Model kit brands in New Zealand:Which are most popular?
In September 2026, Tamiya was the most searched model kit brand in New Zealand, accounting for 57.6% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Tamiya showed up in every answer. Tamiya was recommended most often, coming first in all three responses that gave a list.
TamiyaShare of searches 57.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AirfixShare of searches 21.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
HasegawaShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
RevellShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
BandaiShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top model kit brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Tamiya appeared every time. Tamiya was recommended most often, coming first in all three answers that gave a list. Bandai was second, and Airfix was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tamiya5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Airfix4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hasegawa3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Revell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bandai3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Meng Model2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about model kit brands
5 answers
Asked ChatGPT
“Which model kit brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best model kit brands in New Zealand?”
Asked ChatGPT
“What's the best model kit brand in New Zealand for a hobby project?”
Searched Google, AI Overview
“plastic model kits nz”
Searched Google, AI Overview
“scale model kits”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which model kit brands do people search for most?
This chart shows how often people search Google for each model kit brand by name. Each line represents a brand's share of searches for all six model kit brands we track, month by month, from searches in New Zealand.
Share of searches by month for Tamiya, Airfix, Hasegawa, Revell. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tamiya | Airfix | Hasegawa | Revell | Bandai | Meng Model |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 31.8% | 8.5% | 10.1% | 3.1% | 0.78% |
| Nov 2025 | 43.1% | 36.5% | 8% | 8.8% | 2.2% | 1.5% |
| Dec 2025 | 48.6% | 33.1% | 6.1% | 8.1% | 2% | 2% |
| Jan 2026 | 44.4% | 37% | 6.8% | 8.6% | 1.9% | 1.2% |
| Feb 2026 | 48% | 32.5% | 7.3% | 8.1% | 2.4% | 1.6% |
| Mar 2026 | 45.7% | 31% | 8.5% | 11.6% | 2.3% | 0.78% |
| Apr 2026 | 42.8% | 35.5% | 8% | 8.7% | 3.6% | 1.4% |
| May 2026 | 50.3% | 28% | 7.7% | 9.8% | 3.5% | 0.7% |
| Jun 2026 | 53.6% | 24.5% | 8.2% | 9.1% | 2.7% | 1.8% |
| Jul 2026 | 50.7% | 29.6% | 7.7% | 7% | 2.8% | 2.1% |
| Aug 2026 | 51.4% | 29.3% | 7.9% | 7.9% | 2.1% | 1.4% |
| Sep 2026 | 57.6% | 21.6% | 8.8% | 8.8% | 1.6% | 1.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.6% | 720 | 0% | +6.2 points | |
| 2, held 2nd | 21.6% | 270 | -34.1% | -7.7 points | |
| 3, held 3rd | 8.8% | 110 | 0% | +0.9 points | |
| 4, held 4th | 8.8% | 110 | 0% | +0.9 points | |
| 5, held 5th | 1.6% | 20 | -33.3% | -0.5 points | |
| 6, held 6th | 1.6% | 20 | 0% | +0.2 points |
1.
Tamiya57.6%
Held 1st. 720 estimated branded searches, 0% vs prior month. Share +6.2 points.
2.
Airfix21.6%
Held 2nd. 270 estimated branded searches, -34.1% vs prior month. Share -7.7 points.
3.
Hasegawa8.8%
Held 3rd. 110 estimated branded searches, 0% vs prior month. Share +0.9 points.
4.
Revell8.8%
Held 4th. 110 estimated branded searches, 0% vs prior month. Share +0.9 points.
5.
Bandai1.6%
Held 5th. 20 estimated branded searches, -33.3% vs prior month. Share -0.5 points.
1.6%
Held 6th. 20 estimated branded searches, 0% vs prior month. Share +0.2 points.
Which brand is most popular in search among model kit brands in New Zealand?
6 brands
In September 2026, Tamiya was the most searched among model kit brands in New Zealand, with an estimated 720 branded searches, 57.6% of all searches for the six we track. Airfix is in 2nd place, 36 percentage points behind at 21.6%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Tamiya | 45.7% → 57.6% | 57.6%Sep 2026 | 42.8%Apr 2026 | 1st |
| Airfix | 31.8% → 21.6% | 37%Jan 2026 | 21.6%Sep 2026 | 2nd |
| Hasegawa | 8.5% → 8.8% | 8.8%Sep 2026 | 6.1%Dec 2025 | 4th → 3rd |
| Revell | 10.1% → 8.8% | 11.6%Mar 2026 | 7%Jul 2026 | 3rd → 4th |
| Bandai | 3.1% → 1.6% | 3.6%Apr 2026 | 1.6%Sep 2026 | 5th |
| Meng Model | 0.78% → 1.6% | 2.1%Jul 2026 | 0.7%May 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, Tamiya’s share of searches among model kit brands in New Zealand increased from 45.7% to 57.6%.
- Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand decreased from 31.8% to 21.6%.
- Across the 12 months ending September 2026, Revell’s share of searches among model kit brands in New Zealand decreased from 10.1% to 8.8%.
- Across the 12 months ending September 2026, Bandai’s share of searches among model kit brands in New Zealand decreased from 3.1% to 1.6%.
- Across the 12 months ending September 2026, Meng Model’s share of searches among model kit brands in New Zealand increased from 0.78% to 1.6%.
- Across the 12 months ending September 2026, Tamiya’s share of searches among model kit brands in New Zealand peaked at 57.6% in September 2026 and was lowest at 42.8% in April 2026.
- Across the 12 months ending September 2026, Airfix’s share of searches among model kit brands in New Zealand peaked at 37% in January 2026 and was lowest at 21.6% in September 2026.
- Across the 12 months ending September 2026, Hasegawa’s share of searches among model kit brands in New Zealand peaked at 8.8% in September 2026 and was lowest at 6.1% in December 2025.
- Across the 12 months ending September 2026, Revell’s share of searches among model kit brands in New Zealand peaked at 11.6% in March 2026 and was lowest at 7% in July 2026.
- Across the 12 months ending September 2026, Bandai’s share of searches among model kit brands in New Zealand peaked at 3.6% in April 2026 and was lowest at 1.6% in September 2026.
- Across the 12 months ending September 2026, Meng Model’s share of searches among model kit brands in New Zealand peaked at 2.1% in July 2026 and was lowest at 0.7% in May 2026.
- Across the 12 months ending September 2026, Hasegawa rose from 4th to 3rd among model kit brands in New Zealand.
- Across the 12 months ending September 2026, Revell fell from 3rd to 4th among model kit brands in New Zealand.
How did search popularity change for New Zealand model kit brands in September 2026?
6 changes
In September 2026, Tamiya gained share of searches among model kit brands in New Zealand, from 51.4% to 57.6%.
In September 2026, Hasegawa gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.
In September 2026, Revell gained share of searches among model kit brands in New Zealand, from 7.9% to 8.8%.
In September 2026, Airfix lost share of searches among model kit brands in New Zealand, from 29.3% to 21.6%.
In September 2026, Bandai lost share of searches among model kit brands in New Zealand, from 2.1% to 1.6%.
Estimated monthly branded searches for Meng Model in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
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