Brandwave

Hot Wheels vs KidKraft:Which is more popular in New Zealand?

In October 2026, Hot Wheels had more branded searches than KidKraft among toy brands in New Zealand. Hot Wheels had about 12,700 branded searches, while KidKraft had 40. Hot Wheels made up 10.1% of all toy brand searches we track, and KidKraft accounted for 0.03%. When we asked ChatGPT and Google AI Overviews about toy brands, Hot Wheels appeared in one of the five answers and KidKraft in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

Hot Wheels, about 319 searches for every 1 for KidKraft

Hot Wheels 12.7K searchesKidKraft 40 searches

Who does AI mention more?

Hot Wheels, mentioned in 1 of 5 answers, KidKraft in 0

Hot Wheels in 1 of 5KidKraft 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, Hot Wheels was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. KidKraft 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. +5 more
  11. KidKraft–

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
  • KidKraft0 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 Hot Wheels or KidKraft more popular in search?

This chart shows how often people search Google for Hot Wheels and KidKraft 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.

Hot Wheels and KidKraft among toy brands in New Zealand, by month

Share of searches by month for Hot Wheels, KidKraft. 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 Hot Wheels and KidKraft changed in New Zealand over the last 12 months?

3 findings
  • Hot Wheels was ahead of KidKraft in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Hot Wheels’ share of searches among toy brands in New Zealand moved from 7.8% to 10.1%, and its estimated monthly branded searches moved from 12.3K to 12.7K.
  • Across the 12 months ending October 2026, KidKraft’s share of searches among toy brands in New Zealand held steady at 0.03%, and its estimated monthly branded searches held steady at 40.

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

1 change

  1. In October 2026, Hot Wheels gained share of searches among toy brands in New Zealand, from 8.7% to 10.1%.

How are Hot Wheels’ and KidKraft’s branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Hot Wheels’ and KidKraft’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.

Hot Wheels

12 branded search terms

  • custom hot wheels
  • hot wheels
  • hot wheels cars
  • hot wheels city
  • hot wheels display
  • hot wheels garage
  • hot wheels set
  • hot wheels toy
  • hotwheels
  • hotwheels set
  • hotwheels toy
  • hotwheels track

KidKraft

1 branded search term

  • kidkraft

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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