--- title: "IKEA vs Melissa & Doug: Which is searched more in New Zealand?" description: "Is IKEA or Melissa & Doug more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Play kitchen brands set in New Zealand. 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." canonical: "https://gobrandwave.com/demand/nz/compare/ikea-vs-melissa-and-doug" publisher: "Brandwave" --- # IKEA vs Melissa & Doug: Which is searched more in New Zealand? Is IKEA or Melissa & Doug more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Play kitchen brands set in New Zealand. 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. ## Key facts - **Compared**: IKEA and Melissa & Doug - **Competitive set**: Play kitchen brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **IKEA Share of Search**: 0.51% - **Melissa & Doug Share of Search**: 1.2% ## Is IKEA or Melissa & Doug more popular in search? - In September 2026, Melissa & Doug had more branded searches than IKEA among play kitchen brands in New Zealand. Melissa & Doug had about 320 branded searches, while IKEA had 140. Melissa & Doug made up 1.2% of all play kitchen brand searches we track, and IKEA accounted for 0.51%. - Melissa & Doug was ahead of IKEA in every measured month of the 12 months ending 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, Melissa & Doug’s share of searches among play kitchen brands in New Zealand held steady at 1.2%, and its estimated monthly branded searches moved from 390 to 320. ## 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. Melissa & Doug did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Mocka | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Little Nation | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Hape | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | IKEA | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Le Toy Van | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Little Tikes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Fisher-Price | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Melissa & Doug | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about play kitchen brands - Asked ChatGPT "Which play kitchen brand should I buy in New Zealand?": 1. Mocka, 2. IKEA, 3. Hape - Asked ChatGPT "What are the best play kitchen brands in New Zealand?": 1. IKEA, 2. Mocka, 3. Little Nation, 4. Hape, 5. Le Toy Van - Asked ChatGPT "What's the best play kitchen brand in New Zealand for a toddler?": 1. Mocka, 2. Little Nation - Searched Google, AI Overview "best play kitchen": 1. Hape, 2. Little Nation - Searched Google, AI Overview "wooden play kitchen": 1. Little Nation, 2. Le Toy Van Not named in any answer: Little Tikes, Fisher-Price and Melissa & Doug. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand play kitchen brands in September 2026? - In September 2026, IKEA rose from 8th to 7th among play kitchen brands in New Zealand. - Estimated monthly branded searches for Melissa & Doug in New Zealand fell 17.9% over 12 measured months, from 390 to 320 in September 2026. ## Month by month | Month | IKEA estimated searches | IKEA Share of Search | IKEA rank | Melissa & Doug estimated searches | Melissa & Doug Share of Search | Melissa & Doug rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 70 | 0.21% | 8 | 390 | 1.2% | 6 | | Nov 2025 | 110 | 0.26% | 8 | 480 | 1.1% | 6 | | Dec 2025 | 170 | 0.57% | 8 | 390 | 1.3% | 6 | | Jan 2026 | 140 | 0.45% | 7 | 320 | 1% | 6 | | Feb 2026 | 70 | 0.31% | 8 | 210 | 0.94% | 6 | | Mar 2026 | 70 | 0.26% | 8 | 260 | 0.97% | 6 | | Apr 2026 | 110 | 0.41% | 8 | 260 | 0.98% | 6 | | May 2026 | 90 | 0.29% | 8 | 260 | 0.83% | 6 | | Jun 2026 | 170 | 0.55% | 7 | 260 | 0.83% | 6 | | Jul 2026 | 170 | 0.64% | 7 | 320 | 1.2% | 6 | | Aug 2026 | 170 | 0.63% | 8 | 320 | 1.2% | 6 | | Sep 2026 | 140 | 0.51% | 7 | 320 | 1.2% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using IKEA’s 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. - **IKEA**: Measured on the search term “ikea play kitchen”. - **Melissa & Doug**: Measured on the search terms “melissa & doug”, “melissa doug” and “melissadoug”, summed into one figure. - [IKEA profile](/demand/nz/brands/ikea) - [Melissa & Doug profile](/demand/nz/brands/melissa-and-doug) - [All play kitchen brands in New Zealand](/demand/nz/categories/nz-play-kitchen-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is IKEA or Melissa & Doug more popular in search? In September 2026, Melissa & Doug had more branded searches than IKEA among play kitchen brands in New Zealand. Melissa & Doug had about 320 branded searches, while IKEA had 140. Melissa & Doug made up 1.2% of all play kitchen brand searches we track, and IKEA accounted for 0.51%. ## Cite this page Brandwave. "IKEA vs Melissa & Doug: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/ikea-vs-melissa-and-doug This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/ikea-vs-melissa-and-doug. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.