Brandwave

Toy brands in New Zealand:Which brands are most popular in search?

In August 2026, LEGO was the most searched among toy brands in New Zealand, with an estimated 115K branded searches and 71.1% estimated Share of Search within this set.

Share of Search, August 2026
  1. LEGO71.1%
  2. Barbie13.5%
  3. Hot Wheels9.1%
  4. Fisher-Price2%
  5. VTech1.7%
  6. Playmobil0.95%
  7. Melissa & Doug0.91%
  8. Nerf0.6%

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Share of SearchLeaderboard

Compare the toy brands New Zealand families buy most. 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 among toy brands in New Zealand, by month

Share of Search by month for LEGO, Barbie, Hot Wheels, Fisher-Price. The figures are in the table below the chart.

View monthly share of search table
MonthLEGOBarbieHot WheelsFisher-PriceVTechPlaymobilMelissa & DougNerf
Oct 202561.9%15.1%16%2.1%2%1.3%0.8%0.73%
Nov 202569.2%13.6%9.8%2.1%2.3%1.3%0.79%0.8%
Dec 202573.4%11%9.8%1.6%1.9%0.99%0.49%0.72%
Jan 202676.9%10%8.4%1.4%1.4%0.79%0.49%0.6%
Feb 202673.4%12%8.9%1.8%1.6%1.2%0.47%0.67%
Mar 202669.8%14.4%9.8%2%1.5%1.3%0.56%0.64%
Apr 202672.8%12.1%9.5%1.8%1.6%1.1%0.55%0.62%
May 202672.8%13.4%7.9%2.1%1.7%1%0.5%0.66%
Jun 202670.9%14.2%8.8%2.3%1.7%0.99%0.63%0.54%
Jul 202669.6%13.6%9.4%2.5%1.9%1.1%1.2%0.69%
Aug 202671.1%13.5%9.1%2%1.7%0.95%0.91%0.6%
Sep 2026————————

This month’s ranking, August 2026

  1. 1.LEGO

    71.1%

    held 1st · 115K estimated branded searches · +17.1% vs prior month · +1.6 points

  2. 2.Barbie

    13.5%

    held 2nd · 21.8K estimated branded searches · +13.5% vs prior month · -0.1 points

  3. 3.Hot Wheels

    9.1%

    held 3rd · 14.8K estimated branded searches · +10.9% vs prior month · -0.3 points

  4. 4.Fisher-Price

    2%

    held 4th · 3.3K estimated branded searches · -6% vs prior month · -0.4 points

  5. 5.VTech

    1.7%

    held 5th · 2.8K estimated branded searches · +4.5% vs prior month · -0.2 points

  6. 6.Playmobil

    0.95%

    moved from 7th to 6th · 1.5K estimated branded searches · 0% vs prior month · -0.1 points

  7. 7.Melissa & Doug

    0.91%

    moved from 6th to 7th · 1.5K estimated branded searches · -15% vs prior month · -0.3 points

  8. 8.Nerf

    0.6%

    held 8th · 970 estimated branded searches · -1% vs prior month · -0.1 points

Compare search popularity between leading brands

Which brand is most popular in search among toy brands in New Zealand?

In August 2026, LEGO was the most searched among toy brands in New Zealand, with an estimated 115K branded searches and 71.1% estimated Share of Search within this set. Barbie is in 2nd place, 57.7 percentage points behind at 13.5% Share of Search.

New Zealand toy brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
LEGO61.9% → 71.1%76.9%Jan 202661.9%Oct 20251st
Barbie15.1% → 13.5%15.1%Oct 202510%Jan 20263rd → 2nd
Hot Wheels16% → 9.1%16%Oct 20257.9%May 20262nd → 3rd
Fisher-Price2.1% → 2%2.5%Jul 20261.4%Jan 20264th
VTech2% → 1.7%2.3%Nov 20251.4%Jan 20265th
Playmobil1.3% → 0.95%1.3%Oct 20250.79%Jan 20266th
Melissa & Doug0.8% → 0.91%1.2%Jul 20260.47%Feb 20267th
Nerf0.73% → 0.6%0.8%Nov 20250.54%Jun 20268th

Each finding as a sentence

  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand increased from 61.9% to 71.1%.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands in New Zealand decreased from 15.1% to 13.5%.
  • Across the 11 months ending August 2026, Hot Wheels’ estimated Share of Search among toy brands in New Zealand decreased from 16% to 9.1%.
  • Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand peaked at 76.9% in January 2026 and was lowest at 61.9% in October 2025.
  • Across the 11 months ending August 2026, Barbie’s estimated Share of Search among toy brands in New Zealand peaked at 15.1% in October 2025 and was lowest at 10% in January 2026.
  • Across the 11 months ending August 2026, Hot Wheels’ estimated Share of Search among toy brands in New Zealand peaked at 16% in October 2025 and was lowest at 7.9% in May 2026.
  • Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among toy brands in New Zealand peaked at 2.5% in July 2026 and was lowest at 1.4% in January 2026.
  • Across the 11 months ending August 2026, Barbie rose from 3rd to 2nd among toy brands in New Zealand.
  • Across the 11 months ending August 2026, Hot Wheels fell from 2nd to 3rd among toy brands in New Zealand.
  • Across the 11 months ending August 2026, Fisher-Price, VTech, Playmobil, Melissa & Doug and Nerf held steady: their estimated Share of Search among toy brands in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand toy brands in August 2026?

  1. In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.

  2. In August 2026, Playmobil rose from 7th to 6th among toy brands in New Zealand.

  3. In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.

  4. Estimated monthly branded searches for Hot Wheels in New Zealand fell 36.4% over 11 measured months, from 23.2K to 14.8K in August 2026.

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