Farmers vs Mighty Ape:Which is more popular by branded search in New Zealand?
In August 2026, Farmers had more branded searches than Mighty Ape among toy retailers in New Zealand. Farmers was estimated to have 588K branded searches compared to Mighty Ape’s 140K, and held a 25.2% Share of Search versus Mighty Ape’s 6%.
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Which is more popular in search, Farmers or Mighty Ape?
Compare the stores New Zealanders buy toys and games from. 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.
Share of Search by month for Farmers, Mighty Ape. The figures are in the table below the chart.
View monthly share of search table
| Month | Kmart NZ | Farmers | The Warehouse | Mighty Ape | Toyworld | Pop Mart | Animal Kingdoms |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.7% | 21.6% | 18% | 6.5% | 2% | 4.9% | 0.15% |
| Nov 2025 | 45.4% | 22.3% | 18.6% | 8.2% | 2.5% | 2.9% | 0.12% |
| Dec 2025 | 43.1% | 21.1% | 20.7% | 8.7% | 3.4% | 2.9% | 0.12% |
| Jan 2026 | 49.1% | 17.2% | 22.7% | 6.8% | 1.8% | 2.3% | 0.18% |
| Feb 2026 | 46.9% | 19.7% | 21.7% | 6.4% | 1.9% | 1.9% | 1.5% |
| Mar 2026 | 49.2% | 20.9% | 19.9% | 5.8% | 1.8% | 1.6% | 0.78% |
| Apr 2026 | 50.5% | 21.1% | 19% | 5.5% | 2% | 1.3% | 0.62% |
| May 2026 | 44.7% | 25.5% | 19.5% | 5.8% | 2.2% | 1.8% | 0.44% |
| Jun 2026 | 49.4% | 22.4% | 18% | 6.3% | 2.4% | 1.2% | 0.38% |
| Jul 2026 | 49.9% | 22.5% | 17.9% | 6.2% | 2.1% | 1.1% | 0.32% |
| Aug 2026 | 47.7% | 25.2% | 17.3% | 6% | 2.3% | 1.2% | 0.31% |
| Sep 2026 | — | — | — | — | — | — | — |
How has the Farmers and Mighty Ape comparison changed over the last 12 months?
3 findings
- Farmers was ahead of Mighty Ape in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Farmers’ estimated Share of Search among toy retailers in New Zealand moved from 21.6% to 25.2%, and its estimated monthly branded searches moved from 567K to 588K.
- Across the 11 months ending August 2026, Mighty Ape’s estimated Share of Search among toy retailers in New Zealand moved from 6.5% to 6%, and its estimated monthly branded searches moved from 171K to 140K.
How did search popularity change for New Zealand toy retailers in August 2026?
2 changes
In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.
Estimated monthly branded searches for Mighty Ape in New Zealand fell 18.2% over 11 measured months, from 171K to 140K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Farmers’ 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.
Farmers
19 branded 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
- fayreform bras farmers
Mighty Ape
36 branded 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
- the mighty ape
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.