at. 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.
Share of Search by month for Smiggle, 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 | — | — | — |
How has the Smiggle and Typo comparison changed over the last 12 months?
3 findings
- Smiggle was ahead of Typo in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Smiggle’s estimated Share of Search among gift and novelty retailers in New Zealand moved from 62% to 61.2%, and its estimated monthly branded searches moved from 26.8K to 26.2K.
- Across the 11 months ending August 2026, Typo’s estimated Share of Search among gift and novelty retailers in New Zealand moved from 20.5% to 17%, and its estimated monthly branded searches moved from 8.9K to 7.3K.
How did search popularity change for New Zealand gift and novelty retailers in August 2026?
2 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, Smiggle lost estimated Share of Search among gift and novelty retailers in New Zealand, from 66.9% to 61.2%.
How each brand is measured
Brandwave collects information about searches that people make online using Smiggle’s and Typo’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.
Smiggle
22 branded 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
- smiggle water bottle
Typo
6 branded search terms
- typo gifts
- typo notebooks
- typo nz
- typo pencil case
- typo stationery
- typo store
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.