Brandwave

How popular isStep2?

In September 2026, people searched for Step2 by name about 60,500 times worldwide, a 49.4% increase from the previous year. These searches made up 9.1% of all global play kitchen brand searches, placing Step2 fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about play kitchen brands, Step2 appeared in two of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Step2 is the fourth most searched of 6 competitors and the second most recommended in AI answers.

  1. Fisher-PriceShare of searches 37%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Little TikesShare of searches 24.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. Melissa & DougShare of searches 20.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Step2Share of searches 9.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  5. HapeShare of searches 6.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+1 more

Step2 website (opens in a new tab)

Follow Step2 and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top play kitchen brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Step2 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Step2 is the second most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. KidKraft1st
  2. Step22nd
  3. Hape3rd
  4. Melissa & Doug4th
  5. Little Tikes5th
  6. Fisher-Price–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • KidKraft5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Melissa & Doug2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Step22 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hape2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Tikes1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fisher-Price0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about play kitchen brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which play kitchen brands compete with Step2?

Step2 against play kitchen brands worldwide, by month

Share of searches by month for Fisher-Price, Little Tikes, Melissa & Doug, Step2, Hape, KidKraft. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher-PriceLittle TikesMelissa & DougStep2HapeKidKraft
Oct 202543.7%19.6%19.7%5.9%7.2%3.9%
Nov 202544.5%16.3%24.4%4.9%6%4%
Dec 202547%17.2%21.1%4.2%6.3%4.2%
Jan 202648.1%17.6%17.6%5.3%7.9%3.5%
Feb 202640.7%22.3%18.4%6.7%8.2%3.7%
Mar 202639.5%21.7%17.7%7.9%7.9%5.3%
Apr 202640%22%14.8%9.8%8%5.4%
May 202638.5%25.8%14.2%9.5%7.7%4.2%
Jun 202637.3%25%16.8%9.2%7.5%4.1%
Jul 202640.8%22.4%18.3%8.2%6.7%3.7%
Aug 202639.4%21.6%21.7%7.9%6.5%2.9%
Sep 202637%24.8%20.4%9.1%6.1%2.7%

  1. 1.Fisher-Price

    37%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share -2.4 points.

  2. 2.Little Tikes

    24.8%

    Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +3.2 points.

  3. 3.Melissa & Doug

    20.4%

    Moved from 2nd to 3rd. 135K estimated branded searches, +0.07% vs prior month. Share -1.3 points.

  4. 4.Step2

    9.1%

    Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +1.2 points.

  5. 5.Hape

    6.1%

    Held 5th. 40.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.KidKraft

    2.7%

    Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

Compare popularity between Step2 and its closest rivals

Every comparison with Step2

19 comparisons

How has branded search demand for Step2 changed worldwide over the last 12 months?

4 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 share of searches among play kitchen brands worldwide increased from 5.9% to 9.1%.
  • Across the 12 months ending September 2026, Step2’s share of searches among play kitchen brands worldwide peaked at 9.8% in April 2026 and was lowest at 4.2% in December 2025.
  • Across the 12 months ending September 2026, Step2 rose from 5th to 4th among play kitchen brands worldwide.

How did search popularity change for play kitchen brands worldwide in September 2026?

6 changes

  1. In September 2026, Little Tikes overtook Melissa & Doug to rank 2nd among play kitchen brands worldwide, with 24.8% of the searches.

  2. In September 2026, Step2 gained share of searches among play kitchen brands worldwide, from 7.9% to 9.1%.

  3. In September 2026, Fisher-Price lost share of searches among play kitchen brands worldwide, from 39.4% to 37%.

  4. In September 2026, Melissa & Doug lost share of searches among play kitchen brands worldwide, from 21.7% to 20.4%.

  5. Hape’s share of searches among play kitchen brands worldwide has lost ground for 3 months in a row, from 7.5% to 6.1% in September 2026.

  6. KidKraft’s share of searches among play kitchen brands worldwide has lost ground for 3 months in a row, from 4.1% to 2.7% in September 2026.

How are Step2’s branded searches counted?

1 search term

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.

  • step2

Do you work for Step2? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Step2 compete?

Step2 is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Play kitchen brands4th of 69.1%Shown above
Kids play equipment brands5th of 129.4%Show ranking
Ride on toys4th of 615.3%Show ranking
Sandpits2nd of 623.5%Show ranking
Creator with pink hair and a pink jacket

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.

Start free