Tula vs WildBird:Which is more popular?
In September 2026, Tula had more branded searches than WildBird among baby carrier brands worldwide. Tula had about 246,000 branded searches, while WildBird had 40,500. Tula made up 37.3% of all baby carrier brand searches we track, and WildBird accounted for 6.1%. When we asked ChatGPT and Google AI Overviews about baby carrier brands, Tula and WildBird each appeared in three of the five answers. Tula was mentioned before WildBird in three out of five answers.
Who do people search for more?
Tula, about 6 searches for every 1 for WildBird
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Tula, named ahead of WildBird in 3 of 5 answers
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Top baby carrier brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tula was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. WildBird was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Tula was listed before WildBird in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Ergobaby5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Tula3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
BabyBjörn3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
WildBird3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Konny0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Manduca0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about baby carrier brands
5 answers
Asked ChatGPT
“Which baby carrier brand should I buy?”
Asked ChatGPT
“What are the best baby carrier brands?”
Asked ChatGPT
“What's the best baby carrier brand for all day hands free?”
Searched Google, AI Overview
“best baby carrier”
Searched Google, AI Overview
“baby carrier brands”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
Is Tula or WildBird more popular in search?
This chart shows how often people search Google for Tula and WildBird by name. Each line represents a brand's share of searches for all six baby carrier brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Tula, WildBird. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tula | Ergobaby | BabyBjörn | WildBird | Konny | Manduca |
|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 37% | 14.8% | 5.4% | 5.4% | 4.4% |
| Nov 2025 | 32.1% | 36.1% | 14.5% | 6.5% | 6.5% | 4.3% |
| Dec 2025 | 38.1% | 32.5% | 14% | 5.1% | 5.1% | 5.1% |
| Jan 2026 | 32.6% | 37.4% | 14.7% | 6.6% | 4.4% | 4.4% |
| Feb 2026 | 34.3% | 37.8% | 12.6% | 6.9% | 4.6% | 3.8% |
| Mar 2026 | 32% | 37.6% | 11.8% | 7.9% | 6.4% | 4.3% |
| Apr 2026 | 31.4% | 39.9% | 11.6% | 7.7% | 5.2% | 4.2% |
| May 2026 | 29.8% | 38% | 11% | 7.3% | 9% | 4.9% |
| Jun 2026 | 33.3% | 37.7% | 12.3% | 6.7% | 4.5% | 5.5% |
| Jul 2026 | 36.9% | 37% | 11.1% | 6.1% | 4.1% | 5% |
| Aug 2026 | 31.4% | 39.9% | 11.6% | 7.7% | 4.2% | 5.2% |
| Sep 2026 | 37.3% | 35.2% | 11.2% | 6.1% | 5% | 5% |
How has the Tula and WildBird comparison changed over the last 12 months?
3 findings
- Tula was ahead of WildBird in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Tula’s share of searches among baby carrier brands worldwide moved from 32.9% to 37.3%, and its estimated monthly branded searches moved from 201K to 246K.
- Across the 12 months ending September 2026, WildBird’s share of searches among baby carrier brands worldwide moved from 5.4% to 6.1%, and its estimated monthly branded searches moved from 33.1K to 40.5K.
How did search popularity change for baby carrier brands worldwide in September 2026?
2 changes
In September 2026, Tula overtook Ergobaby to become the leader among baby carrier brands worldwide, with 37.3% of the searches.
In September 2026, WildBird lost share of searches among baby carrier brands worldwide, from 7.7% to 6.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Tula’s and WildBird’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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