Brandwave

How popular isSteiff in search?

In August 2026, there were an estimated 14.8K branded searches for Steiff worldwide which is down 18.2% over the last 11 months. Steiff holds 0.64% estimated Share of Search among plush toys worldwide and is ranked 3rd 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 Steiff?

Steiff against plush toys worldwide, by month

Share of Search by month for Build-A-Bear, Steiff. 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 Steiff and its closest rivals

How has branded search demand for Steiff changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Steiff worldwide fell from 18.1K to 14.8K.
  • Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide decreased from 1.4% to 0.64%.
  • Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide peaked at 1.7% in December 2025 and was lowest at 0.64% in August 2026.
  • Across the 11 months ending August 2026, Steiff rose from 4th to 3rd among plush toys worldwide.

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 Steiff measured?

Brandwave collects information about searches that people make online using Steiff’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

  • steiff teddy

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How the Brand Demand Index is measured

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