--- title: "Hasbro vs Melissa & Doug: Which is searched more in New Zealand?" description: "Is Hasbro or Melissa & Doug 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-melissa-and-doug" publisher: "Brandwave" --- # Hasbro vs Melissa & Doug: Which is searched more in New Zealand? Is Hasbro or Melissa & Doug 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 Melissa & Doug - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Hasbro Share of Search**: 0.58% - **Melissa & Doug Share of Search**: 0.27% ## Is Hasbro or Melissa & Doug more popular in search? - 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%. - 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. ## 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. 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, Hasbro rose from 11th to 10th among toy brands in New Zealand. - Estimated monthly branded searches for Melissa & Doug in New Zealand fell 17.1% over 12 measured months, from 410 to 340 in September 2026. ## Month by month | Month | Hasbro estimated searches | Hasbro Share of Search | Hasbro rank | Melissa & Doug estimated searches | Melissa & Doug Share of Search | Melissa & Doug rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 590 | 0.5% | 10 | 410 | 0.35% | 12 | | Nov 2025 | 590 | 0.39% | 10 | 500 | 0.33% | 11 | | Dec 2025 | 590 | 0.33% | 11 | 400 | 0.23% | 12 | | Jan 2026 | 720 | 0.52% | 9 | 340 | 0.24% | 12 | | Feb 2026 | 480 | 0.48% | 10 | 210 | 0.21% | 12 | | Mar 2026 | 590 | 0.58% | 10 | 280 | 0.28% | 12 | | Apr 2026 | 590 | 0.53% | 9 | 260 | 0.23% | 12 | | May 2026 | 590 | 0.49% | 10 | 280 | 0.23% | 12 | | Jun 2026 | 590 | 0.49% | 10 | 280 | 0.23% | 12 | | Jul 2026 | 720 | 0.62% | 10 | 340 | 0.29% | 12 | | Aug 2026 | 480 | 0.36% | 11 | 330 | 0.25% | 12 | | Sep 2026 | 720 | 0.58% | 10 | 340 | 0.27% | 12 | ## How each brand is measured 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**: Measured on the search term “hasbro”. - **Melissa & Doug**: Measured on the search terms “melissa & doug”, “melissa doug”, “melissa doug set”, “melissadoug” and “melissadoug toys”, summed into one figure. - [Hasbro profile](/demand/nz/brands/hasbro) - [Melissa & Doug profile](/demand/nz/brands/melissa-and-doug) - [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 Melissa & Doug more popular in search? 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%. ## Cite this page Brandwave. "Hasbro vs Melissa & Doug: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/hasbro-vs-melissa-and-doug This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/hasbro-vs-melissa-and-doug. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.