Brandwave

Barbie vs Little Nation:Which is more popular in New Zealand?

In October 2026, Barbie had more branded searches than Little Nation among toy brands in New Zealand. Barbie had about 24,600 branded searches, while Little Nation had 1,900. Barbie made up 19.4% of all toy brand searches we track, and Little Nation accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about toy brands, neither Barbie nor Little Nation appeared in any of the five answers.

Among toy brands in New Zealand in October 2026

Who do people search for more?

Barbie, about 13 searches for every 1 for Little Nation

Barbie 24.6K searchesLittle Nation 1.9K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Barbie in 0 of 5Little Nation in 0 of 5

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Barbie nor Little Nation showed up in any of the five answers.

Most recommended by AI

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

  1. LEGO1st
  2. Melissa & Doug2nd
  3. Playmobil3rd
  4. Fisher-Price4th
  5. Connetix5th
  6. MAGNA-TILES6th
  7. VTech7th
  8. Ravensburger8th
  9. Hot Wheels9th
  10. +1 more
  11. Little Nation–
  12. +4 more

Mentioned by AI

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

  • Melissa & Doug4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LEGO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Connetix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Playmobil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • VTech2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fisher-Price2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAGNA-TILES2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ravensburger2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hot Wheels1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Nation0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about toy brands

5 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 Barbie or Little Nation more popular in search?

This chart shows how often people search Google for Barbie and Little Nation by name. Each line represents a brand's share of searches for all 15 toy brands we track, month by month, from searches in New Zealand.

Barbie and Little Nation among toy brands in New Zealand, by month

Share of searches by month for Barbie, Little Nation. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsVTechConnetixLittle NationFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & DougTender Leaf ToysKidKraft
Nov 202563.6%15.8%7.8%2.7%2.3%2.8%1.2%1.2%0.87%0.64%0.38%0.29%0.32%0.07%0.03%
Dec 202570.2%12.4%7.9%2.2%1.3%2%0.96%0.81%0.76%0.56%0.33%0.33%0.18%0.04%0.02%
Jan 202674%11.5%7.1%1.6%0.92%1.1%0.81%0.67%0.65%0.51%0.51%0.3%0.2%0.04%0.02%
Feb 202669.5%13.5%7.5%1.8%1.3%1.9%1%1.1%0.72%0.7%0.47%0.31%0.2%0.04%0.02%
Mar 202665.2%16.9%8.3%1.7%1.5%1.5%1.1%1.2%0.71%0.69%0.57%0.29%0.22%0.05%0.02%
Apr 202669.4%13.5%8.2%1.8%1.4%1.4%0.94%1%0.66%0.52%0.52%0.33%0.23%0.04%0.02%
May 202669.6%14.5%6.8%1.9%1.6%1.3%0.87%0.94%0.73%0.59%0.48%0.4%0.23%0.04%0.02%
Jun 202668.7%14.9%7.7%1.9%1.6%1.1%0.84%0.92%0.6%0.59%0.48%0.38%0.23%0.06%0.02%
Jul 202666.5%14.8%8.4%2.1%2%1.1%0.94%1%0.76%0.84%0.61%0.51%0.29%0.08%<0.01%
Aug 202668.3%14.4%8%2%1.8%1.2%0.98%0.98%0.66%0.65%0.35%0.44%0.24%0.04%0.01%
Sep 202663.6%15.6%8.7%2.4%3.5%1.3%1.1%0.93%0.81%0.79%0.57%0.47%0.27%0.06%0.02%
Oct 202657.7%19.4%10.1%3%2.3%1.5%1.4%1.4%1%1%0.47%0.36%0.26%0.06%0.03%

How has branded search for Barbie and Little Nation changed in New Zealand over the last 12 months?

3 findings
  • Barbie was ahead of Little Nation in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Barbie’s share of searches among toy brands in New Zealand moved from 15.8% to 19.4%, and its estimated monthly branded searches moved from 24.8K to 24.6K.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand moved from 2.8% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 1.9K.

How did search popularity change for New Zealand toy brands in October 2026?

2 changes

  1. In October 2026, Barbie gained share of searches among toy brands in New Zealand, from 15.6% to 19.4%.

  2. Estimated monthly branded searches for Little Nation in New Zealand fell 56.8% over 12 measured months, from 4.4K to 1.9K in October 2026.

How are Barbie’s and Little Nation’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Barbie’s and Little Nation’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.

Barbie

10 branded search terms

  • barbie
  • barbie cars
  • barbie doll house
  • barbie dolls
  • barbie dream house
  • barbie house
  • barbie movies
  • barbie pauper
  • barbie set
  • barbie toy

Little Nation

1 branded search term

  • little nation

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

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