Brandwave

Mighty Ape vs The Warehouse:Which is more popular?

In September 2026, The Warehouse had more branded searches than Mighty Ape among toy retailers in New Zealand. The Warehouse had about 306,000 branded searches, while Mighty Ape had 113,000. The Warehouse made up 19.4% 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, The Warehouse appeared in all three answers and Mighty Ape in one. The Warehouse was mentioned before Mighty Ape in every answer.

Among toy retailers in New Zealand in September 2026

Who do people search for more?

The Warehouse, about 3 searches for every 1 for Mighty Ape

The Warehouse 306K searchesMighty Ape 113K searches

Who does AI mention more?

The Warehouse, mentioned in every answer we collected

The Warehouse in 3 of 3Mighty Ape in 1 of 3

Who does AI recommend more?

The Warehouse, named ahead of Mighty Ape in every answer

The Warehouse first in 3Mighty Ape never first

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Top toy retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, The Warehouse appeared in all three answers. Mighty Ape was mentioned in one out of three: in one of the three ChatGPT answers. The Warehouse was listed before Mighty Ape in every answer.

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 Mighty Ape or The Warehouse more popular in search?

This chart shows how often people search Google for Mighty Ape and The Warehouse 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.

Mighty Ape and The Warehouse among toy retailers in New Zealand, by month

Share of searches by month for The Warehouse, 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 Mighty Ape and The Warehouse comparison changed over the last 12 months?

3 findings
  • The Warehouse was ahead of Mighty Ape in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, The Warehouse’s share of searches among toy retailers in New Zealand moved from 20% to 19.4%, and its estimated monthly branded searches moved from 374K to 306K.

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

2 changes

  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.

  2. Estimated monthly branded searches for The Warehouse in New Zealand fell 18.1% over 12 measured months, from 374K to 306K in September 2026.

How are branded searches counted?

28 search terms

Brandwave collects information about searches that people make online using Mighty Ape’s and The Warehouse’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.

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

The Warehouse

14 branded search terms

  • chromecast the warehouse
  • rug the warehouse
  • The Warehouse
  • the warehouse app
  • the warehouse bbq
  • the warehouse chocolates
  • the warehouse cushion
  • the warehouse fans
  • the warehouse lego
  • the warehouse mattress
  • the warehouse phones
  • the warehouse pool
  • the warehouse pot
  • the warehouse sheets

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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