Playmobil vs Schleich:Which is more popular?
In September 2026, Playmobil had more branded searches than Schleich among farm animals brands in New Zealand. Playmobil had about 1,080 branded searches, while Schleich had 880. Playmobil made up 30.4% of all farm animals brand searches we track, and Schleich accounted for 24.8%. When we asked ChatGPT and Google AI Overviews about farm animals brands, Schleich appeared in four of the five answers and Playmobil in one. Schleich was mentioned before Playmobil in every answer.
Who do people search for more?
Playmobil, about 23% more searches than Schleich
Who does AI mention more?
Schleich, mentioned in 4 of 5 answers, Playmobil in 1
Who does AI recommend more?
Schleich, named ahead of Playmobil in every answer
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Top farm animals brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Schleich was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Playmobil was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Schleich was listed before Playmobil in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Schleich1st
CollectA2nd
Papo3rd- Playmobil4th
Fisher-Price–
Melissa & Doug–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Schleich4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- CollectA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Papo2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fisher-Price1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Playmobil1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Melissa & Doug0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about farm animals brands
5 answers
Asked ChatGPT
“Which farm animal toy brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best farm animal toy brands in New Zealand?”
Asked ChatGPT
“What's the best farm animal toy brand in New Zealand for a farm playset?”
Searched Google, AI Overview
“farm animal toys nz”
Searched Google, AI Overview
“farm animal playset”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Playmobil or Schleich more popular in search?
This chart shows how often people search Google for Playmobil and Schleich by name. Each line represents a brand's share of searches for all six farm animals brands we track, month by month, from searches in New Zealand.
Share of searches by month for Playmobil, Schleich. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fisher-Price | Playmobil | Schleich | Melissa & Doug | CollectA | Papo |
|---|---|---|---|---|---|---|
| Oct 2025 | 32.2% | 31.7% | 24.2% | 9.4% | 1.7% | 0.73% |
| Nov 2025 | 31% | 32.3% | 24.6% | 9.1% | 2.6% | 0.38% |
| Dec 2025 | 34% | 31.4% | 23.4% | 9.1% | 1.6% | 0.47% |
| Jan 2026 | 31.5% | 28% | 28% | 10.2% | 1.6% | 0.64% |
| Feb 2026 | 30.6% | 37.4% | 21.2% | 7.6% | 2.5% | 0.72% |
| Mar 2026 | 31.6% | 35.6% | 22.1% | 8% | 2.1% | 0.61% |
| Apr 2026 | 27.8% | 33.2% | 27.8% | 8.2% | 1.6% | 1.3% |
| May 2026 | 27.6% | 33.2% | 27.6% | 8.2% | 2.8% | 0.63% |
| Jun 2026 | 28.3% | 34.7% | 24.2% | 8.8% | 3% | 1% |
| Jul 2026 | 28.6% | 32.4% | 26.2% | 9.5% | 2.7% | 0.6% |
| Aug 2026 | 31.4% | 33.6% | 23.8% | 8.7% | 1.9% | 0.54% |
| Sep 2026 | 32.1% | 30.4% | 24.8% | 9% | 3.1% | 0.56% |
How has the Playmobil and Schleich comparison changed over the last 12 months?
3 findings
- Playmobil was ahead of Schleich in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Playmobil’s share of searches among farm animals brands in New Zealand moved from 31.7% to 30.4%, and its estimated monthly branded searches moved from 1.3K to 1.1K.
- Across the 12 months ending September 2026, Schleich’s share of searches among farm animals brands in New Zealand moved from 24.2% to 24.8%, and its estimated monthly branded searches moved from 1K to 880.
How did search popularity change for New Zealand farm animals brands in September 2026?
3 changes
In September 2026, Fisher-Price overtook Playmobil to become the leader among farm animals brands in New Zealand, with 32.1% of the searches.
In September 2026, Schleich gained share of searches among farm animals brands in New Zealand, from 23.8% to 24.8%.
In September 2026, Playmobil lost share of searches among farm animals brands in New Zealand, from 33.6% to 30.4%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Playmobil’s and Schleich’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.
Other head-to-heads among farm animals brands
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