Brandwave

Hasbro vs Melissa & Doug:Which is more popular?

In September 2026, Hasbro had more branded searches than Melissa & Doug among toy brands in New Zealand. Hasbro had about 720 branded searches, while Melissa & Doug had 340. Hasbro made up 0.58% of all toy brand searches we track, and Melissa & Doug accounted for 0.27%. When we asked ChatGPT and Google AI Overviews about toy brands, Melissa & Doug appeared in four of the five answers and Hasbro in none.

Among toy brands in New Zealand in September 2026

Who do people search for more?

Hasbro, about 2 searches for every 1 for Melissa & Doug

Hasbro 720 searchesMelissa & Doug 340 searches

Who does AI mention more?

Melissa & Doug, mentioned in 4 of 5 answers, Hasbro in 0

Melissa & Doug in 4 of 5Hasbro in 0 of 5

Who does AI recommend more?

Melissa & Doug, the only one of the two named

Melissa & Doug first in 4Hasbro never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Melissa & Doug was mentioned in four out of five: in all three ChatGPT answers and in one 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 Melissa & Doug more popular in search?

This chart shows how often people search Google for Hasbro and Melissa & Doug 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 Melissa & Doug among toy brands in New Zealand, by month

Share of searches by month for Hasbro, Melissa & Doug. 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 Melissa & Doug comparison changed over the last 12 months?

3 findings
  • Hasbro was ahead of Melissa & Doug 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, Melissa & Doug’s share of searches among toy brands in New Zealand moved from 0.35% to 0.27%, and its estimated monthly branded searches moved from 410 to 340.

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 Melissa & Doug in New Zealand fell 17.1% over 12 measured months, from 410 to 340 in September 2026.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Hasbro’s and Melissa & Doug’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

Melissa & Doug

5 branded search terms

  • melissa & doug
  • melissa doug
  • melissa doug set
  • melissadoug
  • melissadoug toys

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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