Brandwave

How popular isBuild-A-Bear in search?

In August 2026, there were an estimated 2.2M branded searches for Build-A-Bear worldwide which is up 83.6% over the last 11 months. Build-A-Bear holds 97.6% estimated Share of Search among plush toys worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Build-A-Bear97.6%
  2. Jellycat0.97%
  3. Steiff0.64%
  4. Ty0.53%
  5. Squishmallows0.24%
  6. GUND0.04%
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Which plush toys compete with Build-A-Bear?

Build-A-Bear against plush toys worldwide, by month

Share of Search by month for Build-A-Bear. The figures are in the table below the chart.

View monthly share of search table
MonthBuild-A-BearJellycatSteiffTySquishmallowsGUND
Oct 202594.4%1.7%1.4%2.1%0.34%0.08%
Nov 202595.3%1.7%1.4%1.1%0.34%0.08%
Dec 202594%2.5%1.7%1.1%0.51%0.1%
Jan 202693.8%3.1%1.4%1.1%0.42%0.12%
Feb 202695.4%2.1%1.2%0.95%0.28%0.1%
Mar 202695.5%1.7%1.4%0.95%0.28%0.1%
Apr 202695.4%1.7%1.4%1.2%0.23%0.08%
May 202694.6%2.6%1.4%1.1%0.23%0.09%
Jun 202694.5%2.6%1.4%0.94%0.51%0.08%
Jul 202695.3%2.1%1.2%0.95%0.42%0.08%
Aug 202697.6%0.97%0.64%0.53%0.24%0.04%
Sep 2026——————

  1. 1.Build-A-Bear

    97.6%

    Held 1st. 2.2M estimated branded searches, +83.6% vs prior month. Share +2.3 points.

  2. 2.Jellycat

    0.97%

    Held 2nd. 22.2K estimated branded searches, -18.1% vs prior month. Share -1.1 points.

  3. 3.Steiff

    0.64%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Ty

    0.53%

    Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Squishmallows

    0.24%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.GUND

    0.04%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Build-A-Bear and its closest rivals

How has branded search demand for Build-A-Bear changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Build-A-Bear worldwide rose from 1.2M to 2.2M.
  • Across the 11 months ending August 2026, Build-A-Bear’s estimated Share of Search among plush toys worldwide increased from 94.4% to 97.6%.
  • Across the 11 months ending August 2026, Build-A-Bear’s estimated Share of Search among plush toys worldwide peaked at 97.6% in August 2026 and was lowest at 93.8% in January 2026.

How did search popularity change for plush toys worldwide in August 2026?

  1. In August 2026, Build-A-Bear gained estimated Share of Search among plush toys worldwide, from 95.3% to 97.6%.

  2. In August 2026, Jellycat lost estimated Share of Search among plush toys worldwide, from 2.1% to 0.97%.

  3. In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%.

  4. Estimated monthly branded searches for Squishmallows worldwide rose 22.7% over 11 measured months, from 4.4K to 5.4K in August 2026.

  5. Estimated monthly branded searches for Ty worldwide fell 55.4% over 11 measured months, from 27.1K to 12.1K in August 2026.

How is Build-A-Bear measured?

Brandwave collects information about searches that people make online using Build-A-Bear’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • build a bear

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How the Brand Demand Index is measured

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