Fisher-Price vs LEGO:Which is more popular by branded search in New Zealand?
In August 2026, LEGO had more branded searches than Fisher-Price among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to Fisher-Price’s 3.3K, and held a 71.1% Share of Search versus Fisher-Price’s 2%.
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Which is more popular in search, Fisher-Price or LEGO?
Compare the toy brands New Zealand families buy most. 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 LEGO, Fisher-Price. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Hot Wheels | Fisher-Price | VTech | Playmobil | Melissa & Doug | Nerf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.9% | 15.1% | 16% | 2.1% | 2% | 1.3% | 0.8% | 0.73% |
| Nov 2025 | 69.2% | 13.6% | 9.8% | 2.1% | 2.3% | 1.3% | 0.79% | 0.8% |
| Dec 2025 | 73.4% | 11% | 9.8% | 1.6% | 1.9% | 0.99% | 0.49% | 0.72% |
| Jan 2026 | 76.9% | 10% | 8.4% | 1.4% | 1.4% | 0.79% | 0.49% | 0.6% |
| Feb 2026 | 73.4% | 12% | 8.9% | 1.8% | 1.6% | 1.2% | 0.47% | 0.67% |
| Mar 2026 | 69.8% | 14.4% | 9.8% | 2% | 1.5% | 1.3% | 0.56% | 0.64% |
| Apr 2026 | 72.8% | 12.1% | 9.5% | 1.8% | 1.6% | 1.1% | 0.55% | 0.62% |
| May 2026 | 72.8% | 13.4% | 7.9% | 2.1% | 1.7% | 1% | 0.5% | 0.66% |
| Jun 2026 | 70.9% | 14.2% | 8.8% | 2.3% | 1.7% | 0.99% | 0.63% | 0.54% |
| Jul 2026 | 69.6% | 13.6% | 9.4% | 2.5% | 1.9% | 1.1% | 1.2% | 0.69% |
| Aug 2026 | 71.1% | 13.5% | 9.1% | 2% | 1.7% | 0.95% | 0.91% | 0.6% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the Fisher-Price and LEGO comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Fisher-Price in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Fisher-Price’s estimated Share of Search among toy brands in New Zealand moved from 2.1% to 2%, and its estimated monthly branded searches moved from 3K to 3.3K.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand moved from 61.9% to 71.1%, and its estimated monthly branded searches moved from 89.8K to 115K.
How did search popularity change for New Zealand toy brands in August 2026?
1 change
In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Fisher-Price’s and LEGO’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.
Fisher-Price
26 branded search terms
- bus fisher price
- fisher price
- fisher price cars
- fisher price castle
- fisher price com
- fisher price dj
- fisher price farm
- fisher price kick and play
- fisher price laugh & learn
- fisher price little people
- fisher price little people caring for animals farm
- fisher price little people farm
- fisher price little people playsets
- fisher price little people toys
- fisher price near me
- fisher price nz
- fisher price online
- fisher price play gym
- fisher price set
- fisher price toy
- fisher price walker
- fisher price zebra walker
- fisherprice
- fisherprice nz
- fisherprice set
- fisherprice toy
LEGO
22 branded search terms
- ideas lego
- kmart lego
- lego
- lego batman
- lego city
- lego com
- lego flowers
- lego friends
- lego minifigures
- lego near me
- lego ninjago
- lego nz
- lego online
- lego sale
- lego set
- lego speed champions
- lego star wars
- lego stores
- lego technic
- lego toy
- pokemon lego
- stranger things lego
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.