---
title: "Toy retailers in New Zealand: Which brands are most popular in search?"
description: "Compare the stores New Zealanders buy toys and games from. Share of Search among Kmart NZ, Farmers, The Warehouse, Mighty Ape, Toyworld, Pop Mart and Animal Kingdoms, the toy retailers 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-retailers"
publisher: "Brandwave"
---

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

Compare the stores New Zealanders buy toys and games from. Share of Search among Kmart NZ, Farmers, The Warehouse, Mighty Ape, Toyworld, Pop Mart and Animal Kingdoms, the toy retailers 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 retailers
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Aug 2026
- **Highest Share of Search**: Kmart NZ, 47.7%

## 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.
- 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.

## Compare search popularity between leading brands

- [Kmart NZ vs Farmers: compare search popularity](/demand/nz/compare/farmers-vs-kmart-nz): 47.7% against 25.2% Share of Search.
- [Kmart NZ vs The Warehouse: compare search popularity](/demand/nz/compare/kmart-nz-vs-the-warehouse): 47.7% against 17.3% Share of Search.
- [Kmart NZ vs Mighty Ape: compare search popularity](/demand/nz/compare/kmart-nz-vs-mighty-ape): 47.7% against 6% Share of Search.
- [Kmart NZ vs Toyworld: compare search popularity](/demand/nz/compare/kmart-nz-vs-toyworld): 47.7% against 2.3% Share of Search.
- [Farmers vs The Warehouse: compare search popularity](/demand/nz/compare/farmers-vs-the-warehouse): 25.2% against 17.3% Share of Search.
- [Farmers vs Mighty Ape: compare search popularity](/demand/nz/compare/farmers-vs-mighty-ape): 25.2% against 6% Share of Search.
- [Farmers vs Toyworld: compare search popularity](/demand/nz/compare/farmers-vs-toyworld): 25.2% against 2.3% Share of Search.
- [The Warehouse vs Mighty Ape: compare search popularity](/demand/nz/compare/mighty-ape-vs-the-warehouse): 17.3% against 6% Share of Search.
- [The Warehouse vs Toyworld: compare search popularity](/demand/nz/compare/the-warehouse-vs-toyworld): 17.3% against 2.3% Share of Search.
- [Mighty Ape vs Toyworld: compare search popularity](/demand/nz/compare/mighty-ape-vs-toyworld): 6% against 2.3% Share of Search.

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

- In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.
- In August 2026, Kmart NZ lost estimated Share of Search among toy retailers in New Zealand, from 49.9% to 47.7%.
- In August 2026, The Warehouse lost estimated Share of Search among toy retailers in New Zealand, from 17.9% to 17.3%.
- 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.
- 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.
- Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Kmart NZ | 47.7% | 1.1M | -1.1% | Kmart NZ Holdings Limited |
| 2 | Farmers | 25.2% | 588K | +16.1% | The Farmers' Trading Company Limited |
| 3 | The Warehouse | 17.3% | 403K | -0.3% | The Warehouse Limited |
| 4 | Mighty Ape | 6% | 140K | +0.1% | Kogan.com |
| 5 | Toyworld | 2.3% | 52.7K | +13.7% | Toyworld |
| 6 | Pop Mart | 1.2% | 28.8K | +14.1% | Pop Mart |
| 7 | Animal Kingdoms | 0.31% | 7.1K | +0.4% | Animal Kingdoms |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Kmart NZ | 1.2M | 46.7% | 1 |
| Oct 2025 | Farmers | 567K | 21.6% | 2 |
| Oct 2025 | The Warehouse | 473K | 18% | 3 |
| Oct 2025 | Mighty Ape | 171K | 6.5% | 4 |
| Oct 2025 | Pop Mart | 130K | 4.9% | 5 |
| Oct 2025 | Toyworld | 53.3K | 2% | 6 |
| Oct 2025 | Animal Kingdoms | 4K | 0.15% | 7 |
| Nov 2025 | Kmart NZ | 1.5M | 45.4% | 1 |
| Nov 2025 | Farmers | 715K | 22.3% | 2 |
| Nov 2025 | The Warehouse | 597K | 18.6% | 3 |
| Nov 2025 | Mighty Ape | 264K | 8.2% | 4 |
| Nov 2025 | Pop Mart | 92.3K | 2.9% | 5 |
| Nov 2025 | Toyworld | 81.3K | 2.5% | 6 |
| Nov 2025 | Animal Kingdoms | 3.9K | 0.12% | 7 |
| Dec 2025 | Kmart NZ | 1.5M | 43.1% | 1 |
| Dec 2025 | Farmers | 754K | 21.1% | 2 |
| Dec 2025 | The Warehouse | 739K | 20.7% | 3 |
| Dec 2025 | Mighty Ape | 310K | 8.7% | 4 |
| Dec 2025 | Toyworld | 120K | 3.4% | 5 |
| Dec 2025 | Pop Mart | 102K | 2.9% | 6 |
| Dec 2025 | Animal Kingdoms | 4.1K | 0.12% | 7 |
| Jan 2026 | Kmart NZ | 1.2M | 49.1% | 1 |
| Jan 2026 | The Warehouse | 577K | 22.7% | 2 |
| Jan 2026 | Farmers | 437K | 17.2% | 3 |
| Jan 2026 | Mighty Ape | 171K | 6.8% | 4 |
| Jan 2026 | Pop Mart | 57.4K | 2.3% | 5 |
| Jan 2026 | Toyworld | 44.7K | 1.8% | 6 |
| Jan 2026 | Animal Kingdoms | 4.5K | 0.18% | 7 |
| Feb 2026 | Kmart NZ | 1M | 46.9% | 1 |
| Feb 2026 | The Warehouse | 478K | 21.7% | 2 |
| Feb 2026 | Farmers | 435K | 19.7% | 3 |
| Feb 2026 | Mighty Ape | 141K | 6.4% | 4 |
| Feb 2026 | Toyworld | 42.7K | 1.9% | 5 |
| Feb 2026 | Pop Mart | 42.6K | 1.9% | 6 |
| Feb 2026 | Animal Kingdoms | 33.8K | 1.5% | 7 |
| Mar 2026 | Kmart NZ | 1.2M | 49.2% | 1 |
| Mar 2026 | Farmers | 503K | 20.9% | 2 |
| Mar 2026 | The Warehouse | 480K | 19.9% | 3 |
| Mar 2026 | Mighty Ape | 140K | 5.8% | 4 |
| Mar 2026 | Toyworld | 42.8K | 1.8% | 5 |
| Mar 2026 | Pop Mart | 38K | 1.6% | 6 |
| Mar 2026 | Animal Kingdoms | 18.7K | 0.78% | 7 |
| Apr 2026 | Kmart NZ | 1.3M | 50.5% | 1 |
| Apr 2026 | Farmers | 533K | 21.1% | 2 |
| Apr 2026 | The Warehouse | 482K | 19% | 3 |
| Apr 2026 | Mighty Ape | 140K | 5.5% | 4 |
| Apr 2026 | Toyworld | 50.5K | 2% | 5 |
| Apr 2026 | Pop Mart | 33K | 1.3% | 6 |
| Apr 2026 | Animal Kingdoms | 15.6K | 0.62% | 7 |
| May 2026 | Kmart NZ | 1.1M | 44.7% | 1 |
| May 2026 | Farmers | 616K | 25.5% | 2 |
| May 2026 | The Warehouse | 471K | 19.5% | 3 |
| May 2026 | Mighty Ape | 140K | 5.8% | 4 |
| May 2026 | Toyworld | 54.2K | 2.2% | 5 |
| May 2026 | Pop Mart | 44.7K | 1.8% | 6 |
| May 2026 | Animal Kingdoms | 10.6K | 0.44% | 7 |
| Jun 2026 | Kmart NZ | 1.1M | 49.4% | 1 |
| Jun 2026 | Farmers | 503K | 22.4% | 2 |
| Jun 2026 | The Warehouse | 404K | 18% | 3 |
| Jun 2026 | Mighty Ape | 140K | 6.3% | 4 |
| Jun 2026 | Toyworld | 52.8K | 2.4% | 5 |
| Jun 2026 | Pop Mart | 26.8K | 1.2% | 6 |
| Jun 2026 | Animal Kingdoms | 8.6K | 0.38% | 7 |
| Jul 2026 | Kmart NZ | 1.1M | 49.9% | 1 |
| Jul 2026 | Farmers | 506K | 22.5% | 2 |
| Jul 2026 | The Warehouse | 404K | 17.9% | 3 |
| Jul 2026 | Mighty Ape | 140K | 6.2% | 4 |
| Jul 2026 | Toyworld | 46.4K | 2.1% | 5 |
| Jul 2026 | Pop Mart | 25.2K | 1.1% | 6 |
| Jul 2026 | Animal Kingdoms | 7.1K | 0.32% | 7 |
| Aug 2026 | Kmart NZ | 1.1M | 47.7% | 1 |
| Aug 2026 | Farmers | 588K | 25.2% | 2 |
| Aug 2026 | The Warehouse | 403K | 17.3% | 3 |
| Aug 2026 | Mighty Ape | 140K | 6% | 4 |
| Aug 2026 | Toyworld | 52.7K | 2.3% | 5 |
| Aug 2026 | Pop Mart | 28.8K | 1.2% | 6 |
| Aug 2026 | Animal Kingdoms | 7.1K | 0.31% | 7 |
| Sep 2026 | Animal Kingdoms | — | — | — |
| Sep 2026 | Farmers | — | — | — |
| Sep 2026 | Kmart NZ | — | — | — |
| Sep 2026 | Mighty Ape | — | — | — |
| Sep 2026 | Pop Mart | — | — | — |
| Sep 2026 | The Warehouse | — | — | — |
| Sep 2026 | Toyworld | — | — | — |

## What is being compared

- **Animal Kingdoms**: Measured on the search terms “animal kingdoms”, “animal kingdoms nz”, “animal kingdoms toy store” and “animalkingdoms”, summed into one figure.
- **Farmers**: Measured on the search terms “calvin klein underwear farmers”, “Farmers”, “farmers bedding”, “farmers bonds underwear”, “farmers calvin klein”, “farmers calvin klein underwear”, “farmers clothing”, “farmers co nz”, “farmers fayreform bras”, “farmers finance”, “farmers home decor”, “farmers homeware”, “farmers near me”, “farmers nz”, “farmers online”, “farmers store”, “farmers toy store”, “farmers toys” and “fayreform bras farmers”, summed into one figure.
- **Kmart NZ**: Measured on the search terms “air fryer kmart”, “bicycle kmart nz”, “clothes airer kmart nz”, “fan kmart nz”, “flip out sofa kmart nz”, “folding table kmart nz”, “food warmer kmart nz”, “hastings kmart”, “hawaiian shirts kmart nz”, “juicer kmart nz”, “Kmart”, “kmart albany nz”, “kmart bayfair”, “kmart bed side table”, “kmart bedding”, “kmart botany”, “kmart co nz”, “kmart dresses”, “kmart fan”, “kmart home decor”, “kmart homeware”, “kmart manukau”, “kmart nz”, “kmart nz bethlehem”, “kmart nz chairs”, “kmart nz christchurch”, “kmart nz clothing”, “kmart nz dunedin”, “kmart nz henderson”, “kmart nz manukau”, “kmart nz near me”, “kmart nz online”, “kmart nz palmerston north”, “kmart nz toys”, “kmart nz whangarei”, “kmart online”, “kmart online sales”, “kmart petone”, “kmart rotorua nz”, “kmart st lukes”, “kmart sylvia park”, “kmart te rapa”, “kmartnz”, “kmartnz near me”, “kmartnz online”, “richmond kmart”, “shoes rack kmart”, “side table kmart nz”, “sylvia park kmart” and “treadmill kmart nz”, summed into one figure.
- **Mighty Ape**: Measured on the search terms “contact mighty ape”, “Mighty Ape”, “mighty ape address”, “mighty ape after pay”, “mighty ape app”, “mighty ape au”, “mighty ape auckland”, “mighty ape books”, “mighty ape christchurch”, “mighty ape co nz”, “mighty ape contact”, “mighty ape games”, “mighty ape hours”, “mighty ape jellycat”, “mighty ape lego”, “mighty ape mobile”, “mighty ape near me”, “mighty ape new zealand”, “mighty ape nz”, “mighty ape nz store”, “mighty ape online”, “mighty ape online shopping”, “mighty ape opening hours”, “mighty ape phones”, “mighty ape pokemon”, “mighty ape ps5”, “mighty ape sale”, “mighty ape shop”, “mighty ape silverdale”, “mighty ape store”, “mighty ape stores”, “mighty ape toys”, “mighty ape wellington”, “mightyapenz”, “ps5 mighty ape” and “the mighty ape”, summed into one figure.
- **Pop Mart**: Measured on the search terms “blindbox popmart”, “labubu”, “molly pop mart”, “one piece popmart”, “pop mart”, “pop mart characters”, “pop mart molly”, “pop mart near me”, “pop mart new zealand”, “pop mart nz”, “pop mart online”, “pop mart spongebob”, “pop mart stocks”, “pop mart toys”, “popmart”, “popmart blindbox”, “popmart collectibles”, “popmart com”, “popmart near me”, “popmart nz”, “popmart one piece”, “popmart queen street”, “popmart teletubby”, “popmart toy store”, “popmart toys”, “spongebob popmart” and “teletubby popmart”, summed into one figure.
- **The Warehouse**: Measured on the search terms “chromecast the warehouse”, “rug the warehouse”, “The Warehouse”, “the warehouse app”, “the warehouse bbq”, “the warehouse bedding”, “the warehouse cell phones”, “the warehouse chocolates”, “the warehouse clothing”, “the warehouse cushion”, “the warehouse easter eggs”, “the warehouse easter hours”, “the warehouse fans”, “the warehouse foam mattress”, “the warehouse home decor”, “the warehouse homeware”, “the warehouse lego”, “the warehouse mattress”, “the warehouse near me”, “the warehouse new zealand”, “the warehouse nz”, “the warehouse online”, “the warehouse petone lower hutt”, “the warehouse phones”, “the warehouse pool”, “the warehouse pot”, “the warehouse sheets”, “the warehouse store”, “the warehouse the base”, “the warehouse toys”, “the warehouse washing machine”, “thewarehouse co nz”, “thewarehouse nz”, “thewarehouse online” and “thewarehouse toys”, summed into one figure.
- **Toyworld**: Measured on the search terms “nee doh toyworld”, “sylvanian families toyworld”, “toys toyworld”, “toyworld”, “toyworld bayfair”, “toyworld co nz”, “toyworld hours”, “toyworld jellycat”, “toyworld marshland”, “toyworld near me”, “toyworld northwest”, “toyworld nz”, “toyworld online”, “toyworld st lukes”, “toyworld sylvia park”, “toyworld tower junction”, “toyworld toy shop”, “toyworld toy store”, “toyworld transformers” and “toyworld westgate”, summed into one figure.

- [Animal Kingdoms](/demand/nz/brands/animal-kingdoms)
- [Farmers](/demand/nz/brands/farmers)
- [Kmart NZ](/demand/nz/brands/kmart-nz)
- [Mighty Ape](/demand/nz/brands/mighty-ape)
- [Pop Mart](/demand/nz/brands/pop-mart)
- [The Warehouse](/demand/nz/brands/the-warehouse)
- [Toyworld](/demand/nz/brands/toyworld)

## 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 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.

## Cite this page

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

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