--- title: "Hasbro vs Hot Wheels: Which is searched more in New Zealand?" description: "Is Hasbro or Hot Wheels more popular in search? 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/hasbro-vs-hot-wheels" publisher: "Brandwave" --- # Hasbro vs Hot Wheels: Which is searched more in New Zealand? Is Hasbro or Hot Wheels more popular in search? 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**: Hasbro and Hot Wheels - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Hasbro Share of Search**: 0.58% - **Hot Wheels Share of Search**: 8.8% ## Is Hasbro or Hot Wheels more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | LEGO | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Melissa & Doug | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Playmobil | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Fisher-Price | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Connetix | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | MAGNA-TILES | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | VTech | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Ravensburger | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Hot Wheels | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Barbie | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nerf | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hasbro | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about toy brands - Asked ChatGPT "Which toy brand should I buy in New Zealand?": 1. LEGO, 2. Playmobil, 3. Fisher-Price, 4. Melissa & Doug, 5. Hot Wheels - Asked ChatGPT "What are the best toy brands in New Zealand?": 1. LEGO, 2. Playmobil, 3. Melissa & Doug, 4. MAGNA-TILES, 5. Ravensburger, 6. Connetix - Asked ChatGPT "What's the best toy brand in New Zealand for children of different ages?": 1. Fisher-Price, 2. LEGO, 3. Melissa & Doug, 4. MAGNA-TILES, 5. Ravensburger, 6. Connetix, 7. VTech, 8. Playmobil - Searched Google, AI Overview "educational toys nz": 1. Connetix, 2. VTech, 3. Melissa & Doug - Searched Google, AI Overview "christmas toys nz": named none of the brands we track Not named in any answer: Barbie, Nerf and Hasbro. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand toy brands in September 2026? - In September 2026, Hot Wheels gained share of searches among toy brands in New Zealand, from 8.2% to 8.8%. - In September 2026, Hasbro rose from 11th to 10th among toy brands in New Zealand. ## Month by month | Month | Hasbro estimated searches | Hasbro Share of Search | Hasbro rank | Hot Wheels estimated searches | Hot Wheels Share of Search | Hot Wheels rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 0.5% | 10 | 11.1K | 9.4% | 3 | | Nov 2025 | 590 | 0.39% | 10 | 12.3K | 8.1% | 3 | | Dec 2025 | 590 | 0.33% | 11 | 14.2K | 8.1% | 3 | | Jan 2026 | 720 | 0.52% | 9 | 10K | 7.2% | 3 | | Feb 2026 | 480 | 0.48% | 10 | 7.7K | 7.7% | 3 | | Mar 2026 | 590 | 0.58% | 10 | 8.7K | 8.5% | 3 | | Apr 2026 | 590 | 0.53% | 9 | 9.3K | 8.4% | 3 | | May 2026 | 590 | 0.49% | 10 | 8.4K | 7% | 3 | | Jun 2026 | 590 | 0.49% | 10 | 9.4K | 7.8% | 3 | | Jul 2026 | 720 | 0.62% | 10 | 9.9K | 8.5% | 3 | | Aug 2026 | 480 | 0.36% | 11 | 10.9K | 8.2% | 3 | | Sep 2026 | 720 | 0.58% | 10 | 11K | 8.8% | 3 | ## How each brand is measured 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**: Measured on the search term “hasbro”. - **Hot Wheels**: Measured on the 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” and “hotwheels track”, summed into one figure. - [Hasbro profile](/demand/nz/brands/hasbro) - [Hot Wheels profile](/demand/nz/brands/hot-wheels) - [All toy brands in New Zealand](/demand/nz/categories/nz-toy-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hasbro or Hot Wheels more popular in search? 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%. ## Cite this page Brandwave. "Hasbro vs Hot Wheels: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/hasbro-vs-hot-wheels This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/hasbro-vs-hot-wheels. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.