Brandwave

Hot Wheels vs Tender Leaf Toys:Which is more popular in New Zealand?

In October 2026, Hot Wheels had more branded searches than Tender Leaf Toys among toy brands in New Zealand. Hot Wheels had about 12,700 branded searches, while Tender Leaf Toys had 70. Hot Wheels made up 10.1% of all toy brand searches we track, and Tender Leaf Toys accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about toy brands, Hot Wheels appeared in one of the five answers and Tender Leaf Toys in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

Hot Wheels, about 182 searches for every 1 for Tender Leaf Toys

Hot Wheels 12.7K searchesTender Leaf Toys 70 searches

Who does AI mention more?

Hot Wheels, mentioned in 1 of 5 answers, Tender Leaf Toys in 0

Hot Wheels in 1 of 5Tender Leaf Toys 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. Tender Leaf Toys 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. +4 more
  11. Tender Leaf Toys–
  12. +1 more

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
  • Tender Leaf Toys0 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 Tender Leaf Toys more popular in search?

This chart shows how often people search Google for Hot Wheels and Tender Leaf Toys 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 Tender Leaf Toys among toy brands in New Zealand, by month

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

3 findings

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

2 changes

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

  2. Estimated monthly branded searches for Tender Leaf Toys in New Zealand fell 36.4% over 12 measured months, from 110 to 70 in October 2026.

How are Hot Wheels’ and Tender Leaf Toys’ branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Hot Wheels’ and Tender Leaf Toys’ 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

Tender Leaf Toys

1 branded search term

  • tender leaf toys

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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