---
title: "Toy brands in New Zealand: Which brands are most popular in search?"
description: "Compare the toy brands New Zealand families buy most. Share of Search among LEGO, Barbie, Hot Wheels, Fisher-Price, VTech, Playmobil, Melissa & Doug and Nerf, the toy 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-toy-brands"
publisher: "Brandwave"
---

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

Compare the toy brands New Zealand families buy most. Share of Search among LEGO, Barbie, Hot Wheels, Fisher-Price, VTech, Playmobil, Melissa & Doug and Nerf, the toy 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**: Toy brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Aug 2026
- **Highest Share of Search**: LEGO, 71.1%

## 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.
- 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.

## Compare search popularity between leading brands

- [LEGO vs Barbie: compare search popularity](/demand/nz/compare/barbie-vs-lego): 71.1% against 13.5% Share of Search.
- [LEGO vs Hot Wheels: compare search popularity](/demand/nz/compare/hot-wheels-vs-lego): 71.1% against 9.1% Share of Search.
- [LEGO vs Fisher-Price: compare search popularity](/demand/nz/compare/fisher-price-vs-lego): 71.1% against 2% Share of Search.
- [Barbie vs Hot Wheels: compare search popularity](/demand/nz/compare/barbie-vs-hot-wheels): 13.5% against 9.1% Share of Search.
- [Barbie vs Fisher-Price: compare search popularity](/demand/nz/compare/barbie-vs-fisher-price): 13.5% against 2% Share of Search.
- [Hot Wheels vs Fisher-Price: compare search popularity](/demand/nz/compare/fisher-price-vs-hot-wheels): 9.1% against 2% Share of Search.

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

- In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.
- In August 2026, Playmobil rose from 7th to 6th among toy brands in New Zealand.
- In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | LEGO | 71.1% | 115K | +17.1% | LEGO |
| 2 | Barbie | 13.5% | 21.8K | +13.5% | Mattel |
| 3 | Hot Wheels | 9.1% | 14.8K | +10.9% | Mattel |
| 4 | Fisher-Price | 2% | 3.3K | -6.0% | Mattel |
| 5 | VTech | 1.7% | 2.8K | +4.5% | VTech |
| 6 | Playmobil | 0.95% | 1.5K | 0.0% | Playmobil |
| 7 | Melissa & Doug | 0.91% | 1.5K | -15.0% | Melissa & Doug |
| 8 | Nerf | 0.6% | 970 | -1.0% | Nerf |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | LEGO | 89.8K | 61.9% | 1 |
| Oct 2025 | Hot Wheels | 23.2K | 16% | 2 |
| Oct 2025 | Barbie | 21.8K | 15.1% | 3 |
| Oct 2025 | Fisher-Price | 3K | 2.1% | 4 |
| Oct 2025 | VTech | 3K | 2% | 5 |
| Oct 2025 | Playmobil | 1.9K | 1.3% | 6 |
| Oct 2025 | Melissa & Doug | 1.2K | 0.8% | 7 |
| Oct 2025 | Nerf | 1.1K | 0.73% | 8 |
| Nov 2025 | LEGO | 132K | 69.2% | 1 |
| Nov 2025 | Barbie | 25.8K | 13.6% | 2 |
| Nov 2025 | Hot Wheels | 18.7K | 9.8% | 3 |
| Nov 2025 | VTech | 4.4K | 2.3% | 4 |
| Nov 2025 | Fisher-Price | 4.1K | 2.1% | 5 |
| Nov 2025 | Playmobil | 2.5K | 1.3% | 6 |
| Nov 2025 | Nerf | 1.5K | 0.8% | 7 |
| Nov 2025 | Melissa & Doug | 1.5K | 0.79% | 8 |
| Dec 2025 | LEGO | 161K | 73.4% | 1 |
| Dec 2025 | Barbie | 24K | 11% | 2 |
| Dec 2025 | Hot Wheels | 21.5K | 9.8% | 3 |
| Dec 2025 | VTech | 4.3K | 1.9% | 4 |
| Dec 2025 | Fisher-Price | 3.6K | 1.6% | 5 |
| Dec 2025 | Playmobil | 2.2K | 0.99% | 6 |
| Dec 2025 | Nerf | 1.6K | 0.72% | 7 |
| Dec 2025 | Melissa & Doug | 1.1K | 0.49% | 8 |
| Jan 2026 | LEGO | 131K | 76.9% | 1 |
| Jan 2026 | Barbie | 17.1K | 10% | 2 |
| Jan 2026 | Hot Wheels | 14.3K | 8.4% | 3 |
| Jan 2026 | VTech | 2.4K | 1.4% | 4 |
| Jan 2026 | Fisher-Price | 2.3K | 1.4% | 5 |
| Jan 2026 | Playmobil | 1.3K | 0.79% | 6 |
| Jan 2026 | Nerf | 1K | 0.6% | 7 |
| Jan 2026 | Melissa & Doug | 840 | 0.49% | 8 |
| Feb 2026 | LEGO | 89.9K | 73.4% | 1 |
| Feb 2026 | Barbie | 14.7K | 12% | 2 |
| Feb 2026 | Hot Wheels | 10.9K | 8.9% | 3 |
| Feb 2026 | Fisher-Price | 2.1K | 1.8% | 4 |
| Feb 2026 | VTech | 1.9K | 1.6% | 5 |
| Feb 2026 | Playmobil | 1.5K | 1.2% | 6 |
| Feb 2026 | Nerf | 820 | 0.67% | 7 |
| Feb 2026 | Melissa & Doug | 580 | 0.47% | 8 |
| Mar 2026 | LEGO | 86.3K | 69.8% | 1 |
| Mar 2026 | Barbie | 17.8K | 14.4% | 2 |
| Mar 2026 | Hot Wheels | 12.2K | 9.8% | 3 |
| Mar 2026 | Fisher-Price | 2.5K | 2% | 4 |
| Mar 2026 | VTech | 1.9K | 1.5% | 5 |
| Mar 2026 | Playmobil | 1.6K | 1.3% | 6 |
| Mar 2026 | Nerf | 790 | 0.64% | 7 |
| Mar 2026 | Melissa & Doug | 690 | 0.56% | 8 |
| Apr 2026 | LEGO | 97.5K | 72.8% | 1 |
| Apr 2026 | Barbie | 16.2K | 12.1% | 2 |
| Apr 2026 | Hot Wheels | 12.7K | 9.5% | 3 |
| Apr 2026 | Fisher-Price | 2.5K | 1.8% | 4 |
| Apr 2026 | VTech | 2.1K | 1.6% | 5 |
| Apr 2026 | Playmobil | 1.4K | 1.1% | 6 |
| Apr 2026 | Nerf | 830 | 0.62% | 7 |
| Apr 2026 | Melissa & Doug | 730 | 0.55% | 8 |
| May 2026 | LEGO | 104K | 72.8% | 1 |
| May 2026 | Barbie | 19.2K | 13.4% | 2 |
| May 2026 | Hot Wheels | 11.4K | 7.9% | 3 |
| May 2026 | Fisher-Price | 3K | 2.1% | 4 |
| May 2026 | VTech | 2.4K | 1.7% | 5 |
| May 2026 | Playmobil | 1.4K | 1% | 6 |
| May 2026 | Nerf | 950 | 0.66% | 7 |
| May 2026 | Melissa & Doug | 710 | 0.5% | 8 |
| Jun 2026 | LEGO | 103K | 70.9% | 1 |
| Jun 2026 | Barbie | 20.6K | 14.2% | 2 |
| Jun 2026 | Hot Wheels | 12.8K | 8.8% | 3 |
| Jun 2026 | Fisher-Price | 3.3K | 2.3% | 4 |
| Jun 2026 | VTech | 2.5K | 1.7% | 5 |
| Jun 2026 | Playmobil | 1.4K | 0.99% | 6 |
| Jun 2026 | Melissa & Doug | 920 | 0.63% | 7 |
| Jun 2026 | Nerf | 780 | 0.54% | 8 |
| Jul 2026 | LEGO | 98.2K | 69.6% | 1 |
| Jul 2026 | Barbie | 19.2K | 13.6% | 2 |
| Jul 2026 | Hot Wheels | 13.3K | 9.4% | 3 |
| Jul 2026 | Fisher-Price | 3.5K | 2.5% | 4 |
| Jul 2026 | VTech | 2.7K | 1.9% | 5 |
| Jul 2026 | Melissa & Doug | 1.7K | 1.2% | 6 |
| Jul 2026 | Playmobil | 1.5K | 1.1% | 7 |
| Jul 2026 | Nerf | 980 | 0.69% | 8 |
| Aug 2026 | LEGO | 115K | 71.1% | 1 |
| Aug 2026 | Barbie | 21.8K | 13.5% | 2 |
| Aug 2026 | Hot Wheels | 14.8K | 9.1% | 3 |
| Aug 2026 | Fisher-Price | 3.3K | 2% | 4 |
| Aug 2026 | VTech | 2.8K | 1.7% | 5 |
| Aug 2026 | Playmobil | 1.5K | 0.95% | 6 |
| Aug 2026 | Melissa & Doug | 1.5K | 0.91% | 7 |
| Aug 2026 | Nerf | 970 | 0.6% | 8 |
| Sep 2026 | Barbie | — | — | — |
| Sep 2026 | Fisher-Price | — | — | — |
| Sep 2026 | Hot Wheels | — | — | — |
| Sep 2026 | LEGO | — | — | — |
| Sep 2026 | Melissa & Doug | — | — | — |
| Sep 2026 | Nerf | — | — | — |
| Sep 2026 | Playmobil | — | — | — |
| Sep 2026 | VTech | — | — | — |

## What is being compared

- **Barbie**: Measured on the search terms “barbie”, “barbie and the nutcracker”, “barbie cars”, “barbie doll house”, “barbie dolls”, “barbie dream house”, “barbie house”, “barbie movies”, “barbie near me”, “barbie nz”, “barbie online”, “barbie pauper”, “barbie set” and “barbie toy”, summed into one figure.
- **Fisher-Price**: Measured on the search terms “bus fisher price”, “fisher price”, “fisher price cars”, “fisher price castle”, “fisher price com”, “fisher price dj”, “fisher price farm”, “fisher price kick and play”, “fisher price laugh & learn”, “fisher price little people”, “fisher price little people caring for animals farm”, “fisher price little people farm”, “fisher price little people playsets”, “fisher price little people toys”, “fisher price near me”, “fisher price nz”, “fisher price online”, “fisher price play gym”, “fisher price set”, “fisher price toy”, “fisher price walker”, “fisher price zebra walker”, “fisherprice”, “fisherprice nz”, “fisherprice set” and “fisherprice toy”, summed into one figure.
- **Hot Wheels**: Measured on the search terms “custom hot wheels”, “f1 hot wheels”, “garage ultimate hot wheels”, “hot wheels”, “hot wheels cars”, “hot wheels city”, “hot wheels display”, “hot wheels display case”, “hot wheels garage”, “hot wheels monster trucks”, “hot wheels near me”, “hot wheels new zealand”, “hot wheels nz”, “hot wheels online”, “hot wheels set”, “hot wheels toy”, “hot wheels treasure hunt”, “hotwheels”, “hotwheels nz”, “hotwheels set”, “hotwheels toy”, “hotwheels track” and “kmart hot wheels”, summed into one figure.
- **LEGO**: Measured on the search terms “ideas lego”, “kmart lego”, “lego”, “lego batman”, “lego city”, “lego com”, “lego flowers”, “lego friends”, “lego minifigures”, “lego near me”, “lego ninjago”, “lego nz”, “lego online”, “lego sale”, “lego set”, “lego speed champions”, “lego star wars”, “lego stores”, “lego technic”, “lego toy”, “pokemon lego” and “stranger things lego”, summed into one figure.
- **Melissa & Doug**: Measured on the search terms “ice cream set melissa and doug”, “melissa & doug”, “melissa & doug 100 wood blocks set”, “melissa & doug ice cream counter”, “melissa & doug nz”, “melissa & doug puzzles”, “melissa & doug scoop & serve ice cream counter”, “melissa & doug toy”, “melissa & doug water wow”, “melissa and doug ice cream”, “melissa and doug toy”, “melissa and doug wooden toys”, “melissa doug”, “melissa doug set”, “melissa doug toy”, “melissaanddoug com”, “melissadoug” and “melissadoug toys”, summed into one figure.
- **Nerf**: Measured on the search terms “kmart nerf”, “nerf”, “nerf near me”, “nerf nz”, “nerf online”, “nerf set” and “nerf toy”, summed into one figure.
- **Playmobil**: Measured on the search terms “playmobil”, “playmobil advent calendar”, “playmobil castle”, “playmobil com”, “playmobil fire truck”, “playmobil horse”, “playmobil hospital”, “playmobil house”, “playmobil near me”, “playmobil nz”, “playmobil pirates”, “playmobil police”, “playmobil set” and “playmobil toy”, summed into one figure.
- **VTech**: Measured on the search terms “vtech”, “vtech cam”, “vtech com au”, “vtech dj mix”, “vtech drum set”, “vtech fire station”, “vtech kidi dj mix”, “vtech kidizoom”, “vtech laptop”, “vtech learning walker”, “vtech marble run”, “vtech marble rush”, “vtech near me”, “vtech nz”, “vtech online”, “vtech set”, “vtech sit to stand walker”, “vtech toot toot”, “vtech toy”, “vtech walker” and “vtech walkie talkie”, summed into one figure.

- [Barbie](/demand/nz/brands/barbie)
- [Fisher-Price](/demand/nz/brands/fisher-price)
- [Hot Wheels](/demand/nz/brands/hot-wheels)
- [LEGO](/demand/nz/brands/lego)
- [Melissa & Doug](/demand/nz/brands/melissa-and-doug)
- [Nerf](/demand/nz/brands/nerf)
- [Playmobil](/demand/nz/brands/playmobil)
- [VTech](/demand/nz/brands/vtech)

## 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 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.

## Cite this page

Brandwave. "Toy brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-toy-brands

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