--- title: "LEGO vs Melissa & Doug: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, LEGO or Melissa & Doug? 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/lego-vs-melissa-and-doug" publisher: "Brandwave" --- # LEGO vs Melissa & Doug: Which is more popular by branded search in New Zealand? Which is more popular in search, LEGO or Melissa & Doug? 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**: LEGO and Melissa & Doug - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **LEGO Share of Search**: 71.1% - **Melissa & Doug Share of Search**: 0.91% ## Which is more popular in search, LEGO or Melissa & Doug? - 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%. - 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? - 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. ## Month by month | Month | LEGO estimated searches | LEGO Share of Search | LEGO rank | Melissa & Doug estimated searches | Melissa & Doug Share of Search | Melissa & Doug rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 89.8K | 61.9% | 1 | 1.2K | 0.8% | 7 | | Nov 2025 | 132K | 69.2% | 1 | 1.5K | 0.79% | 8 | | Dec 2025 | 161K | 73.4% | 1 | 1.1K | 0.49% | 8 | | Jan 2026 | 131K | 76.9% | 1 | 840 | 0.49% | 8 | | Feb 2026 | 89.9K | 73.4% | 1 | 580 | 0.47% | 8 | | Mar 2026 | 86.3K | 69.8% | 1 | 690 | 0.56% | 8 | | Apr 2026 | 97.5K | 72.8% | 1 | 730 | 0.55% | 8 | | May 2026 | 104K | 72.8% | 1 | 710 | 0.5% | 8 | | Jun 2026 | 103K | 70.9% | 1 | 920 | 0.63% | 7 | | Jul 2026 | 98.2K | 69.6% | 1 | 1.7K | 1.2% | 6 | | Aug 2026 | 115K | 71.1% | 1 | 1.5K | 0.91% | 7 | | Sep 2026 | — | — | — | — | — | — | ## 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**: Measured on the 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” and “stranger things lego”, summed into one figure. - **Melissa & Doug**: Measured on the 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” and “melissadoug toys”, summed into one figure. - [LEGO profile](/demand/nz/brands/lego) - [Melissa & Doug profile](/demand/nz/brands/melissa-and-doug) - [All toy brands in New Zealand](/demand/nz/categories/nz-toy-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, LEGO or Melissa & Doug? 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%. ## Cite this page Brandwave. "LEGO vs Melissa & Doug: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/lego-vs-melissa-and-doug This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/lego-vs-melissa-and-doug. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.