How popular isStep2 in search?
In September 2026, there were an estimated 60.5K branded searches for Step2 worldwide which is up 49.4% over the last 12 months. Step2 holds 10.3% estimated Share of Search among kids play equipment brands worldwide and is ranked 5th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.
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Which kids play equipment brands compete with Step2?
Share of Search by month for Bestway, Little Tikes, Intex, Keter, Step2. The figures are in the table below the chart.
View monthly share of search table
| Month | Bestway | Little Tikes | Intex | Keter | Step2 | Plum | Gonge | TP Toys |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.4% | 27.4% | 22.3% | 12.3% | 8.2% | 0.83% | 0.89% | 0.59% |
| Nov 2025 | 25.2% | 30.8% | 20.5% | 11.3% | 9.2% | 1.1% | 1% | 0.82% |
| Dec 2025 | 34.7% | 28.5% | 19% | 8.5% | 7% | 0.83% | 0.93% | 0.62% |
| Jan 2026 | 33.7% | 22.5% | 22.5% | 12.4% | 6.8% | 0.78% | 0.74% | 0.74% |
| Feb 2026 | 29.3% | 23.9% | 23.9% | 13.1% | 7.2% | 0.86% | 0.78% | 0.96% |
| Mar 2026 | 27.6% | 22.6% | 22.6% | 15.1% | 8.3% | 1.6% | 0.6% | 1.7% |
| Apr 2026 | 23.6% | 19.3% | 28.7% | 15.7% | 8.6% | 1.9% | 0.41% | 1.7% |
| May 2026 | 29.3% | 16% | 35.8% | 10.7% | 5.9% | 1.1% | 0.28% | 0.96% |
| Jun 2026 | 34.8% | 10.4% | 42.5% | 7% | 3.8% | 0.69% | 0.22% | 0.63% |
| Jul 2026 | 36.3% | 13.3% | 36.3% | 7.3% | 4.9% | 0.79% | 0.29% | 0.8% |
| Aug 2026 | 32.2% | 17.6% | 32.2% | 9.7% | 6.5% | 0.82% | 0.38% | 0.71% |
| Sep 2026 | 28.1% | 28.1% | 18.7% | 12.6% | 10.3% | 1% | 0.61% | 0.61% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 28.1% | 165K | -32.9% | -4.1 points | |
| 2, moved from 3rd to 2nd | 28.1% | 165K | +22.2% | +10.4 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 18.7% | 110K | -55.3% | -13.4 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 12.6% | 74K | 0% | +2.9 points | |
| 5, held 5th | 10.3% | 60.5K | +22.2% | +3.8 points | |
| 6, held 6th | 1% | 5.9K | -6.5% | +0.2 points | |
| 7, moved from 8th to 7th | 0.61% | 3.6K | +24.1% | +0.2 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.61% | 3.6K | -33.3% | -0.1 pointsmoved from 7th to 8th |
1.
Bestway
28.1%
Held 1st. 165K estimated branded searches, -32.9% vs prior month. Share -4.1 points.
28.1%
Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +10.4 points.
3.
Intex18.7%
Moved from 2nd to 3rd. 110K estimated branded searches, -55.3% vs prior month. Share -13.4 points.
4.
Keter12.6%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share +2.9 points.
5.
Step210.3%
Held 5th. 60.5K estimated branded searches, +22.2% vs prior month. Share +3.8 points.
6.Plum
1%
Held 6th. 5.9K estimated branded searches, -6.5% vs prior month. Share +0.2 points.
7.
Gonge0.61%
Moved from 8th to 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.2 points.
8.
TP Toys0.61%
Moved from 7th to 8th. 3.6K estimated branded searches, -33.3% vs prior month. Share -0.1 points.
Compare search popularity between Step2 and its closest rivals
How has branded search demand for Step2 changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Step2 worldwide rose from 40.5K to 60.5K.
- Across the 12 months ending September 2026, Step2’s estimated Share of Search among kids play equipment brands worldwide increased from 8.2% to 10.3%.
- Across the 12 months ending September 2026, Step2’s estimated Share of Search among kids play equipment brands worldwide peaked at 10.3% in September 2026 and was lowest at 3.8% in June 2026.
How did search popularity change for kids play equipment brands worldwide in September 2026?
6 changes
In September 2026, Little Tikes overtook Intex to rank 2nd among kids play equipment brands worldwide, with 28.1% estimated Share of Search.
In September 2026, Step2 gained estimated Share of Search among kids play equipment brands worldwide, from 6.5% to 10.3%.
In September 2026, Keter gained estimated Share of Search among kids play equipment brands worldwide, from 9.7% to 12.6%.
In September 2026, Intex lost estimated Share of Search among kids play equipment brands worldwide, from 32.2% to 18.7%.
In September 2026, Bestway lost estimated Share of Search among kids play equipment brands worldwide, from 32.2% to 28.1%.
In September 2026, Gonge rose from 8th to 7th among kids play equipment brands worldwide.
Where does Step2 compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Kids play equipment brands | 5th of 8 | 10.3% | Shown above |
| Ride on toys | 4th of 6 | 15.3% | Show ranking |
| Sandpits | 2nd of 6 | 23.5% | Show ranking |
How is Step2 measured?
Brandwave collects information about searches that people make online using Step2’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
- step2
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Is Step2 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.