Brandwave

LEGO vs Little Nation:Which is more popular in New Zealand?

In October 2026, LEGO had more branded searches than Little Nation among toy brands in New Zealand. LEGO had about 73,100 branded searches, while Little Nation had 1,900. LEGO made up 57.7% of all toy brand searches we track, and Little Nation accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in three of the five answers and Little Nation in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

LEGO, about 38 searches for every 1 for Little Nation

LEGO 73.1K searchesLittle Nation 1.9K searches

Who does AI mention more?

LEGO, mentioned in 3 of 5 answers, Little Nation in 0

LEGO in 3 of 5Little Nation in 0 of 5

Who does AI recommend more?

LEGO, the only one of the two named

LEGO first in 3Little Nation never named

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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. Little Nation 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. +1 more
  11. Little Nation–
  12. +4 more

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
  • Little Nation0 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 LEGO or Little Nation more popular in search?

This chart shows how often people search Google for LEGO and Little Nation 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.

LEGO and Little Nation among toy brands in New Zealand, by month

Share of searches by month for LEGO, Little Nation. 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 LEGO and Little Nation changed in New Zealand over the last 12 months?

3 findings
  • LEGO was ahead of Little Nation in every measured month of the 12 months ending October 2026.
  • 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.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand moved from 2.8% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 1.9K.

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

2 changes

  1. In October 2026, LEGO lost share of searches among toy brands in New Zealand, from 63.6% to 57.7%.

  2. Estimated monthly branded searches for Little Nation in New Zealand fell 56.8% over 12 measured months, from 4.4K to 1.9K in October 2026.

How are LEGO’s and Little Nation’s branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using LEGO’s and Little Nation’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.

LEGO

17 branded 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
  • stranger things lego

Little Nation

1 branded search term

  • little nation

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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