Brandwave

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

In August 2026, Kmart NZ was the most searched among toy retailers in New Zealand, with an estimated 1.1M branded searches and 47.7% estimated Share of Search within this set.

Share of Search, August 2026
  1. Kmart NZ47.7%
  2. Farmers25.2%
  3. The Warehouse17.3%
  4. Mighty Ape6%
  5. Toyworld2.3%
  6. Pop Mart1.2%
  7. Animal Kingdoms0.31%

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Share of SearchLeaderboard

Compare the stores New Zealanders buy toys and games from. 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 retailers in New Zealand, by month

Share of Search by month for Kmart NZ, Farmers, The Warehouse, Mighty Ape, Toyworld. The figures are in the table below the chart.

View monthly share of search table
MonthKmart NZFarmersThe WarehouseMighty ApeToyworldPop MartAnimal Kingdoms
Oct 202546.7%21.6%18%6.5%2%4.9%0.15%
Nov 202545.4%22.3%18.6%8.2%2.5%2.9%0.12%
Dec 202543.1%21.1%20.7%8.7%3.4%2.9%0.12%
Jan 202649.1%17.2%22.7%6.8%1.8%2.3%0.18%
Feb 202646.9%19.7%21.7%6.4%1.9%1.9%1.5%
Mar 202649.2%20.9%19.9%5.8%1.8%1.6%0.78%
Apr 202650.5%21.1%19%5.5%2%1.3%0.62%
May 202644.7%25.5%19.5%5.8%2.2%1.8%0.44%
Jun 202649.4%22.4%18%6.3%2.4%1.2%0.38%
Jul 202649.9%22.5%17.9%6.2%2.1%1.1%0.32%
Aug 202647.7%25.2%17.3%6%2.3%1.2%0.31%
Sep 2026———————

This month’s ranking, August 2026

  1. 1.Kmart NZ

    47.7%

    held 1st · 1.1M estimated branded searches · -1.1% vs prior month · -2.2 points

  2. 2.Farmers

    25.2%

    held 2nd · 588K estimated branded searches · +16.1% vs prior month · +2.8 points

  3. 3.The Warehouse

    17.3%

    held 3rd · 403K estimated branded searches · -0.27% vs prior month · -0.6 points

  4. 4.Mighty Ape

    6%

    held 4th · 140K estimated branded searches · +0.09% vs prior month · -0.2 points

  5. 5.Toyworld

    2.3%

    held 5th · 52.7K estimated branded searches · +13.7% vs prior month · +0.2 points

  6. 6.Pop Mart

    1.2%

    held 6th · 28.8K estimated branded searches · +14.1% vs prior month · +0.1 points

  7. 7.Animal Kingdoms

    0.31%

    held 7th · 7.1K estimated branded searches · +0.42% vs prior month · 0 points

Compare search popularity between leading brands

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

In August 2026, Kmart NZ was the most searched among toy retailers in New Zealand, with an estimated 1.1M branded searches and 47.7% estimated Share of Search within this set. Farmers is in 2nd place, 22.4 percentage points behind at 25.2% Share of Search.

New Zealand toy retailers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Kmart NZ46.7% → 47.7%50.5%Apr 202643.1%Dec 20251st
Farmers21.6% → 25.2%25.5%May 202617.2%Jan 20262nd
The Warehouse18% → 17.3%22.7%Jan 202617.3%Aug 20263rd
Mighty Ape6.5% → 6%8.7%Dec 20255.5%Apr 20264th
Toyworld2% → 2.3%3.4%Dec 20251.8%Jan 20266th → 5th
Pop Mart4.9% → 1.2%4.9%Oct 20251.1%Jul 20265th → 6th
Animal Kingdoms0.15% → 0.31%1.5%Feb 20260.12%Dec 20257th

Each finding as a sentence

  • Across the 11 months ending August 2026, Kmart NZ’s estimated Share of Search among toy retailers in New Zealand increased from 46.7% to 47.7%.
  • Across the 11 months ending August 2026, Farmers’ estimated Share of Search among toy retailers in New Zealand increased from 21.6% to 25.2%.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among toy retailers in New Zealand decreased from 18% to 17.3%.
  • Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among toy retailers in New Zealand decreased from 6.5% to 6%.
  • Across the 11 months ending August 2026, Pop Mart’s estimated Share of Search among toy retailers in New Zealand decreased from 4.9% to 1.2%.
  • Across the 11 months ending August 2026, Kmart NZ’s estimated Share of Search among toy retailers in New Zealand peaked at 50.5% in April 2026 and was lowest at 43.1% in December 2025.
  • Across the 11 months ending August 2026, Farmers’ estimated Share of Search among toy retailers in New Zealand peaked at 25.5% in May 2026 and was lowest at 17.2% in January 2026.
  • Across the 11 months ending August 2026, The Warehouse’s estimated Share of Search among toy retailers in New Zealand peaked at 22.7% in January 2026 and was lowest at 17.3% in August 2026.
  • Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among toy retailers in New Zealand peaked at 8.7% in December 2025 and was lowest at 5.5% in April 2026.
  • Across the 11 months ending August 2026, Toyworld’s estimated Share of Search among toy retailers in New Zealand peaked at 3.4% in December 2025 and was lowest at 1.8% in January 2026.
  • Across the 11 months ending August 2026, Pop Mart’s estimated Share of Search among toy retailers in New Zealand peaked at 4.9% in October 2025 and was lowest at 1.1% in July 2026.
  • Across the 11 months ending August 2026, Animal Kingdoms’ estimated Share of Search among toy retailers in New Zealand peaked at 1.5% in February 2026 and was lowest at 0.12% in December 2025.
  • Across the 11 months ending August 2026, Toyworld rose from 6th to 5th among toy retailers in New Zealand.
  • Across the 11 months ending August 2026, Pop Mart fell from 5th to 6th among toy retailers in New Zealand.
  • Across the 11 months ending August 2026, Animal Kingdoms held steady: its estimated Share of Search among toy retailers in New Zealand moved less than 0.5 percentage points.

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

  1. In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.

  2. In August 2026, Kmart NZ lost estimated Share of Search among toy retailers in New Zealand, from 49.9% to 47.7%.

  3. In August 2026, The Warehouse lost estimated Share of Search among toy retailers in New Zealand, from 17.9% to 17.3%.

  4. Estimated monthly branded searches for Animal Kingdoms in New Zealand rose 77.6% over 11 measured months, from 4K to 7.1K in August 2026.

  5. Estimated monthly branded searches for Pop Mart in New Zealand fell 77.8% over 11 measured months, from 130K to 28.8K in August 2026.

  6. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.

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