Farmers vs Toyworld:Which is more popular by branded search in New Zealand?
In August 2026, Farmers had more branded searches than Toyworld among toy retailers in New Zealand. Farmers was estimated to have 588K branded searches compared to Toyworld’s 52.7K, and held a 25.2% Share of Search versus Toyworld’s 2.3%.
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Which is more popular in search, Farmers or Toyworld?
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, Toyworld. 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 Toyworld comparison changed over the last 12 months?
3 findings
- Farmers was ahead of Toyworld 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, Toyworld’s estimated Share of Search among toy retailers in New Zealand moved from 2% to 2.3%, and its estimated monthly branded searches moved from 53.3K to 52.7K.
How did search popularity change for New Zealand toy retailers in August 2026?
1 change
In August 2026, Farmers gained estimated Share of Search among toy retailers in New Zealand, from 22.5% to 25.2%.
How each brand is measured
Brandwave collects information about searches that people make online using Farmers’ 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.
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
Toyworld
20 branded search terms
- nee doh toyworld
- sylvanian families toyworld
- toys toyworld
- toyworld
- toyworld bayfair
- toyworld co nz
- toyworld hours
- toyworld jellycat
- toyworld marshland
- toyworld near me
- toyworld northwest
- toyworld nz
- toyworld online
- toyworld st lukes
- toyworld sylvia park
- toyworld tower junction
- toyworld toy shop
- toyworld toy store
- toyworld transformers
- toyworld westgate
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