LEGO vs Nerf:Which is more popular by branded search in New Zealand?

Name: LEGO vs Nerf: Which is more popular by branded search in New Zealand?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, LEGO had more branded searches than Nerf among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to Nerf’s 970, and held a 71.1% Share of Search versus Nerf’s 0.6%.

Share of Search among toy brands in New Zealand in August 2026Which is more popular in search, LEGO or Nerf?

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Which is more popular in search, LEGO or Nerf?

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.

LEGO and Nerf among toy brands in New Zealand, by month

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 Nerf comparison changed over the last 12 months?

3 findings

LEGO was ahead of Nerf 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, Nerf’s estimated Share of Search among toy brands in New Zealand moved from 0.73% to 0.6%, and its estimated monthly branded searches moved from 1.1K to 970.

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

1 change

In August 2026, LEGO gained estimated Share of Search among toy brands in New Zealand, from 69.6% to 71.1%.

How each brand is measured

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