Brandwave

Hasbro vs Hot Wheels:Which is more popular?

In September 2026, Hot Wheels had more branded searches than Hasbro among toy brands in New Zealand. Hot Wheels had about 11,000 branded searches, while Hasbro had 720. Hot Wheels made up 8.8% of all toy brand searches we track, and Hasbro accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about toy brands, Hot Wheels appeared in one of the five answers and Hasbro in none.

Among toy brands in New Zealand in September 2026

Who do people search for more?

Hot Wheels, about 15 searches for every 1 for Hasbro

Hot Wheels 11K searchesHasbro 720 searches

Who does AI mention more?

Hot Wheels, mentioned in 1 of 5 answers, Hasbro in 0

Hot Wheels in 1 of 5Hasbro in 0 of 5

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hot Wheels was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hasbro did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LEGO1st
  2. Melissa & Doug2nd
  3. Playmobil3rd
  4. Fisher-Price4th
  5. Connetix5th
  6. MAGNA-TILES6th
  7. VTech7th
  8. Ravensburger8th
  9. Hot Wheels9th
  10. +2 more
  11. Hasbro–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Melissa & Doug4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LEGO3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Connetix3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Playmobil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • VTech2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fisher-Price2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAGNA-TILES2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ravensburger2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hot Wheels1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hasbro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about toy brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Hasbro or Hot Wheels more popular in search?

This chart shows how often people search Google for Hasbro and Hot Wheels by name. Each line represents a brand's share of searches for all 12 toy brands we track, month by month, from searches in New Zealand.

Hasbro and Hot Wheels among toy brands in New Zealand, by month

Share of searches by month for Hot Wheels, Hasbro. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsConnetixVTechFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & Doug
Oct 202560.7%17.7%9.4%4.6%2.3%1.3%1.2%0.77%0.75%0.5%0.4%0.35%
Nov 202565.7%16%8.1%2.4%2.7%1.3%1.2%0.9%0.66%0.39%0.3%0.33%
Dec 202571.7%12.6%8.1%1.4%2.2%0.98%0.82%0.77%0.57%0.33%0.34%0.23%
Jan 202675%11.7%7.2%0.93%1.6%0.82%0.68%0.65%0.42%0.52%0.31%0.24%
Feb 202671.1%13.8%7.7%1%1.8%1%1.1%0.74%0.72%0.48%0.32%0.21%
Mar 202666.9%16.4%8.5%1.6%1.7%1.1%1.2%0.73%0.71%0.58%0.3%0.28%
Apr 202670.5%13.7%8.4%1.4%1.8%0.95%1%0.67%0.53%0.53%0.33%0.23%
May 202670.5%14.7%7%1.6%1.9%0.88%0.95%0.74%0.6%0.49%0.41%0.23%
Jun 202669.5%15.1%7.8%1.6%1.9%0.85%0.93%0.6%0.6%0.49%0.38%0.23%
Jul 202667.4%14.8%8.5%2.1%2.1%0.95%1%0.77%0.86%0.62%0.51%0.29%
Aug 202669.1%14.7%8.2%1.8%1.9%1%1%0.67%0.66%0.36%0.45%0.25%
Sep 202664.5%15.8%8.8%3.5%2.4%1.1%0.95%0.82%0.8%0.58%0.48%0.27%

How has the Hasbro and Hot Wheels comparison changed over the last 12 months?

3 findings
  • Hot Wheels was ahead of Hasbro in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hasbro’s share of searches among toy brands in New Zealand moved from 0.5% to 0.58%, and its estimated monthly branded searches moved from 590 to 720.
  • Across the 12 months ending September 2026, Hot Wheels’ share of searches among toy brands in New Zealand moved from 9.4% to 8.8%, and its estimated monthly branded searches moved from 11.1K to 11K.

How did search popularity change for New Zealand toy brands in September 2026?

2 changes

  1. In September 2026, Hot Wheels gained share of searches among toy brands in New Zealand, from 8.2% to 8.8%.

  2. In September 2026, Hasbro rose from 11th to 10th among toy brands in New Zealand.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Hasbro’s and Hot Wheels’ 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.

Hasbro

1 branded search term

  • hasbro

Hot Wheels

12 branded search terms

  • custom hot wheels
  • hot wheels
  • hot wheels cars
  • hot wheels city
  • hot wheels display
  • hot wheels garage
  • hot wheels set
  • hot wheels toy
  • hotwheels
  • hotwheels set
  • hotwheels toy
  • hotwheels track

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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