--- title: "LEGO vs VTech: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, LEGO or VTech? 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-vtech" publisher: "Brandwave" --- # LEGO vs VTech: Which is more popular by branded search in New Zealand? Which is more popular in search, LEGO or VTech? 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 VTech - **Competitive set**: Toy brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **LEGO Share of Search**: 71.1% - **VTech Share of Search**: 1.7% ## Which is more popular in search, LEGO or VTech? - In August 2026, LEGO had more branded searches than VTech among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to VTech’s 2.8K, and held a 71.1% Share of Search versus VTech’s 1.7%. - LEGO was ahead of VTech 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, VTech’s estimated Share of Search among toy brands in New Zealand moved from 2% to 1.7%, and its estimated monthly branded searches moved from 3K to 2.8K. ## 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%. ## Month by month | Month | LEGO estimated searches | LEGO Share of Search | LEGO rank | VTech estimated searches | VTech Share of Search | VTech rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 89.8K | 61.9% | 1 | 3K | 2% | 5 | | Nov 2025 | 132K | 69.2% | 1 | 4.4K | 2.3% | 4 | | Dec 2025 | 161K | 73.4% | 1 | 4.3K | 1.9% | 4 | | Jan 2026 | 131K | 76.9% | 1 | 2.4K | 1.4% | 4 | | Feb 2026 | 89.9K | 73.4% | 1 | 1.9K | 1.6% | 5 | | Mar 2026 | 86.3K | 69.8% | 1 | 1.9K | 1.5% | 5 | | Apr 2026 | 97.5K | 72.8% | 1 | 2.1K | 1.6% | 5 | | May 2026 | 104K | 72.8% | 1 | 2.4K | 1.7% | 5 | | Jun 2026 | 103K | 70.9% | 1 | 2.5K | 1.7% | 5 | | Jul 2026 | 98.2K | 69.6% | 1 | 2.7K | 1.9% | 5 | | Aug 2026 | 115K | 71.1% | 1 | 2.8K | 1.7% | 5 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using LEGO’s and VTech’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. - **VTech**: Measured on the search terms “vtech”, “vtech cam”, “vtech com au”, “vtech dj mix”, “vtech drum set”, “vtech fire station”, “vtech kidi dj mix”, “vtech kidizoom”, “vtech laptop”, “vtech learning walker”, “vtech marble run”, “vtech marble rush”, “vtech near me”, “vtech nz”, “vtech online”, “vtech set”, “vtech sit to stand walker”, “vtech toot toot”, “vtech toy”, “vtech walker” and “vtech walkie talkie”, summed into one figure. - [LEGO profile](/demand/nz/brands/lego) - [VTech profile](/demand/nz/brands/vtech) - [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 VTech? In August 2026, LEGO had more branded searches than VTech among toy brands in New Zealand. LEGO was estimated to have 115K branded searches compared to VTech’s 2.8K, and held a 71.1% Share of Search versus VTech’s 1.7%. ## Cite this page Brandwave. "LEGO vs VTech: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/lego-vs-vtech This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/lego-vs-vtech. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.