--- title: "KidKraft vs LEGO: Which is more popular in New Zealand?" description: "Is KidKraft or LEGO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy 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/kidkraft-vs-lego" publisher: "Brandwave" --- # KidKraft vs LEGO: Which is more popular in New Zealand? Is KidKraft or LEGO more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Toy 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**: KidKraft and LEGO - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Oct 2026 - **KidKraft Share of Search**: 0.03% - **LEGO Share of Search**: 57.7% ## Is KidKraft or LEGO more popular in search? - In October 2026, LEGO had more branded searches than KidKraft among toy brands in New Zealand. LEGO had about 73,100 branded searches, while KidKraft had 40. LEGO made up 57.7% of all toy brand searches we track, and KidKraft accounted for 0.03%. - LEGO was ahead of KidKraft in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, KidKraft’s share of searches among toy brands in New Zealand held steady at 0.03%, and its estimated monthly branded searches held steady at 40. - Across the 12 months ending October 2026, LEGO’s share of searches among toy brands in New Zealand moved from 63.6% to 57.7%, and its estimated monthly branded searches moved from 99.6K to 73.1K. ## Top toy brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, LEGO was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. KidKraft 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 | | --- | --- | --- | --- | --- | | LEGO | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Melissa & Doug | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Playmobil | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Fisher-Price | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Connetix | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | MAGNA-TILES | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | VTech | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Ravensburger | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Hot Wheels | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Barbie | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Little Nation | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nerf | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hasbro | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tender Leaf Toys | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | KidKraft | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about toy brands - Asked ChatGPT "Which toy brand should I buy in New Zealand?": 1. LEGO, 2. Playmobil, 3. Fisher-Price, 4. Melissa & Doug, 5. Hot Wheels - Asked ChatGPT "What are the best toy brands in New Zealand?": 1. LEGO, 2. Playmobil, 3. Melissa & Doug, 4. MAGNA-TILES, 5. Ravensburger, 6. Connetix - Asked ChatGPT "What's the best toy brand in New Zealand for children of different ages?": 1. Fisher-Price, 2. LEGO, 3. Melissa & Doug, 4. MAGNA-TILES, 5. Ravensburger, 6. Connetix, 7. VTech, 8. Playmobil - Searched Google, AI Overview "educational toys nz": 1. Connetix, 2. VTech, 3. Melissa & Doug - Searched Google, AI Overview "christmas toys nz": named none of the brands we track Not named in any answer: Barbie, Little Nation, Nerf, Hasbro, Tender Leaf Toys and KidKraft. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand toy brands in October 2026? - In October 2026, LEGO lost share of searches among toy brands in New Zealand, from 63.6% to 57.7%. ## How has branded search for KidKraft and LEGO changed in New Zealand over the last 12 months? | Month | KidKraft estimated searches | KidKraft Share of Search | KidKraft rank | LEGO estimated searches | LEGO Share of Search | LEGO rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 40 | 0.03% | 15 | 99.6K | 63.6% | 1 | | Dec 2025 | 30 | 0.02% | 15 | 126K | 70.2% | 1 | | Jan 2026 | 30 | 0.02% | 15 | 104K | 74% | 1 | | Feb 2026 | 20 | 0.02% | 15 | 71.3K | 69.5% | 1 | | Mar 2026 | 20 | 0.02% | 15 | 67.7K | 65.2% | 1 | | Apr 2026 | 20 | 0.02% | 15 | 78.4K | 69.4% | 1 | | May 2026 | 20 | 0.02% | 15 | 84.7K | 69.6% | 1 | | Jun 2026 | 30 | 0.02% | 15 | 83.9K | 68.7% | 1 | | Jul 2026 | 10 | <0.01% | 15 | 78.8K | 66.5% | 1 | | Aug 2026 | 20 | 0.01% | 15 | 93K | 68.3% | 1 | | Sep 2026 | 20 | 0.02% | 15 | 80.4K | 63.6% | 1 | | Oct 2026 | 40 | 0.03% | 15 | 73.1K | 57.7% | 1 | ## How are KidKraft’s and LEGO’s branded searches counted? Brandwave collects information about searches that people make online using KidKraft’s and LEGO’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. - **KidKraft**: Measured on the search term “kidkraft”. - **LEGO**: Measured on the search terms “ideas lego”, “lego”, “lego batman”, “lego city”, “lego flowers”, “lego friends”, “lego minifigures”, “lego ninjago”, “lego sale”, “lego set”, “lego speed champions”, “lego star wars”, “lego stores”, “lego technic”, “lego toy”, “pokemon lego” and “stranger things lego”, summed into one figure. - [KidKraft profile](/demand/nz/brands/kidkraft) - [LEGO profile](/demand/nz/brands/lego) - [All toy brands in New Zealand](/demand/nz/categories/nz-toy-brands): The set both shares are measured inside, 15 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 KidKraft or LEGO more popular in search? In October 2026, LEGO had more branded searches than KidKraft among toy brands in New Zealand. LEGO had about 73,100 branded searches, while KidKraft had 40. LEGO made up 57.7% of all toy brand searches we track, and KidKraft accounted for 0.03%. ## Cite this page Brandwave. "KidKraft vs LEGO: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/kidkraft-vs-lego This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/kidkraft-vs-lego. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.