---
title: "Play kitchen brands in New Zealand: Which are searched most?"
description: "Compare the play kitchen brands people buy. Share of Search among Mocka, Little Nation, Little Tikes, Fisher-Price, Hape, Melissa & Doug, IKEA and Le Toy Van, the play kitchen 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-play-kitchen-brands"
publisher: "Brandwave"
---

# Play kitchen brands in New Zealand: Which are searched most?

Compare the play kitchen brands people buy. Share of Search among Mocka, Little Nation, Little Tikes, Fisher-Price, Hape, Melissa & Doug, IKEA and Le Toy Van, the play kitchen 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**: Play kitchen brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Mocka, 80.2%

## Which brand is most popular in search among play kitchen brands in New Zealand?

- In September 2026, Mocka was the most searched among play kitchen brands in New Zealand, with an estimated 22.2K branded searches, 80.2% of all searches for the eight we track.
- Little Nation is in 2nd place, 74.4 percentage points behind at 5.8%.
- Across the 12 months ending September 2026, Little Nation’s share of searches among play kitchen brands in New Zealand decreased from 8.6% to 5.8%.
- Across the 12 months ending September 2026, Little Tikes’ share of searches among play kitchen brands in New Zealand increased from 3.8% to 4.7%.
- Across the 12 months ending September 2026, Hape’s share of searches among play kitchen brands in New Zealand increased from 1.4% to 3.2%.
- Across the 12 months ending September 2026, Mocka’s share of searches among play kitchen brands in New Zealand peaked at 87% in June 2026 and was lowest at 74.2% in December 2025.
- Across the 12 months ending September 2026, Little Nation’s share of searches among play kitchen brands in New Zealand peaked at 12% in December 2025 and was lowest at 4.2% in June 2026.
- Across the 12 months ending September 2026, Little Tikes’ share of searches among play kitchen brands in New Zealand peaked at 4.7% in September 2026 and was lowest at 2.3% in January 2026.
- Across the 12 months ending September 2026, Fisher-Price’s share of searches among play kitchen brands in New Zealand peaked at 4.8% in December 2025 and was lowest at 2.7% in June 2026.
- Across the 12 months ending September 2026, Hape’s share of searches among play kitchen brands in New Zealand peaked at 3.2% in September 2026 and was lowest at 1.2% in January 2026.
- Across the 12 months ending September 2026, Little Tikes rose from 4th to 3rd among play kitchen brands in New Zealand.
- Across the 12 months ending September 2026, Fisher-Price fell from 3rd to 4th among play kitchen brands in New Zealand.
- Across the 12 months ending September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.
- Across the 12 months ending September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.
- Across the 12 months ending September 2026, Mocka and Melissa & Doug held steady: their share of searches among play kitchen brands in New Zealand each moved less than 0.5 percentage points.

## Top play kitchen brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Little Nation was mentioned most often, in four of the five answers. Mocka was recommended most often, coming first in two out of five answers. Little Nation was second, and Hape was third. Little Tikes, which ranked third 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 |
| --- | --- | --- | --- | --- |
| Mocka | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Little Nation | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Hape | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| IKEA | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Le Toy Van | 5th | 1 of 3 | 1 of 2 | 2 of 5 |
| Little Tikes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Fisher-Price | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about play kitchen brands

- Asked ChatGPT "Which play kitchen brand should I buy in New Zealand?": 1. Mocka, 2. IKEA, 3. Hape
- Asked ChatGPT "What are the best play kitchen brands in New Zealand?": 1. IKEA, 2. Mocka, 3. Little Nation, 4. Hape, 5. Le Toy Van
- Asked ChatGPT "What's the best play kitchen brand in New Zealand for a toddler?": 1. Mocka, 2. Little Nation
- Searched Google, AI Overview "best play kitchen": 1. Hape, 2. Little Nation
- Searched Google, AI Overview "wooden play kitchen": 1. Little Nation, 2. Le Toy Van

Not named in any answer: Little Tikes, Fisher-Price and 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

- [Mocka vs Little Nation: compare search popularity](/demand/nz/compare/little-nation-vs-mocka): 80.2% against 5.8% Share of Search.
- [Mocka vs Little Tikes: compare search popularity](/demand/nz/compare/little-tikes-vs-mocka): 80.2% against 4.7% Share of Search.
- [Mocka vs Fisher-Price: compare search popularity](/demand/nz/compare/fisher-price-vs-mocka): 80.2% against 4.1% Share of Search.
- [Mocka vs Hape: compare search popularity](/demand/nz/compare/hape-vs-mocka): 80.2% against 3.2% Share of Search.
- [Little Nation vs Little Tikes: compare search popularity](/demand/nz/compare/little-nation-vs-little-tikes): 5.8% against 4.7% Share of Search.
- [Little Nation vs Fisher-Price: compare search popularity](/demand/nz/compare/fisher-price-vs-little-nation): 5.8% against 4.1% Share of Search.
- [Little Nation vs Hape: compare search popularity](/demand/nz/compare/hape-vs-little-nation): 5.8% against 3.2% Share of Search.
- [Little Tikes vs Fisher-Price: compare search popularity](/demand/nz/compare/fisher-price-vs-little-tikes): 4.7% against 4.1% Share of Search.
- [Little Tikes vs Hape: compare search popularity](/demand/nz/compare/hape-vs-little-tikes): 4.7% against 3.2% Share of Search.
- [Fisher-Price vs Hape: compare search popularity](/demand/nz/compare/fisher-price-vs-hape): 4.1% against 3.2% Share of Search.

## How did search popularity change for New Zealand play kitchen brands in September 2026?

- In September 2026, Little Tikes overtook Fisher-Price to rank 3rd among play kitchen brands in New Zealand, with 4.7% of the searches.
- In September 2026, Hape gained share of searches among play kitchen brands in New Zealand, from 1.8% to 3.2%.
- In September 2026, Mocka lost share of searches among play kitchen brands in New Zealand, from 81.8% to 80.2%.
- In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.
- In September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.
- Estimated monthly branded searches for Little Nation in New Zealand fell 44.8% over 12 measured months, from 2.9K to 1.6K 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.
- Estimated monthly branded searches for Fisher-Price in New Zealand fell 14.3% over 12 measured months, from 1.3K to 1.1K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Mocka | 80.2% | 22.2K | 0.0% | MOCKA LIMITED |
| 2 | Little Nation | 5.8% | 1.6K | 0.0% | Little Nation |
| 3 | Little Tikes | 4.7% | 1.3K | +30.0% | Little Tikes |
| 4 | Fisher-Price | 4.1% | 1.1K | -1.7% | Mattel |
| 5 | Hape | 3.2% | 880 | +83.3% | Hape |
| 6 | Melissa & Doug | 1.2% | 320 | 0.0% | Melissa & Doug |
| 7 | IKEA | 0.51% | 140 | -17.6% | IKEA New Zealand Limited |
| 8 | Le Toy Van | 0.4% | 110 | -47.6% | Le Toy Van |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Mocka | 27.1K | 80.2% | 1 |
| Oct 2025 | Little Nation | 2.9K | 8.6% | 2 |
| Oct 2025 | Fisher-Price | 1.3K | 3.9% | 3 |
| Oct 2025 | Little Tikes | 1.3K | 3.8% | 4 |
| Oct 2025 | Hape | 480 | 1.4% | 5 |
| Oct 2025 | Melissa & Doug | 390 | 1.2% | 6 |
| Oct 2025 | Le Toy Van | 210 | 0.62% | 7 |
| Oct 2025 | IKEA | 70 | 0.21% | 8 |
| Nov 2025 | Mocka | 33.1K | 77.7% | 1 |
| Nov 2025 | Little Nation | 4.4K | 10.3% | 2 |
| Nov 2025 | Little Tikes | 1.9K | 4.5% | 3 |
| Nov 2025 | Fisher-Price | 1.6K | 3.8% | 4 |
| Nov 2025 | Hape | 720 | 1.7% | 5 |
| Nov 2025 | Melissa & Doug | 480 | 1.1% | 6 |
| Nov 2025 | Le Toy Van | 260 | 0.61% | 7 |
| Nov 2025 | IKEA | 110 | 0.26% | 8 |
| Dec 2025 | Mocka | 22.2K | 74.2% | 1 |
| Dec 2025 | Little Nation | 3.6K | 12% | 2 |
| Dec 2025 | Fisher-Price | 1.4K | 4.8% | 3 |
| Dec 2025 | Little Tikes | 1.3K | 4.3% | 4 |
| Dec 2025 | Hape | 590 | 2% | 5 |
| Dec 2025 | Melissa & Doug | 390 | 1.3% | 6 |
| Dec 2025 | Le Toy Van | 210 | 0.7% | 7 |
| Dec 2025 | IKEA | 170 | 0.57% | 8 |
| Jan 2026 | Mocka | 27.1K | 86.3% | 1 |
| Jan 2026 | Little Nation | 1.6K | 5.1% | 2 |
| Jan 2026 | Fisher-Price | 990 | 3.2% | 3 |
| Jan 2026 | Little Tikes | 720 | 2.3% | 4 |
| Jan 2026 | Hape | 390 | 1.2% | 5 |
| Jan 2026 | Melissa & Doug | 320 | 1% | 6 |
| Jan 2026 | IKEA | 140 | 0.45% | 7 |
| Jan 2026 | Le Toy Van | 140 | 0.45% | 8 |
| Feb 2026 | Mocka | 18.1K | 81.2% | 1 |
| Feb 2026 | Little Nation | 1.9K | 8.5% | 2 |
| Feb 2026 | Fisher-Price | 850 | 3.8% | 3 |
| Feb 2026 | Little Tikes | 720 | 3.2% | 4 |
| Feb 2026 | Hape | 320 | 1.4% | 5 |
| Feb 2026 | Melissa & Doug | 210 | 0.94% | 6 |
| Feb 2026 | Le Toy Van | 110 | 0.49% | 7 |
| Feb 2026 | IKEA | 70 | 0.31% | 8 |
| Mar 2026 | Mocka | 22.2K | 83.2% | 1 |
| Mar 2026 | Little Nation | 1.6K | 6% | 2 |
| Mar 2026 | Fisher-Price | 1K | 3.9% | 3 |
| Mar 2026 | Little Tikes | 880 | 3.3% | 4 |
| Mar 2026 | Hape | 480 | 1.8% | 5 |
| Mar 2026 | Melissa & Doug | 260 | 0.97% | 6 |
| Mar 2026 | Le Toy Van | 170 | 0.64% | 7 |
| Mar 2026 | IKEA | 70 | 0.26% | 8 |
| Apr 2026 | Mocka | 22.2K | 83.6% | 1 |
| Apr 2026 | Little Nation | 1.6K | 6% | 2 |
| Apr 2026 | Fisher-Price | 880 | 3.3% | 3 |
| Apr 2026 | Little Tikes | 880 | 3.3% | 4 |
| Apr 2026 | Hape | 480 | 1.8% | 5 |
| Apr 2026 | Melissa & Doug | 260 | 0.98% | 6 |
| Apr 2026 | Le Toy Van | 140 | 0.53% | 7 |
| Apr 2026 | IKEA | 110 | 0.41% | 8 |
| May 2026 | Mocka | 27.1K | 86.2% | 1 |
| May 2026 | Little Nation | 1.6K | 5.1% | 2 |
| May 2026 | Fisher-Price | 880 | 2.8% | 3 |
| May 2026 | Little Tikes | 880 | 2.8% | 4 |
| May 2026 | Hape | 480 | 1.5% | 5 |
| May 2026 | Melissa & Doug | 260 | 0.83% | 6 |
| May 2026 | Le Toy Van | 140 | 0.45% | 7 |
| May 2026 | IKEA | 90 | 0.29% | 8 |
| Jun 2026 | Mocka | 27.1K | 87% | 1 |
| Jun 2026 | Little Nation | 1.3K | 4.2% | 2 |
| Jun 2026 | Little Tikes | 880 | 2.8% | 3 |
| Jun 2026 | Fisher-Price | 840 | 2.7% | 4 |
| Jun 2026 | Hape | 480 | 1.5% | 5 |
| Jun 2026 | Melissa & Doug | 260 | 0.83% | 6 |
| Jun 2026 | IKEA | 170 | 0.55% | 7 |
| Jun 2026 | Le Toy Van | 110 | 0.35% | 8 |
| Jul 2026 | Mocka | 22.2K | 83.5% | 1 |
| Jul 2026 | Little Nation | 1.3K | 4.9% | 2 |
| Jul 2026 | Little Tikes | 1K | 3.8% | 3 |
| Jul 2026 | Fisher-Price | 960 | 3.6% | 4 |
| Jul 2026 | Hape | 480 | 1.8% | 5 |
| Jul 2026 | Melissa & Doug | 320 | 1.2% | 6 |
| Jul 2026 | IKEA | 170 | 0.64% | 7 |
| Jul 2026 | Le Toy Van | 170 | 0.64% | 8 |
| Aug 2026 | Mocka | 22.2K | 81.8% | 1 |
| Aug 2026 | Little Nation | 1.6K | 5.9% | 2 |
| Aug 2026 | Fisher-Price | 1.2K | 4.3% | 3 |
| Aug 2026 | Little Tikes | 1K | 3.7% | 4 |
| Aug 2026 | Hape | 480 | 1.8% | 5 |
| Aug 2026 | Melissa & Doug | 320 | 1.2% | 6 |
| Aug 2026 | Le Toy Van | 210 | 0.77% | 7 |
| Aug 2026 | IKEA | 170 | 0.63% | 8 |
| Sep 2026 | Mocka | 22.2K | 80.2% | 1 |
| Sep 2026 | Little Nation | 1.6K | 5.8% | 2 |
| Sep 2026 | Little Tikes | 1.3K | 4.7% | 3 |
| Sep 2026 | Fisher-Price | 1.1K | 4.1% | 4 |
| Sep 2026 | Hape | 880 | 3.2% | 5 |
| Sep 2026 | Melissa & Doug | 320 | 1.2% | 6 |
| Sep 2026 | IKEA | 140 | 0.51% | 7 |
| Sep 2026 | Le Toy Van | 110 | 0.4% | 8 |

## What is being compared

- **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.
- **Hape**: Measured on the search term “hape toys”.
- **IKEA**: Measured on the search term “ikea play kitchen”.
- **Le Toy Van**: Measured on the search term “le toy van”.
- **Little Nation**: Measured on the search term “little nation”.
- **Little Tikes**: Measured on the search term “little tikes”.
- **Melissa & Doug**: Measured on the search terms “melissa & doug”, “melissa doug” and “melissadoug”, summed into one figure.
- **Mocka**: Measured on the search term “Mocka”.

- [Fisher-Price](/demand/nz/brands/fisher-price)
- [Hape](/demand/nz/brands/hape)
- [IKEA](/demand/nz/brands/ikea)
- [Le Toy Van](/demand/nz/brands/le-toy-van)
- [Little Nation](/demand/nz/brands/little-nation)
- [Little Tikes](/demand/nz/brands/little-tikes)
- [Melissa & Doug](/demand/nz/brands/melissa-and-doug)
- [Mocka](/demand/nz/brands/mocka)

## 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 play kitchen brands in New Zealand?

In September 2026, Mocka was the most searched among play kitchen brands in New Zealand, with an estimated 22.2K branded searches, 80.2% of all searches for the eight we track.

## Cite this page

Brandwave. "Play kitchen brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-play-kitchen-brands

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