Hot Wheels vs LEGO:Which is more popular by branded search in New Zealand?
In August 2026, LEGO had more branded searches than Hot Wheels among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to Hot Wheels’ 14.8K, and held a 71.1% Share of Search versus Hot Wheels’ 9.1%.
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Which is more popular in search, Hot Wheels or LEGO?
Compare the toy brands New Zealand families buy most. 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.
Share of Search by month for LEGO, Hot Wheels. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Hot Wheels | Fisher-Price | VTech | Playmobil | Melissa & Doug | Nerf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.9% | 15.1% | 16% | 2.1% | 2% | 1.3% | 0.8% | 0.73% |
| Nov 2025 | 69.2% | 13.6% | 9.8% | 2.1% | 2.3% | 1.3% | 0.79% | 0.8% |
| Dec 2025 | 73.4% | 11% | 9.8% | 1.6% | 1.9% | 0.99% | 0.49% | 0.72% |
| Jan 2026 | 76.9% | 10% | 8.4% | 1.4% | 1.4% | 0.79% | 0.49% | 0.6% |
| Feb 2026 | 73.4% | 12% | 8.9% | 1.8% | 1.6% | 1.2% | 0.47% | 0.67% |
| Mar 2026 | 69.8% | 14.4% | 9.8% | 2% | 1.5% | 1.3% | 0.56% | 0.64% |
| Apr 2026 | 72.8% | 12.1% | 9.5% | 1.8% | 1.6% | 1.1% | 0.55% | 0.62% |
| May 2026 | 72.8% | 13.4% | 7.9% | 2.1% | 1.7% | 1% | 0.5% | 0.66% |
| Jun 2026 | 70.9% | 14.2% | 8.8% | 2.3% | 1.7% | 0.99% | 0.63% | 0.54% |
| Jul 2026 | 69.6% | 13.6% | 9.4% | 2.5% | 1.9% | 1.1% | 1.2% | 0.69% |
| Aug 2026 | 71.1% | 13.5% | 9.1% | 2% | 1.7% | 0.95% | 0.91% | 0.6% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the Hot Wheels and LEGO comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Hot Wheels in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Hot Wheels’ estimated Share of Search among toy brands in New Zealand moved from 16% to 9.1%, and its estimated monthly branded searches moved from 23.2K to 14.8K.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand moved from 61.9% to 71.1%, and its estimated monthly branded searches moved from 89.8K to 115K.
How did search popularity change for New Zealand toy brands in August 2026?
2 changes
In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.
Estimated monthly branded searches for Hot Wheels in New Zealand fell 36.4% over 11 measured months, from 23.2K to 14.8K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Hot Wheels’ and LEGO’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
23 branded search terms
- custom hot wheels
- f1 hot wheels
- garage ultimate hot wheels
- hot wheels
- hot wheels cars
- hot wheels city
- hot wheels display
- hot wheels display case
- hot wheels garage
- hot wheels monster trucks
- hot wheels near me
- hot wheels new zealand
- hot wheels nz
- hot wheels online
- hot wheels set
- hot wheels toy
- hot wheels treasure hunt
- hotwheels
- hotwheels nz
- hotwheels set
- hotwheels toy
- hotwheels track
- kmart hot wheels
LEGO
22 branded search terms
- ideas lego
- kmart lego
- lego
- lego batman
- lego city
- lego com
- lego flowers
- lego friends
- lego minifigures
- lego near me
- lego ninjago
- lego nz
- lego online
- lego sale
- lego set
- lego speed champions
- lego star wars
- lego stores
- lego technic
- lego toy
- pokemon lego
- stranger things lego
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.