Brandwave

Tender Leaf Toys vs VTech:Which is more popular in New Zealand?

In October 2026, VTech had more branded searches than Tender Leaf Toys among toy brands in New Zealand. VTech had about 3,740 branded searches, while Tender Leaf Toys had 70. VTech made up 3% of all toy brand searches we track, and Tender Leaf Toys accounted for 0.06%. When we asked ChatGPT and Google AI Overviews about toy brands, VTech appeared in two of the five answers and Tender Leaf Toys in none.

Among toy brands in New Zealand in October 2026

Who do people search for more?

VTech, about 53 searches for every 1 for Tender Leaf Toys

VTech 3.7K searchesTender Leaf Toys 70 searches

Who does AI mention more?

VTech, mentioned in 2 of 5 answers, Tender Leaf Toys in 0

VTech in 2 of 5Tender Leaf Toys in 0 of 5

Who does AI recommend more?

VTech, the only one of the two named

VTech first in 2Tender Leaf Toys never named

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Top toy brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, VTech was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Tender Leaf Toys 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. +4 more
  11. Tender Leaf Toys–
  12. +1 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
  • Tender Leaf Toys0 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 Tender Leaf Toys or VTech more popular in search?

This chart shows how often people search Google for Tender Leaf Toys and VTech 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.

Tender Leaf Toys and VTech among toy brands in New Zealand, by month

Share of searches by month for VTech, Tender Leaf Toys. 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 Tender Leaf Toys and VTech changed in New Zealand over the last 12 months?

3 findings
  • VTech was ahead of Tender Leaf Toys in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Tender Leaf Toys’ share of searches among toy brands in New Zealand moved from 0.07% to 0.06%, and its estimated monthly branded searches moved from 110 to 70.
  • Across the 12 months ending October 2026, VTech’s share of searches among toy brands in New Zealand moved from 2.7% to 3%, and its estimated monthly branded searches moved from 4.2K to 3.7K.

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

2 changes

  1. In October 2026, VTech overtook Connetix to rank 4th among toy brands in New Zealand, with 3% of the searches.

  2. Estimated monthly branded searches for Tender Leaf Toys in New Zealand fell 36.4% over 12 measured months, from 110 to 70 in October 2026.

How are Tender Leaf Toys’ and VTech’s branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Tender Leaf Toys’ 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.

Tender Leaf Toys

1 branded search term

  • tender leaf toys

VTech

15 branded search terms

  • vtech
  • vtech cam
  • vtech dj mix
  • vtech drum set
  • vtech fire station
  • vtech kidizoom
  • vtech laptop
  • vtech learning walker
  • vtech marble run
  • vtech marble rush
  • vtech set
  • vtech toot toot
  • vtech toy
  • vtech walker
  • vtech walkie talkie

How the Brand Demand Index is measured

Other head-to-heads among toy brands

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