Brandwave

Hasbro vs Nerf:Which is more popular?

In September 2026, Nerf had more branded searches than Hasbro among toy brands in New Zealand. Nerf had about 1,020 branded searches, while Hasbro had 720. Nerf made up 0.82% of all toy brand searches we track, and Hasbro accounted for 0.58%. When we asked ChatGPT and Google AI Overviews about toy brands, neither Hasbro nor Nerf appeared in any of the five answers.

Among toy brands in New Zealand in September 2026

Who do people search for more?

Nerf, about 42% more searches than Hasbro

Nerf 1K searchesHasbro 720 searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Hasbro in 0 of 5Nerf in 0 of 5

Follow Hasbro vs Nerf and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Hasbro nor Nerf 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. Nerf–
  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
  • Nerf0 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

+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 Nerf more popular in search?

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

Share of searches by month for Nerf, 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 Nerf comparison changed over the last 12 months?

3 findings
  • Nerf 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, Nerf’s share of searches among toy brands in New Zealand moved from 0.77% to 0.82%, and its estimated monthly branded searches moved from 900 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 Nerf in New Zealand rose 13.3% over 12 measured months, from 900 to 1K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Hasbro’s and Nerf’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

Nerf

3 branded search terms

  • nerf
  • nerf set
  • nerf toy

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free