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.
- Build-A-Bear97.6%
- Jellycat0.97%
- Steiff0.64%
- Ty0.53%
- Squishmallows0.24%
- GUND0.04%
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Which plush toys compete with Steiff?
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
| Month | Build-A-Bear | Jellycat | Steiff | Ty | Squishmallows | GUND |
|---|---|---|---|---|---|---|
| Oct 2025 | 94.4% | 1.7% | 1.4% | 2.1% | 0.34% | 0.08% |
| Nov 2025 | 95.3% | 1.7% | 1.4% | 1.1% | 0.34% | 0.08% |
| Dec 2025 | 94% | 2.5% | 1.7% | 1.1% | 0.51% | 0.1% |
| Jan 2026 | 93.8% | 3.1% | 1.4% | 1.1% | 0.42% | 0.12% |
| Feb 2026 | 95.4% | 2.1% | 1.2% | 0.95% | 0.28% | 0.1% |
| Mar 2026 | 95.5% | 1.7% | 1.4% | 0.95% | 0.28% | 0.1% |
| Apr 2026 | 95.4% | 1.7% | 1.4% | 1.2% | 0.23% | 0.08% |
| May 2026 | 94.6% | 2.6% | 1.4% | 1.1% | 0.23% | 0.09% |
| Jun 2026 | 94.5% | 2.6% | 1.4% | 0.94% | 0.51% | 0.08% |
| Jul 2026 | 95.3% | 2.1% | 1.2% | 0.95% | 0.42% | 0.08% |
| Aug 2026 | 97.6% | 0.97% | 0.64% | 0.53% | 0.24% | 0.04% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 97.6% | 2.2M | +83.6% | +2.3 points | |
| 2, held 2nd | 0.97% | 22.2K | -18.1% | -1.1 points | |
| 3, held 3rd | 0.64% | 14.8K | 0% | -0.5 points | |
| 4, held 4th | 0.53% | 12.1K | 0% | -0.4 points | |
| 5, held 5th | 0.24% | 5.4K | 0% | -0.2 points | |
| 6, held 6th | 0.04% | 1K | 0% | 0 points |
97.6%
Held 1st. 2.2M estimated branded searches, +83.6% vs prior month. Share +2.3 points.
2.Jellycat
0.97%
Held 2nd. 22.2K estimated branded searches, -18.1% vs prior month. Share -1.1 points.
3.Steiff
0.64%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.5 points.
4.Ty
0.53%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
0.24%
Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.
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?
4 findings
- 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?
5 changes
In August 2026, Build-A-Bear gained estimated Share of Search among plush toys worldwide, from 95.3% to 97.6%.
In August 2026, Jellycat lost estimated Share of Search among plush toys worldwide, from 2.1% to 0.97%.
In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%.
Estimated monthly branded searches for Squishmallows worldwide rose 22.7% over 11 measured months, from 4.4K to 5.4K in August 2026.
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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Is Steiff your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.