How popular isStep2 in search?
In August 2026, there were an estimated 49.5K branded searches for Step2 worldwide which is up 22.2% over the last 11 months. Step2 holds 24.9% estimated Share of Search among sandpits worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Little Tikes67.9%
Step224.9%
TP Toys2.7%- Chad Valley2.2%
- Plum2.2%
- KidKraft—
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Which sandpits compete with Step2?
Share of Search by month for Little Tikes, Step2, TP Toys, Chad Valley, Plum. The figures are in the table below the chart.
View monthly share of search table
| Month | Little Tikes | Step2 | TP Toys | Chad Valley | Plum | KidKraft |
|---|---|---|---|---|---|---|
| Oct 2025 | 72.7% | 21.8% | 1.6% | 2.4% | 1.6% | — |
| Nov 2025 | 71.8% | 21.5% | 1.9% | 2.9% | 1.9% | — |
| Dec 2025 | 75.2% | 18.5% | 1.6% | 3% | 1.6% | — |
| Jan 2026 | 71.8% | 21.6% | 2.3% | 2.3% | 1.9% | — |
| Feb 2026 | 71.4% | 21.5% | 2.9% | 2.3% | 1.9% | — |
| Mar 2026 | 66% | 24.2% | 4.8% | 1.8% | 3.2% | — |
| Apr 2026 | 60.8% | 27.3% | 5.5% | 2% | 4.5% | — |
| May 2026 | 66.6% | 24.4% | 4% | 1.8% | 3.3% | — |
| Jun 2026 | 66.6% | 24.4% | 4% | 1.8% | 3.3% | — |
| Jul 2026 | 66.3% | 24.3% | 4% | 2.2% | 3.2% | — |
| Aug 2026 | 67.9% | 24.9% | 2.7% | 2.2% | 2.2% | — |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.9% | 135K | 0% | +1.6 points | |
| 2, held 2nd | 24.9% | 49.5K | 0% | +0.6 points | |
| 3, held 3rd | 2.7% | 5.4K | -33.3% | -1.3 points | |
| 4, moved from 5th to 4th | 2.2% | 4.4K | 0% | +0.1 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 2.2% | 4.4K | -33.3% | -1 pointsmoved from 4th to 5th | |
| —, not measured this month | — | — | — | — |
67.9%
Held 1st. 135K estimated branded searches, 0% vs prior month. Share +1.6 points.
2.
Step224.9%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
3.
TP Toys2.7%
Held 3rd. 5.4K estimated branded searches, -33.3% vs prior month. Share -1.3 points.
2.2%
Moved from 5th to 4th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.Plum
2.2%
Moved from 4th to 5th. 4.4K estimated branded searches, -33.3% vs prior month. Share -1 points.
—.KidKraft
—
Not measured this month. — estimated branded searches, — vs prior month. Share —.
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 11 months ending August 2026, estimated monthly branded searches for Step2 worldwide rose from 40.5K to 49.5K.
- Across the 11 months ending August 2026, Step2’s estimated Share of Search among sandpits worldwide increased from 21.8% to 24.9%.
- Across the 11 months ending August 2026, Step2’s estimated Share of Search among sandpits worldwide peaked at 27.3% in April 2026 and was lowest at 18.5% in December 2025.
How did search popularity change for sandpits worldwide in August 2026?
5 changes
In August 2026, Little Tikes gained estimated Share of Search among sandpits worldwide, from 66.3% to 67.9%.
In August 2026, Step2 gained estimated Share of Search among sandpits worldwide, from 24.3% to 24.9%.
In August 2026, TP Toys lost estimated Share of Search among sandpits worldwide, from 4% to 2.7%.
In August 2026, Plum lost estimated Share of Search among sandpits worldwide, from 3.2% to 2.2%.
In August 2026, Chad Valley rose from 5th to 4th among sandpits worldwide.
Where does Step2 compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Ride on toys | 4th of 6 | 15% | Show ranking |
| Sandpits | 2nd of 6 | 24.9% | Shown above |
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.