Brandwave

KidKraft vs MAGNA-TILES:Which is more popular in New Zealand?

In October 2026, MAGNA-TILES had more branded searches than KidKraft among toy brands in New Zealand. MAGNA-TILES had about 1,300 branded searches, while KidKraft had 40. MAGNA-TILES made up 1% of all toy brand searches we track, and KidKraft accounted for 0.03%. When we asked ChatGPT and Google AI Overviews about toy brands, MAGNA-TILES appeared in two of the five answers and KidKraft in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

MAGNA-TILES, about 33 searches for every 1 for KidKraft

MAGNA-TILES 1.3K searchesKidKraft 40 searches

Who does AI mention more?

MAGNA-TILES, mentioned in 2 of 5 answers, KidKraft in 0

MAGNA-TILES in 2 of 5KidKraft in 0 of 5

Who does AI recommend more?

MAGNA-TILES, the only one of the two named

MAGNA-TILES first in 2KidKraft never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MAGNA-TILES was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. KidKraft 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. +5 more
  11. KidKraft–

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
  • KidKraft0 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 KidKraft or MAGNA-TILES more popular in search?

This chart shows how often people search Google for KidKraft and MAGNA-TILES 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.

KidKraft and MAGNA-TILES among toy brands in New Zealand, by month

Share of searches by month for MAGNA-TILES, KidKraft. 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 KidKraft and MAGNA-TILES changed in New Zealand over the last 12 months?

3 findings
  • MAGNA-TILES 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, MAGNA-TILES’s share of searches among toy brands in New Zealand moved from 0.64% to 1%, and its estimated monthly branded searches moved from 1K to 1.3K.

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

1 change

  1. Estimated monthly branded searches for MAGNA-TILES in New Zealand rose 30% over 12 measured months, from 1K to 1.3K in October 2026.

How are KidKraft’s and MAGNA-TILES’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using KidKraft’s and MAGNA-TILES’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

1 branded search term

  • kidkraft

MAGNA-TILES

2 branded search terms

  • magna tiles
  • magnatiles

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

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