LEGO vs Melissa & Doug:Which is more popular by branded search in New Zealand?
In August 2026, LEGO had more branded searches than Melissa & Doug among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to Melissa & Doug’s 1.5K, and held a 71.1% Share of Search versus Melissa & Doug’s 0.91%.
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Which is more popular in search, LEGO or Melissa & Doug?
Compare the toy brands New Zealand families buy most. 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.
Share of Search by month for LEGO, Melissa & Doug. The figures are in the table below the chart.
View monthly share of search table
| Month | LEGO | Barbie | Hot Wheels | Fisher-Price | VTech | Playmobil | Melissa & Doug | Nerf |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 61.9% | 15.1% | 16% | 2.1% | 2% | 1.3% | 0.8% | 0.73% |
| Nov 2025 | 69.2% | 13.6% | 9.8% | 2.1% | 2.3% | 1.3% | 0.79% | 0.8% |
| Dec 2025 | 73.4% | 11% | 9.8% | 1.6% | 1.9% | 0.99% | 0.49% | 0.72% |
| Jan 2026 | 76.9% | 10% | 8.4% | 1.4% | 1.4% | 0.79% | 0.49% | 0.6% |
| Feb 2026 | 73.4% | 12% | 8.9% | 1.8% | 1.6% | 1.2% | 0.47% | 0.67% |
| Mar 2026 | 69.8% | 14.4% | 9.8% | 2% | 1.5% | 1.3% | 0.56% | 0.64% |
| Apr 2026 | 72.8% | 12.1% | 9.5% | 1.8% | 1.6% | 1.1% | 0.55% | 0.62% |
| May 2026 | 72.8% | 13.4% | 7.9% | 2.1% | 1.7% | 1% | 0.5% | 0.66% |
| Jun 2026 | 70.9% | 14.2% | 8.8% | 2.3% | 1.7% | 0.99% | 0.63% | 0.54% |
| Jul 2026 | 69.6% | 13.6% | 9.4% | 2.5% | 1.9% | 1.1% | 1.2% | 0.69% |
| Aug 2026 | 71.1% | 13.5% | 9.1% | 2% | 1.7% | 0.95% | 0.91% | 0.6% |
| Sep 2026 | — | — | — | — | — | — | — | — |
How has the LEGO and Melissa & Doug comparison changed over the last 12 months?
3 findings
- LEGO was ahead of Melissa & Doug in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, LEGO’s estimated Share of Search among toy brands in New Zealand moved from 61.9% to 71.1%, and its estimated monthly branded searches moved from 89.8K to 115K.
- Across the 11 months ending August 2026, Melissa & Doug’s estimated Share of Search among toy brands in New Zealand moved from 0.8% to 0.91%, and its estimated monthly branded searches moved from 1.2K to 1.5K.
How did search popularity change for New Zealand toy brands in August 2026?
2 changes
In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.
In August 2026, Melissa & Doug fell from 6th to 7th among toy brands in New Zealand.
How each brand is measured
Brandwave collects information about searches that people make online using LEGO’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.
LEGO
22 branded search terms
- ideas lego
- kmart lego
- lego
- lego batman
- lego city
- lego com
- lego flowers
- lego friends
- lego minifigures
- lego near me
- lego ninjago
- lego nz
- lego online
- lego sale
- lego set
- lego speed champions
- lego star wars
- lego stores
- lego technic
- lego toy
- pokemon lego
- stranger things lego
Melissa & Doug
18 branded search terms
- ice cream set melissa and doug
- melissa & doug
- melissa & doug 100 wood blocks set
- melissa & doug ice cream counter
- melissa & doug nz
- melissa & doug puzzles
- melissa & doug scoop & serve ice cream counter
- melissa & doug toy
- melissa & doug water wow
- melissa and doug ice cream
- melissa and doug toy
- melissa and doug wooden toys
- melissa doug
- melissa doug set
- melissa doug toy
- melissaanddoug com
- melissadoug
- melissadoug toys
Put your own brand in this comparison
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