Hape vs IKEA:Which is more popular?
In September 2026, Hape had more branded searches than IKEA among play kitchen brands in New Zealand. Hape had about 880 branded searches, while IKEA had 140. Hape made up 3.2% of all play kitchen brand searches we track, and IKEA accounted for 0.51%. When we asked ChatGPT and Google AI Overviews about play kitchen brands, Hape appeared in three of the five answers and IKEA in two. IKEA was mentioned before Hape in two out of three answers that named either.
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Top play kitchen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hape was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. IKEA was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. IKEA was listed before Hape in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Little Nation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mocka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hape3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
IKEA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Le Toy Van2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about play kitchen brands
5 answers
Asked ChatGPT
“Which play kitchen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best play kitchen brands in New Zealand?”
Asked ChatGPT
“What's the best play kitchen brand in New Zealand for a toddler?”
Searched Google, AI Overview
“best play kitchen”
Searched Google, AI Overview
“wooden play kitchen”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Hape or IKEA more popular in search?
This chart shows how often people search Google for Hape and IKEA by name. Each line represents a brand's share of searches for all eight play kitchen brands we track, month by month, from searches in New Zealand.
Share of searches by month for Hape, IKEA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mocka | Little Nation | Little Tikes | Fisher-Price | Hape | Melissa & Doug | IKEA | Le Toy Van |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 80.2% | 8.6% | 3.8% | 3.9% | 1.4% | 1.2% | 0.21% | 0.62% |
| Nov 2025 | 77.7% | 10.3% | 4.5% | 3.8% | 1.7% | 1.1% | 0.26% | 0.61% |
| Dec 2025 | 74.2% | 12% | 4.3% | 4.8% | 2% | 1.3% | 0.57% | 0.7% |
| Jan 2026 | 86.3% | 5.1% | 2.3% | 3.2% | 1.2% | 1% | 0.45% | 0.45% |
| Feb 2026 | 81.2% | 8.5% | 3.2% | 3.8% | 1.4% | 0.94% | 0.31% | 0.49% |
| Mar 2026 | 83.2% | 6% | 3.3% | 3.9% | 1.8% | 0.97% | 0.26% | 0.64% |
| Apr 2026 | 83.6% | 6% | 3.3% | 3.3% | 1.8% | 0.98% | 0.41% | 0.53% |
| May 2026 | 86.2% | 5.1% | 2.8% | 2.8% | 1.5% | 0.83% | 0.29% | 0.45% |
| Jun 2026 | 87% | 4.2% | 2.8% | 2.7% | 1.5% | 0.83% | 0.55% | 0.35% |
| Jul 2026 | 83.5% | 4.9% | 3.8% | 3.6% | 1.8% | 1.2% | 0.64% | 0.64% |
| Aug 2026 | 81.8% | 5.9% | 3.7% | 4.3% | 1.8% | 1.2% | 0.63% | 0.77% |
| Sep 2026 | 80.2% | 5.8% | 4.7% | 4.1% | 3.2% | 1.2% | 0.51% | 0.4% |
How has the Hape and IKEA comparison changed over the last 12 months?
3 findings
- Hape was ahead of IKEA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hape’s share of searches among play kitchen brands in New Zealand moved from 1.4% to 3.2%, and its estimated monthly branded searches moved from 480 to 880.
- Across the 12 months ending September 2026, IKEA’s share of searches among play kitchen brands in New Zealand moved from 0.21% to 0.51%, and its estimated monthly branded searches moved from 70 to 140.
How did search popularity change for New Zealand play kitchen brands in September 2026?
2 changes
In September 2026, Hape gained share of searches among play kitchen brands in New Zealand, from 1.8% to 3.2%.
In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hape’s and IKEA’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.
Other head-to-heads among play kitchen brands
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