IKEA vs Le Toy Van:Which is more popular?
In September 2026, IKEA had more branded searches than Le Toy Van among play kitchen brands in New Zealand. IKEA had about 140 branded searches, while Le Toy Van had 110. IKEA made up 0.51% of all play kitchen brand searches we track, and Le Toy Van accounted for 0.4%. When we asked ChatGPT and Google AI Overviews about play kitchen brands, IKEA and Le Toy Van each appeared in two of the five answers. IKEA was mentioned before Le Toy Van in two out of three answers that named either.
Who do people search for more?
IKEA, about 27% more searches than Le Toy Van
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
IKEA, named ahead of Le Toy Van in 2 of 3 answers
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Top play kitchen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, IKEA was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Le Toy Van was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. IKEA was listed before Le Toy Van in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Little Nation4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mocka3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hape3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- IKEA2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Le Toy Van2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about play kitchen brands
5 answers
Asked ChatGPT
“Which play kitchen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best play kitchen brands in New Zealand?”
Asked ChatGPT
“What's the best play kitchen brand in New Zealand for a toddler?”
Searched Google, AI Overview
“best play kitchen”
Searched Google, AI Overview
“wooden play kitchen”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is IKEA or Le Toy Van more popular in search?
This chart shows how often people search Google for IKEA and Le Toy Van by name. Each line represents a brand's share of searches for all eight play kitchen brands we track, month by month, from searches in New Zealand.
Share of searches by month for IKEA, Le Toy Van. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mocka | Little Nation | Little Tikes | Fisher-Price | Hape | Melissa & Doug | IKEA | Le Toy Van |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 80.2% | 8.6% | 3.8% | 3.9% | 1.4% | 1.2% | 0.21% | 0.62% |
| Nov 2025 | 77.7% | 10.3% | 4.5% | 3.8% | 1.7% | 1.1% | 0.26% | 0.61% |
| Dec 2025 | 74.2% | 12% | 4.3% | 4.8% | 2% | 1.3% | 0.57% | 0.7% |
| Jan 2026 | 86.3% | 5.1% | 2.3% | 3.2% | 1.2% | 1% | 0.45% | 0.45% |
| Feb 2026 | 81.2% | 8.5% | 3.2% | 3.8% | 1.4% | 0.94% | 0.31% | 0.49% |
| Mar 2026 | 83.2% | 6% | 3.3% | 3.9% | 1.8% | 0.97% | 0.26% | 0.64% |
| Apr 2026 | 83.6% | 6% | 3.3% | 3.3% | 1.8% | 0.98% | 0.41% | 0.53% |
| May 2026 | 86.2% | 5.1% | 2.8% | 2.8% | 1.5% | 0.83% | 0.29% | 0.45% |
| Jun 2026 | 87% | 4.2% | 2.8% | 2.7% | 1.5% | 0.83% | 0.55% | 0.35% |
| Jul 2026 | 83.5% | 4.9% | 3.8% | 3.6% | 1.8% | 1.2% | 0.64% | 0.64% |
| Aug 2026 | 81.8% | 5.9% | 3.7% | 4.3% | 1.8% | 1.2% | 0.63% | 0.77% |
| Sep 2026 | 80.2% | 5.8% | 4.7% | 4.1% | 3.2% | 1.2% | 0.51% | 0.4% |
How has the IKEA and Le Toy Van comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: IKEA took it in June 2026, Le Toy Van took it in August 2026, IKEA took it in September 2026.
- Across the 12 months ending September 2026, IKEA’s share of searches among play kitchen brands in New Zealand moved from 0.21% to 0.51%, and its estimated monthly branded searches moved from 70 to 140.
- Across the 12 months ending September 2026, Le Toy Van’s share of searches among play kitchen brands in New Zealand moved from 0.62% to 0.4%, and its estimated monthly branded searches moved from 210 to 110.
How did search popularity change for New Zealand play kitchen brands in September 2026?
2 changes
In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand.
In September 2026, Le Toy Van fell from 7th to 8th among play kitchen brands in New Zealand.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using IKEA’s and Le Toy Van’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.
IKEA
1 branded search term
- ikea play kitchen
Le Toy Van
1 branded search term
- le toy van
Other head-to-heads among play kitchen brands
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