Brandwave

Kmart NZ vs Toyworld:Which is more popular?

In September 2026, Kmart NZ had more branded searches than Toyworld among toy retailers in New Zealand. Kmart NZ had about 1.1 million branded searches, while Toyworld had 39,500. Kmart NZ made up 69.3% of all toy retailer searches we track, and Toyworld accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about toy retailers, Toyworld appeared in all three answers and Kmart NZ in two. Toyworld was mentioned before Kmart NZ in two out of three answers.

Among toy retailers in New Zealand in September 2026

Who do people search for more?

Kmart NZ, about 28 searches for every 1 for Toyworld

Kmart NZ 1.1M searchesToyworld 39.5K searches

Who does AI mention more?

Toyworld, mentioned in every answer we collected

Toyworld in 3 of 3Kmart NZ in 2 of 3

Who does AI recommend more?

Toyworld, named ahead of Kmart NZ in 2 of 3 answers

Toyworld first in 2Kmart NZ first in 1

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Top toy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Toyworld appeared in all three answers. Kmart NZ was mentioned in two out of three: in two of the three ChatGPT answers. Toyworld was listed before Kmart NZ in two out of three answers.

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 Toyworld more popular in search?

This chart shows how often people search Google for Kmart NZ and Toyworld 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 Toyworld among toy retailers in New Zealand, by month

Share of searches by month for Kmart NZ, Toyworld. 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 Toyworld comparison changed over the last 12 months?

3 findings
  • Kmart NZ was ahead of Toyworld 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, Toyworld’s share of searches among toy retailers in New Zealand moved from 2% to 2.5%, and its estimated monthly branded searches moved from 38.2K to 39.5K.

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

0 changes

Neither Kmart NZ nor Toyworld moved beyond provider rounding among toy retailers 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 Toyworld’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

Toyworld

14 branded search terms

  • nee doh toyworld
  • sylvanian families toyworld
  • toys toyworld
  • toyworld
  • toyworld bayfair
  • toyworld hours
  • toyworld jellycat
  • toyworld marshland
  • toyworld northwest
  • toyworld st lukes
  • toyworld sylvia park
  • toyworld tower junction
  • toyworld transformers
  • toyworld westgate

How the Brand Demand Index is measured

Other head-to-heads among toy retailers

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