Brandwave

LEGO vs Ravensburger:Which is more popular?

In September 2026, LEGO had more branded searches than Ravensburger among toy brands in New Zealand. LEGO had about 80,400 branded searches, while Ravensburger had 600. LEGO made up 64.5% of all toy brand searches we track, and Ravensburger accounted for 0.48%. When we asked ChatGPT and Google AI Overviews about toy brands, LEGO appeared in three of the five answers and Ravensburger in two. LEGO was mentioned before Ravensburger in every answer that named either.

Among toy brands in New Zealand in September 2026

Who do people search for more?

LEGO, about 134 searches for every 1 for Ravensburger

LEGO 80.4K searchesRavensburger 600 searches

Who does AI mention more?

LEGO, mentioned in 3 of 5 answers, Ravensburger in 2

LEGO in 3 of 5Ravensburger in 2 of 5

Who does AI recommend more?

LEGO, named ahead of Ravensburger in 3 of 3 answers

LEGO first in 3Ravensburger never first

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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. Ravensburger was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. LEGO was listed before Ravensburger in every answer that named either.

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. Barbie–
  11. +2 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
  • Barbie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 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 Ravensburger more popular in search?

This chart shows how often people search Google for LEGO and Ravensburger by name. Each line represents a brand's share of searches for all 12 toy brands we track, month by month, from searches in New Zealand.

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

Share of searches by month for LEGO, Ravensburger. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsConnetixVTechFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & Doug
Oct 202560.7%17.7%9.4%4.6%2.3%1.3%1.2%0.77%0.75%0.5%0.4%0.35%
Nov 202565.7%16%8.1%2.4%2.7%1.3%1.2%0.9%0.66%0.39%0.3%0.33%
Dec 202571.7%12.6%8.1%1.4%2.2%0.98%0.82%0.77%0.57%0.33%0.34%0.23%
Jan 202675%11.7%7.2%0.93%1.6%0.82%0.68%0.65%0.42%0.52%0.31%0.24%
Feb 202671.1%13.8%7.7%1%1.8%1%1.1%0.74%0.72%0.48%0.32%0.21%
Mar 202666.9%16.4%8.5%1.6%1.7%1.1%1.2%0.73%0.71%0.58%0.3%0.28%
Apr 202670.5%13.7%8.4%1.4%1.8%0.95%1%0.67%0.53%0.53%0.33%0.23%
May 202670.5%14.7%7%1.6%1.9%0.88%0.95%0.74%0.6%0.49%0.41%0.23%
Jun 202669.5%15.1%7.8%1.6%1.9%0.85%0.93%0.6%0.6%0.49%0.38%0.23%
Jul 202667.4%14.8%8.5%2.1%2.1%0.95%1%0.77%0.86%0.62%0.51%0.29%
Aug 202669.1%14.7%8.2%1.8%1.9%1%1%0.67%0.66%0.36%0.45%0.25%
Sep 202664.5%15.8%8.8%3.5%2.4%1.1%0.95%0.82%0.8%0.58%0.48%0.27%

How has the LEGO and Ravensburger comparison changed over the last 12 months?

3 findings
  • LEGO was ahead of Ravensburger in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, LEGO’s share of searches among toy brands in New Zealand moved from 60.7% to 64.5%, and its estimated monthly branded searches moved from 71K to 80.4K.
  • Across the 12 months ending September 2026, Ravensburger’s share of searches among toy brands in New Zealand moved from 0.4% to 0.48%, and its estimated monthly branded searches moved from 470 to 600.

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

2 changes

  1. In September 2026, LEGO lost share of searches among toy brands in New Zealand, from 69.1% to 64.5%.

  2. In September 2026, Ravensburger fell from 10th to 11th among toy brands in New Zealand.

How are branded searches counted?

19 search terms

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

Ravensburger

2 branded search terms

  • ravensburger
  • ravensburger puzzle

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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