Brandwave

Kmart NZ vs Mighty Ape:Which is more popular?

In September 2026, Kmart NZ had more branded searches than Mighty Ape among toy retailers in New Zealand. Kmart NZ had about 1.1 million branded searches, while Mighty Ape had 113,000. Kmart NZ made up 69.3% of all toy retailer searches we track, and Mighty Ape accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about toy retailers, Kmart NZ appeared in two of the three answers and Mighty Ape in one. Kmart NZ was mentioned before Mighty Ape in every answer that named either.

Among toy retailers in New Zealand in September 2026

Who do people search for more?

Kmart NZ, about 10 searches for every 1 for Mighty Ape

Kmart NZ 1.1M searchesMighty Ape 113K searches

Who does AI mention more?

Kmart NZ, mentioned in 2 of 3 answers, Mighty Ape in 1

Kmart NZ in 2 of 3Mighty Ape in 1 of 3

Who does AI recommend more?

Kmart NZ, named ahead of Mighty Ape in 2 of 2 answers

Kmart NZ first in 2Mighty Ape never first

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Top toy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Kmart NZ was mentioned in two out of three: in two of the three ChatGPT answers. Mighty Ape was mentioned in one out of three: in one of the three ChatGPT answers. Kmart NZ was listed before Mighty Ape in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Toyworld1st
  2. The Warehouse2nd
  3. Kmart NZ3rd
  4. Farmers4th
  5. Kidzstuffonline5th
  6. Mighty Ape6th
  7. Pop Mart–
  8. Animal Kingdoms–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • The Warehouse3 of 3Named in 3 of 3 ChatGPT answers
  • Toyworld3 of 3Named in 3 of 3 ChatGPT answers
  • Farmers3 of 3Named in 3 of 3 ChatGPT answers
  • Kmart NZ2 of 3Named in 2 of 3 ChatGPT answers
  • Kidzstuffonline2 of 3Named in 2 of 3 ChatGPT answers
  • Mighty Ape1 of 3Named in 1 of 3 ChatGPT answers
  • Pop Mart0 of 3Named in 0 of 3 ChatGPT answers
  • Animal Kingdoms0 of 3Named in 0 of 3 ChatGPT answers

See every answer about toy retailers

3 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Kmart NZ or Mighty Ape more popular in search?

This chart shows how often people search Google for Kmart NZ and Mighty Ape by name. Each line represents a brand's share of searches for all eight toy retailers we track, month by month, from searches in New Zealand.

Kmart NZ and Mighty Ape among toy retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Mighty Ape. The figures are in the table below the chart.

View monthly share of searches table
MonthKmart NZThe WarehouseMighty ApeToyworldPop MartAnimal KingdomsFarmersKidzstuffonline
Oct 202564.4%20%7.4%2%5.9%0.16%0.1%0.03%
Nov 202564%20.5%9.2%2.5%3.5%0.11%0.16%0.02%
Dec 202560.4%22.4%10.1%3.4%3.4%0.12%0.18%0.03%
Jan 202664.3%24%7.3%1.7%2.4%0.19%0.07%0.02%
Feb 202663.3%23.3%7.1%2%2.2%2.1%0.06%0.03%
Mar 202667.1%21.5%6.5%1.8%1.8%1%0.08%0.03%
Apr 202668.8%20.4%6.2%2.1%1.5%0.81%0.07%0.04%
May 202664.7%22.8%6.9%2.4%2.4%0.61%0.1%0.04%
Jun 202668.8%19.4%7.2%2.5%1.4%0.52%0.08%0.05%
Jul 202669.5%19.4%7.2%2.1%1.3%0.42%0.1%0.05%
Aug 202668.9%19.4%7.2%2.5%1.5%0.42%0.1%0.05%
Sep 202669.3%19.4%7.2%2.5%1.2%0.28%0.1%0.05%

How has the Kmart NZ and Mighty Ape comparison changed over the last 12 months?

3 findings
  • Kmart NZ was ahead of Mighty Ape in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kmart NZ’s share of searches among toy retailers in New Zealand moved from 64.4% to 69.3%, and its estimated monthly branded searches moved from 1.2M to 1.1M.
  • Across the 12 months ending September 2026, Mighty Ape’s share of searches among toy retailers in New Zealand moved from 7.4% to 7.2%, and its estimated monthly branded searches moved from 139K to 113K.

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

1 change

  1. Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.4% over 12 measured months, from 139K to 113K in September 2026.

How are branded searches counted?

37 search terms

Brandwave collects information about searches that people make online using Kmart NZ’s and Mighty Ape’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Kmart NZ

23 branded search terms

  • air fryer kmart
  • bicycle kmart nz
  • hastings kmart
  • Kmart
  • kmart albany nz
  • kmart bayfair
  • kmart botany
  • kmart co nz
  • kmart dresses
  • kmart fan
  • kmart manukau
  • kmart nz
  • kmart nz chairs
  • kmart nz dunedin
  • kmart petone
  • kmart rotorua nz
  • kmart st lukes
  • kmart sylvia park
  • kmart te rapa
  • kmartnz
  • richmond kmart
  • shoes rack kmart
  • sylvia park kmart

Mighty Ape

14 branded search terms

  • Mighty Ape
  • mighty ape address
  • mighty ape app
  • mighty ape games
  • mighty ape hours
  • mighty ape jellycat
  • mighty ape lego
  • mighty ape mobile
  • mighty ape phones
  • mighty ape pokemon
  • mighty ape sale
  • mighty ape silverdale
  • mighty ape toys
  • the mighty ape

How the Brand Demand Index is measured

Other head-to-heads among toy retailers

Creator with pink hair and a pink jacket

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