Brandwave

Little Nation vs Playmobil:Which is more popular in New Zealand?

In October 2026, Little Nation and Playmobil were level in searches among toy brands in New Zealand, with an estimated 1.9K versus 1.8K branded searches, at 1.5% and 1.4% of the total. When we asked ChatGPT and Google AI Overviews about toy brands, Playmobil appeared in three of the five answers and Little Nation in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

Little Nation, about 6% more searches than Playmobil

Little Nation 1.9K searchesPlaymobil 1.8K searches

Who does AI mention more?

Playmobil, mentioned in 3 of 5 answers, Little Nation in 0

Playmobil in 3 of 5Little Nation in 0 of 5

Who does AI recommend more?

Playmobil, the only one of the two named

Playmobil first in 3Little Nation never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Playmobil was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Little Nation did not appear in any of the five answers.

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. +1 more
  11. Little Nation–
  12. +4 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
  • Little Nation0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 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 Little Nation or Playmobil more popular in search?

This chart shows how often people search Google for Little Nation and Playmobil by name. Each line represents a brand's share of searches for all 15 toy brands we track, month by month, from searches in New Zealand.

Little Nation and Playmobil among toy brands in New Zealand, by month

Share of searches by month for Little Nation, Playmobil. The figures are in the table below the chart.

View monthly share of searches table
MonthLEGOBarbieHot WheelsVTechConnetixLittle NationFisher-PricePlaymobilNerfMAGNA-TILESHasbroRavensburgerMelissa & DougTender Leaf ToysKidKraft
Nov 202563.6%15.8%7.8%2.7%2.3%2.8%1.2%1.2%0.87%0.64%0.38%0.29%0.32%0.07%0.03%
Dec 202570.2%12.4%7.9%2.2%1.3%2%0.96%0.81%0.76%0.56%0.33%0.33%0.18%0.04%0.02%
Jan 202674%11.5%7.1%1.6%0.92%1.1%0.81%0.67%0.65%0.51%0.51%0.3%0.2%0.04%0.02%
Feb 202669.5%13.5%7.5%1.8%1.3%1.9%1%1.1%0.72%0.7%0.47%0.31%0.2%0.04%0.02%
Mar 202665.2%16.9%8.3%1.7%1.5%1.5%1.1%1.2%0.71%0.69%0.57%0.29%0.22%0.05%0.02%
Apr 202669.4%13.5%8.2%1.8%1.4%1.4%0.94%1%0.66%0.52%0.52%0.33%0.23%0.04%0.02%
May 202669.6%14.5%6.8%1.9%1.6%1.3%0.87%0.94%0.73%0.59%0.48%0.4%0.23%0.04%0.02%
Jun 202668.7%14.9%7.7%1.9%1.6%1.1%0.84%0.92%0.6%0.59%0.48%0.38%0.23%0.06%0.02%
Jul 202666.5%14.8%8.4%2.1%2%1.1%0.94%1%0.76%0.84%0.61%0.51%0.29%0.08%<0.01%
Aug 202668.3%14.4%8%2%1.8%1.2%0.98%0.98%0.66%0.65%0.35%0.44%0.24%0.04%0.01%
Sep 202663.6%15.6%8.7%2.4%3.5%1.3%1.1%0.93%0.81%0.79%0.57%0.47%0.27%0.06%0.02%
Oct 202657.7%19.4%10.1%3%2.3%1.5%1.4%1.4%1%1%0.47%0.36%0.26%0.06%0.03%

How has branded search for Little Nation and Playmobil changed in New Zealand over the last 12 months?

3 findings
  • Little Nation was ahead of Playmobil in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Little Nation’s share of searches among toy brands in New Zealand moved from 2.8% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 1.9K.
  • Across the 12 months ending October 2026, Playmobil’s share of searches among toy brands in New Zealand moved from 1.2% to 1.4%, and its estimated monthly branded searches held steady at 1.8K.

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

1 change

  1. Estimated monthly branded searches for Little Nation in New Zealand fell 56.8% over 12 measured months, from 4.4K to 1.9K in October 2026.

How are Little Nation’s and Playmobil’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Little Nation’s and Playmobil’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.

Little Nation

1 branded search term

  • little nation

Playmobil

9 branded search terms

  • playmobil
  • playmobil advent calendar
  • playmobil castle
  • playmobil horse
  • playmobil hospital
  • playmobil pirates
  • playmobil police
  • playmobil set
  • playmobil toy

How the Brand Demand Index is measured

Other head-to-heads among toy brands

Creator with pink hair and a pink jacket

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