Kids clothing brands:Which are most popular?
In September 2026, Carter's was the most searched kids clothing brand worldwide, accounting for 61.8% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Old Navy showed up in every answer. Carter's was recommended most often, coming first in one out of four responses that gave a list.
Carter'sShare of searches 61.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
Petit BateauShare of searches 10.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Janie and JackShare of searches 6.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
Gap KidsShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
Hanna AnderssonShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top kids clothing brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Old Navy appeared every time. Carter's was recommended most often, coming first in one out of four answers that gave a list. Old Navy was second, and Hanna Andersson was third. Petit Bateau, which ranked second in searches, was not mentioned at all.
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.
Old Navy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Carter's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hanna Andersson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cat & Jack3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Gap Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Primary2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Janie and Jack1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Mini Boden1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tea Collection1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Petit Bateau0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
JoJo Maman Bébé0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- OshKosh B’gosh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Polarn O. Pyret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Frugi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids clothing brands
5 answers
Asked ChatGPT
“Which kids clothing brand should I buy?”
Asked ChatGPT
“What are the best kids clothing brands?”
Asked ChatGPT
“What's the best kids clothing brand for clothes that last?”
Searched Google, AI Overview
“kids clothes”
Searched Google, AI Overview
“toddler clothes”
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 22, 2026.
Which kids clothing brands do people search for most?
This chart shows how often people search Google for each kids clothing brand by name. Each line represents a brand's share of searches for all 15 kids clothing brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Carter's, Petit Bateau, Janie and Jack, Gap Kids, Hanna Andersson, JoJo Maman Bébé, Mini Boden, OshKosh B’gosh. The figures are in the table below the chart.
View monthly share of searches table
| Month | Carter's | Petit Bateau | Janie and Jack | Gap Kids | Hanna Andersson | JoJo Maman Bébé | Mini Boden | OshKosh B’gosh | Polarn O. Pyret | Cat & Jack | Frugi | Old Navy | Tea Collection | Patagonia | Primary |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.1% | 9.5% | 6.4% | 5.2% | 7.8% | 3.6% | 2.3% | 1.6% | 1.9% | 0.86% | 0.86% | 0.57% | 0.47% | 0.57% | 0.3% |
| Nov 2025 | 57.5% | 9.4% | 7.7% | 5.2% | 7.7% | 3.3% | 2.3% | 1.6% | 1.9% | 0.85% | 0.85% | 0.46% | 0.57% | 0.46% | 0.24% |
| Dec 2025 | 59.9% | 8% | 6.6% | 5.4% | 6.6% | 3.4% | 2% | 2% | 2% | 0.89% | 1.1% | 0.49% | 0.49% | 0.49% | 0.76% |
| Jan 2026 | 55.1% | 16.5% | 6% | 4.1% | 4.9% | 3.9% | 2.7% | 1.5% | 1.8% | 0.81% | 1.2% | 0.36% | 0.44% | 0.36% | 0.28% |
| Feb 2026 | 61.7% | 10.1% | 6.8% | 4.5% | 4.5% | 3% | 2.5% | 1.7% | 1.7% | 0.91% | 0.91% | 0.41% | 0.61% | 0.33% | 0.31% |
| Mar 2026 | 55.6% | 11.2% | 9.1% | 5% | 5% | 3.4% | 2.7% | 1.8% | 2.2% | 1% | 1% | 0.55% | 0.67% | 0.3% | 0.34% |
| Apr 2026 | 60.4% | 12.1% | 6.6% | 3.6% | 4.4% | 3% | 2.4% | 2% | 1.6% | 0.89% | 1.1% | 0.49% | 0.6% | 0.27% | 0.29% |
| May 2026 | 58.2% | 14.3% | 6.4% | 3.5% | 5.2% | 3.1% | 2.4% | 1.9% | 1.6% | 0.86% | 0.86% | 0.47% | 0.7% | 0.26% | 0.28% |
| Jun 2026 | 55.4% | 16.7% | 6.1% | 4.1% | 5% | 3.6% | 2.2% | 1.8% | 1.5% | 1% | 1% | 0.45% | 0.55% | 0.25% | 0.4% |
| Jul 2026 | 53.2% | 16% | 7.2% | 4.8% | 4.8% | 3.4% | 2.2% | 2.2% | 1.8% | 1.4% | 1.2% | 0.65% | 0.65% | 0.29% | 0.32% |
| Aug 2026 | 56.3% | 11.3% | 6.2% | 6.2% | 5.1% | 3.6% | 2.8% | 2.3% | 2.3% | 1.2% | 0.83% | 0.68% | 0.68% | 0.37% | 0.28% |
| Sep 2026 | 61.8% | 10.1% | 6.8% | 4.5% | 4.5% | 2.5% | 2.5% | 2% | 1.7% | 0.91% | 0.91% | 0.5% | 0.5% | 0.41% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.8% | 2.7M | +22.3% | +5.5 points | |
| 2, held 2nd | 10.1% | 450K | 0% | -1.2 points | |
| 3, moved from 4th to 3rd | 6.8% | 301K | +22.4% | +0.6 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 4.5% | 201K | -18.3% | -1.7 pointsmoved from 3rd to 4th | |
| 5, held 5th | 4.5% | 201K | 0% | -0.5 points | |
| 6, held 6th | 2.5% | 113K | -21.2% | -1.1 points | |
| 7, held 7th | 2.5% | 110K | 0% | -0.3 points | |
| 8, held 8th | 2% | 90.5K | 0% | -0.2 points | |
| 9, held 9th | 1.7% | 74K | -18.2% | -0.6 points | |
| 10, held 10th | 0.91% | 40.5K | -18.2% | -0.3 points | |
| 11, held 11th | 0.91% | 40.5K | +22.4% | +0.1 points | |
| 12, held 12th | 0.5% | 22.2K | -18.1% | -0.2 points | |
| 13, held 13th | 0.5% | 22.2K | -18.1% | -0.2 points | |
| 14, held 14th | 0.41% | 18.1K | +22.3% | 0 points | |
| 15, held 15th | 0.3% | 13.4K | +19.6% | 0 points |
1.
Carter's61.8%
Held 1st. 2.7M estimated branded searches, +22.3% vs prior month. Share +5.5 points.
10.1%
Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -1.2 points.
6.8%
Moved from 4th to 3rd. 301K estimated branded searches, +22.4% vs prior month. Share +0.6 points.
4.
Gap Kids4.5%
Moved from 3rd to 4th. 201K estimated branded searches, -18.3% vs prior month. Share -1.7 points.
4.5%
Held 5th. 201K estimated branded searches, 0% vs prior month. Share -0.5 points.
2.5%
Held 6th. 113K estimated branded searches, -21.2% vs prior month. Share -1.1 points.
2.5%
Held 7th. 110K estimated branded searches, 0% vs prior month. Share -0.3 points.
2%
Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
1.7%
Held 9th. 74K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
10.
Cat & Jack0.91%
Held 10th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
11.Frugi
0.91%
Held 11th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.1 points.
12.
Old Navy0.5%
Held 12th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.
0.5%
Held 13th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.2 points.
14.
Patagonia0.41%
Held 14th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.
15.
Primary0.3%
Held 15th. 13.4K estimated branded searches, +19.6% vs prior month. Share 0 points.
Which brand is most popular in search among kids clothing brands worldwide?
15 brands
In September 2026, Carter's was the most searched among kids clothing brands worldwide, with an estimated 2.7M branded searches, 61.8% of all searches for the 15 we track. Petit Bateau is in 2nd place, 51.6 percentage points behind at 10.1%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Carter's | 58.1% → 61.8% | 61.8%Sep 2026 | 53.2%Jul 2026 | 1st |
| Petit Bateau | 9.5% → 10.1% | 16.7%Jun 2026 | 8%Dec 2025 | 2nd |
| Janie and Jack | 6.4% → 6.8% | 9.1%Mar 2026 | 6%Jan 2026 | 4th → 3rd |
| Gap Kids | 5.2% → 4.5% | 6.2%Aug 2026 | 3.5%May 2026 | 5th → 4th |
| Hanna Andersson | 7.8% → 4.5% | 7.8%Oct 2025 | 4.4%Apr 2026 | 3rd → 5th |
| JoJo Maman Bébé | 3.6% → 2.5% | 3.9%Jan 2026 | 2.5%Sep 2026 | 6th |
| Mini Boden | 2.3% → 2.5% | 2.8%Aug 2026 | 2%Dec 2025 | 7th |
| OshKosh B’gosh | 1.6% → 2% | 2.3%Aug 2026 | 1.5%Jan 2026 | 9th → 8th |
| Polarn O. Pyret | 1.9% → 1.7% | 2.3%Aug 2026 | 1.5%Jun 2026 | 8th → 9th |
| Cat & Jack | 0.86% → 0.91% | 1.4%Jul 2026 | 0.81%Jan 2026 | 10th |
| Frugi | 0.86% → 0.91% | 1.2%Jan 2026 | 0.83%Aug 2026 | 11th |
| Old Navy | 0.57% → 0.5% | 0.68%Aug 2026 | 0.36%Jan 2026 | 12th |
| Tea Collection | 0.47% → 0.5% | 0.7%May 2026 | 0.44%Jan 2026 | 14th → 13th |
| Patagonia | 0.57% → 0.41% | 0.57%Oct 2025 | 0.25%Jun 2026 | 13th → 14th |
| Primary | 0.3% | 0.76%Dec 2025 | 0.24%Nov 2025 | 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, Carter's’ share of searches among kids clothing brands worldwide increased from 58.1% to 61.8%.
- Across the 12 months ending September 2026, Petit Bateau’s share of searches among kids clothing brands worldwide increased from 9.5% to 10.1%.
- Across the 12 months ending September 2026, Gap Kids’ share of searches among kids clothing brands worldwide decreased from 5.2% to 4.5%.
- Across the 12 months ending September 2026, Hanna Andersson’s share of searches among kids clothing brands worldwide decreased from 7.8% to 4.5%.
- Across the 12 months ending September 2026, JoJo Maman Bébé’s share of searches among kids clothing brands worldwide decreased from 3.6% to 2.5%.
- Across the 12 months ending September 2026, Carter's’ share of searches among kids clothing brands worldwide peaked at 61.8% in September 2026 and was lowest at 53.2% in July 2026.
- Across the 12 months ending September 2026, Petit Bateau’s share of searches among kids clothing brands worldwide peaked at 16.7% in June 2026 and was lowest at 8% in December 2025.
- Across the 12 months ending September 2026, Janie and Jack’s share of searches among kids clothing brands worldwide peaked at 9.1% in March 2026 and was lowest at 6% in January 2026.
- Across the 12 months ending September 2026, Gap Kids’ share of searches among kids clothing brands worldwide peaked at 6.2% in August 2026 and was lowest at 3.5% in May 2026.
- Across the 12 months ending September 2026, Hanna Andersson’s share of searches among kids clothing brands worldwide peaked at 7.8% in October 2025 and was lowest at 4.4% in April 2026.
- Across the 12 months ending September 2026, JoJo Maman Bébé’s share of searches among kids clothing brands worldwide peaked at 3.9% in January 2026 and was lowest at 2.5% in September 2026.
- Across the 12 months ending September 2026, Janie and Jack rose from 4th to 3rd among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Gap Kids rose from 5th to 4th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Hanna Andersson fell from 3rd to 5th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, OshKosh B’gosh rose from 9th to 8th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Polarn O. Pyret fell from 8th to 9th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Tea Collection rose from 14th to 13th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Patagonia fell from 13th to 14th among kids clothing brands worldwide.
- Across the 12 months ending September 2026, Mini Boden, Cat & Jack, Frugi, Old Navy and Primary held steady: their share of searches among kids clothing brands worldwide each moved less than 0.5 percentage points.
How did search popularity change for kids clothing brands worldwide in September 2026?
8 changes
In September 2026, Janie and Jack overtook Gap Kids to rank 3rd among kids clothing brands worldwide, with 6.8% of the searches.
In September 2026, Carter's gained share of searches among kids clothing brands worldwide, from 56.3% to 61.8%.
In September 2026, Gap Kids lost share of searches among kids clothing brands worldwide, from 6.2% to 4.5%.
In September 2026, Petit Bateau lost share of searches among kids clothing brands worldwide, from 11.3% to 10.1%.
In September 2026, JoJo Maman Bébé lost share of searches among kids clothing brands worldwide, from 3.6% to 2.5%.
In September 2026, Polarn O. Pyret lost share of searches among kids clothing brands worldwide, from 2.3% to 1.7%.
In September 2026, Hanna Andersson lost share of searches among kids clothing brands worldwide, from 5.1% to 4.5%.
Estimated monthly branded searches for OshKosh B’gosh worldwide rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.
Compare popularity between leading brands
- Carter's vs Petit Bateau: compare popularity
- Carter's vs Janie and Jack: compare popularity
- Carter's vs Gap Kids: compare popularity
- Carter's vs Hanna Andersson: compare popularity
- Petit Bateau vs Janie and Jack: compare popularity
- Petit Bateau vs Gap Kids: compare popularity
- Petit Bateau vs Hanna Andersson: compare popularity
- Janie and Jack vs Gap Kids: compare popularity
- Janie and Jack vs Hanna Andersson: compare popularity
- Gap Kids vs Hanna Andersson: compare popularity
- Compare any of these brands
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