Brandwave

MAGNA-TILES vs Playmobil:Which is more popular?

In September 2026, Playmobil had more branded searches than MAGNA-TILES among toy brands in New Zealand. Playmobil had about 1,180 branded searches, while MAGNA-TILES had 1,000. Playmobil made up 0.95% of all toy brand searches we track, and MAGNA-TILES accounted for 0.8%. When we asked ChatGPT and Google AI Overviews about toy brands, Playmobil appeared in three of the five answers and MAGNA-TILES in two. Playmobil was mentioned before MAGNA-TILES in two out of three answers that named either.

Among toy brands in New Zealand in September 2026

Who do people search for more?

Playmobil, about 18% more searches than MAGNA-TILES

Playmobil 1.2K searchesMAGNA-TILES 1K searches

Who does AI mention more?

Playmobil, mentioned in 3 of 5 answers, MAGNA-TILES in 2

Playmobil in 3 of 5MAGNA-TILES in 2 of 5

Who does AI recommend more?

Playmobil, named ahead of MAGNA-TILES in 2 of 3 answers

Playmobil first in 2MAGNA-TILES first in 1

Follow MAGNA-TILES vs Playmobil and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. MAGNA-TILES was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Playmobil was listed before MAGNA-TILES in two out of three answers 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 MAGNA-TILES or Playmobil more popular in search?

This chart shows how often people search Google for MAGNA-TILES and Playmobil 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.

MAGNA-TILES and Playmobil among toy brands in New Zealand, by month

Share of searches by month for Playmobil, MAGNA-TILES. 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 MAGNA-TILES and Playmobil comparison changed over the last 12 months?

3 findings
  • Playmobil was ahead of MAGNA-TILES in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, MAGNA-TILES’s share of searches among toy brands in New Zealand moved from 0.75% to 0.8%, and its estimated monthly branded searches moved from 880 to 1K.
  • Across the 12 months ending September 2026, Playmobil’s share of searches among toy brands in New Zealand moved from 1.2% to 0.95%, and its estimated monthly branded searches moved from 1.4K to 1.2K.

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

2 changes

  1. Estimated monthly branded searches for MAGNA-TILES in New Zealand rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

  2. Estimated monthly branded searches for Playmobil in New Zealand fell 14.5% over 12 measured months, from 1.4K to 1.2K in September 2026.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using MAGNA-TILES’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.

MAGNA-TILES

2 branded search terms

  • magna tiles
  • magnatiles

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

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free