--- title: "Fisher-Price vs LEGO: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Fisher-Price or LEGO? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/fisher-price-vs-lego" publisher: "Brandwave" --- # Fisher-Price vs LEGO: Which is more popular by branded search in New Zealand? Which is more popular in search, Fisher-Price or LEGO? Compare estimated monthly branded-search demand and Share of Search inside the Toy brands set in New Zealand. 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. ## Key facts - **Compared**: Fisher-Price and LEGO - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **Fisher-Price Share of Search**: 2% - **LEGO Share of Search**: 71.1% ## Which is more popular in search, Fisher-Price or LEGO? - 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%. - 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? - In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%. ## Month by month | Month | Fisher-Price estimated searches | Fisher-Price Share of Search | Fisher-Price rank | LEGO estimated searches | LEGO Share of Search | LEGO rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3K | 2.1% | 4 | 89.8K | 61.9% | 1 | | Nov 2025 | 4.1K | 2.1% | 5 | 132K | 69.2% | 1 | | Dec 2025 | 3.6K | 1.6% | 5 | 161K | 73.4% | 1 | | Jan 2026 | 2.3K | 1.4% | 5 | 131K | 76.9% | 1 | | Feb 2026 | 2.1K | 1.8% | 4 | 89.9K | 73.4% | 1 | | Mar 2026 | 2.5K | 2% | 4 | 86.3K | 69.8% | 1 | | Apr 2026 | 2.5K | 1.8% | 4 | 97.5K | 72.8% | 1 | | May 2026 | 3K | 2.1% | 4 | 104K | 72.8% | 1 | | Jun 2026 | 3.3K | 2.3% | 4 | 103K | 70.9% | 1 | | Jul 2026 | 3.5K | 2.5% | 4 | 98.2K | 69.6% | 1 | | Aug 2026 | 3.3K | 2% | 4 | 115K | 71.1% | 1 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “fisherprice toy”, summed into one figure. - **LEGO**: Measured on the 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” and “stranger things lego”, summed into one figure. - [Fisher-Price profile](/demand/nz/brands/fisher-price) - [LEGO profile](/demand/nz/brands/lego) - [All toy brands in New Zealand](/demand/nz/categories/nz-toy-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Fisher-Price or LEGO? 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%. ## Cite this page Brandwave. "Fisher-Price vs LEGO: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/fisher-price-vs-lego This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/fisher-price-vs-lego. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.