Brandwave

Hasbro vs Little Nation:Which is more popular in New Zealand?

In October 2026, Little Nation had more branded searches than Hasbro among toy brands in New Zealand. Little Nation had about 1,900 branded searches, while Hasbro had 590. Little Nation made up 1.5% of all toy brand searches we track, and Hasbro accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about toy brands, neither Hasbro nor Little Nation appeared in any of the five answers.

Among toy brands in New Zealand in October 2026

Who do people search for more?

Little Nation, about 3 searches for every 1 for Hasbro

Little Nation 1.9K searchesHasbro 590 searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Hasbro in 0 of 5Little Nation 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, neither Hasbro nor Little Nation showed up 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. +2 more
  10. Little Nation–
  11. +1 more
  12. Hasbro–
  13. +2 more

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
  • Little Nation0 of 5Named in 0 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

+5 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 Little Nation more popular in search?

This chart shows how often people search Google for Hasbro and Little Nation by name. Each line represents a brand's share of searches for all 15 toy brands we track, month by month, from searches in New Zealand.

Hasbro and Little Nation among toy brands in New Zealand, by month

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

View monthly share of searches table
MonthLEGOBarbieHot WheelsVTechConnetixLittle NationFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & DougTender Leaf ToysKidKraft
Nov 202563.6%15.8%7.8%2.7%2.3%2.8%1.2%1.2%0.87%0.64%0.38%0.29%0.32%0.07%0.03%
Dec 202570.2%12.4%7.9%2.2%1.3%2%0.96%0.81%0.76%0.56%0.33%0.33%0.18%0.04%0.02%
Jan 202674%11.5%7.1%1.6%0.92%1.1%0.81%0.67%0.65%0.51%0.51%0.3%0.2%0.04%0.02%
Feb 202669.5%13.5%7.5%1.8%1.3%1.9%1%1.1%0.72%0.7%0.47%0.31%0.2%0.04%0.02%
Mar 202665.2%16.9%8.3%1.7%1.5%1.5%1.1%1.2%0.71%0.69%0.57%0.29%0.22%0.05%0.02%
Apr 202669.4%13.5%8.2%1.8%1.4%1.4%0.94%1%0.66%0.52%0.52%0.33%0.23%0.04%0.02%
May 202669.6%14.5%6.8%1.9%1.6%1.3%0.87%0.94%0.73%0.59%0.48%0.4%0.23%0.04%0.02%
Jun 202668.7%14.9%7.7%1.9%1.6%1.1%0.84%0.92%0.6%0.59%0.48%0.38%0.23%0.06%0.02%
Jul 202666.5%14.8%8.4%2.1%2%1.1%0.94%1%0.76%0.84%0.61%0.51%0.29%0.08%<0.01%
Aug 202668.3%14.4%8%2%1.8%1.2%0.98%0.98%0.66%0.65%0.35%0.44%0.24%0.04%0.01%
Sep 202663.6%15.6%8.7%2.4%3.5%1.3%1.1%0.93%0.81%0.79%0.57%0.47%0.27%0.06%0.02%
Oct 202657.7%19.4%10.1%3%2.3%1.5%1.4%1.4%1%1%0.47%0.36%0.26%0.06%0.03%

How has branded search for Hasbro and Little Nation changed in New Zealand over the last 12 months?

3 findings
  • Little Nation was ahead of Hasbro in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Hasbro’s share of searches among toy brands in New Zealand moved from 0.38% to 0.47%, and its estimated monthly branded searches held steady at 590.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand moved from 2.8% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 1.9K.

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

1 change

  1. Estimated monthly branded searches for Little Nation in New Zealand fell 56.8% over 12 measured months, from 4.4K to 1.9K in October 2026.

How are Hasbro’s and Little Nation’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hasbro’s and Little Nation’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.

Hasbro

1 branded search term

  • hasbro

Little Nation

1 branded search term

  • little nation

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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