Brandwave

Hasbro vs MAGNA-TILES:Which is more popular?

In September 2026, MAGNA-TILES had more branded searches than Hasbro among toy brands in New Zealand. MAGNA-TILES had about 1,000 branded searches, while Hasbro had 720. MAGNA-TILES made up 0.8% of all toy brand searches we track, and Hasbro accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about toy brands, MAGNA-TILES appeared in two of the five answers and Hasbro in none.

Among toy brands in New Zealand in September 2026

Who do people search for more?

MAGNA-TILES, about 39% more searches than Hasbro

MAGNA-TILES 1K searchesHasbro 720 searches

Who does AI mention more?

MAGNA-TILES, mentioned in 2 of 5 answers, Hasbro in 0

MAGNA-TILES in 2 of 5Hasbro in 0 of 5

Who does AI recommend more?

MAGNA-TILES, the only one of the two named

MAGNA-TILES first in 2Hasbro never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MAGNA-TILES was mentioned in two out of five: in two 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 MAGNA-TILES more popular in search?

This chart shows how often people search Google for Hasbro and MAGNA-TILES 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 MAGNA-TILES among toy brands in New Zealand, by month

Share of searches by month for MAGNA-TILES, 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 MAGNA-TILES comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Hasbro took it in January 2026, MAGNA-TILES took it in February 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, MAGNA-TILES’s share of searches among toy brands in New Zealand moved from 0.75% to 0.8%, and its estimated monthly branded searches moved from 880 to 1K.

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

2 changes

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

  2. Estimated monthly branded searches for MAGNA-TILES in New Zealand rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hasbro’s and MAGNA-TILES’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

MAGNA-TILES

2 branded search terms

  • magna tiles
  • magnatiles

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

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