Hot Wheels vs Melissa & Doug:Which is more popular by branded search in New Zealand?
In August 2026, Hot Wheels had more branded searches than Melissa & Doug among toy brands in New Zealand. Hot Wheels was estimated to have 14.8K branded searches compared to Melissa & Doug’s 1.5K, and held a 9.1% Share of Search versus Melissa & Doug’s 0.91%.
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Which is more popular in search, Hot Wheels or Melissa & Doug?
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 Hot Wheels, Melissa & Doug. 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 Melissa & Doug comparison changed over the last 12 months?
3 findings
- Hot Wheels was ahead of Melissa & Doug 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, Melissa & Doug’s estimated Share of Search among toy brands in New Zealand moved from 0.8% to 0.91%, and its estimated monthly branded searches moved from 1.2K to 1.5K.
How did search popularity change for New Zealand toy brands in August 2026?
2 changes
In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.
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 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.
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
Melissa & Doug
18 branded search terms
- ice cream set melissa and doug
- melissa & doug
- melissa & doug 100 wood blocks set
- melissa & doug ice cream counter
- melissa & doug nz
- melissa & doug puzzles
- melissa & doug scoop & serve ice cream counter
- melissa & doug toy
- melissa & doug water wow
- melissa and doug ice cream
- melissa and doug toy
- melissa and doug wooden toys
- melissa doug
- melissa doug set
- melissa doug toy
- melissaanddoug com
- melissadoug
- melissadoug toys
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.