Huxbaby vs Jamie Kay:Which is more popular by branded search in New Zealand?
In August 2026, Jamie Kay had more branded searches than Huxbaby among kids clothing brands in New Zealand. Jamie Kay was estimated to have 27K branded searches compared to Huxbaby’s 1.6K, and held a 47.7% Share of Search versus Huxbaby’s 2.8%.
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Which is more popular in search, Huxbaby or Jamie Kay?
Compare the baby and kids clothing brands New Zealand parents dress their children in. 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 Jamie Kay, Huxbaby. The figures are in the table below the chart.
View monthly share of search table
| Month | Jamie Kay | Cotton On Kids | Bear & Moo | Huxbaby |
|---|---|---|---|---|
| Oct 2025 | 38.7% | 41.1% | 16% | 4.2% |
| Nov 2025 | 37.5% | 42% | 16.2% | 4.3% |
| Dec 2025 | 37.8% | 49.6% | 10.6% | 2% |
| Jan 2026 | 47.7% | 33.8% | 16.1% | 2.4% |
| Feb 2026 | 45.1% | 39.4% | 12.5% | 3% |
| Mar 2026 | 47.2% | 41.4% | 8.9% | 2.5% |
| Apr 2026 | 41.2% | 46.1% | 9.9% | 2.8% |
| May 2026 | 46.4% | 40.3% | 10.7% | 2.7% |
| Jun 2026 | 43.7% | 38.2% | 12.2% | 5.9% |
| Jul 2026 | 39.9% | 42.2% | 13.5% | 4.5% |
| Aug 2026 | 47.7% | 39.3% | 10.3% | 2.8% |
| Sep 2026 | — | — | — | — |
How has the Huxbaby and Jamie Kay comparison changed over the last 12 months?
3 findings
- Jamie Kay was ahead of Huxbaby in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Huxbaby’s estimated Share of Search among kids clothing brands in New Zealand moved from 4.2% to 2.8%, and its estimated monthly branded searches moved from 2.3K to 1.6K.
- Across the 11 months ending August 2026, Jamie Kay’s estimated Share of Search among kids clothing brands in New Zealand moved from 38.7% to 47.7%, and its estimated monthly branded searches moved from 20.9K to 27K.
How did search popularity change for New Zealand kids clothing brands in August 2026?
2 changes
In August 2026, Jamie Kay overtook Cotton On Kids to take the highest estimated Share of Search among kids clothing brands in New Zealand, at 47.7%.
In August 2026, Huxbaby lost estimated Share of Search among kids clothing brands in New Zealand, from 4.5% to 2.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Huxbaby’s and Jamie Kay’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.
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.