KidKraft vs Step2:Which is more popular?
In September 2026, Step2 had more branded searches than KidKraft among kids play equipment brands worldwide. Step2 had about 60,500 branded searches, while KidKraft had 18,100. Step2 made up 9.4% of all kids play equipment brand searches we track, and KidKraft accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about kids play equipment brands, KidKraft and Step2 each appeared in three of the five answers. KidKraft and Step2 were each mentioned first in two of the four answers.
Who do people search for more?
Step2, about 3 searches for every 1 for KidKraft
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top kids play equipment brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KidKraft was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Step2 was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. KidKraft and Step2 were each listed first in two of the four 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.
Backyard Discovery5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Lifetime4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Gorilla Playsets4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Step23 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
KidKraft3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bestway0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Intex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Keter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Plum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids play equipment brands
5 answers
Asked ChatGPT
“Which kids play equipment brand should I buy?”
Asked ChatGPT
“What are the best kids play equipment brands?”
Asked ChatGPT
“What's the best kids play equipment brand for a backyard?”
Searched Google, AI Overview
“backyard play equipment”
Searched Google, AI Overview
“best play equipment”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is KidKraft or Step2 more popular in search?
This chart shows how often people search Google for KidKraft and Step2 by name. Each line represents a brand's share of searches for all 12 kids play equipment brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Step2, KidKraft. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bestway | Little Tikes | Intex | Keter | Step2 | Backyard Discovery | KidKraft | Lifetime | Gorilla Playsets | Plum | Gonge | TP Toys |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.2% | 24.2% | 19.7% | 10.8% | 7.3% | 3.2% | 4.9% | 1.9% | 1.8% | 0.73% | 0.79% | 0.52% |
| Nov 2025 | 21.6% | 26.4% | 17.6% | 9.7% | 7.9% | 2.9% | 6.5% | 2.6% | 2.4% | 0.96% | 0.86% | 0.7% |
| Dec 2025 | 30.6% | 25.1% | 16.7% | 7.5% | 6.2% | 2.8% | 6.2% | 1.3% | 1.5% | 0.73% | 0.82% | 0.55% |
| Jan 2026 | 30.3% | 20.2% | 20.2% | 11.1% | 6.1% | 3.3% | 4.1% | 1.3% | 1.5% | 0.7% | 0.66% | 0.66% |
| Feb 2026 | 25.7% | 20.9% | 20.9% | 11.5% | 6.3% | 4.2% | 3.4% | 2.5% | 2.3% | 0.75% | 0.68% | 0.84% |
| Mar 2026 | 22.3% | 18.2% | 18.2% | 12.2% | 6.7% | 6.7% | 4.5% | 4.4% | 3.7% | 1.3% | 0.49% | 1.3% |
| Apr 2026 | 19.6% | 16% | 23.9% | 13.1% | 7.2% | 5.9% | 3.9% | 3.9% | 3.2% | 1.6% | 0.34% | 1.4% |
| May 2026 | 25.7% | 14.1% | 31.4% | 9.4% | 5.2% | 5.2% | 2.3% | 2.3% | 2.3% | 0.99% | 0.25% | 0.85% |
| Jun 2026 | 32.2% | 9.7% | 39.4% | 6.5% | 3.5% | 2.9% | 1.6% | 1.4% | 1.3% | 0.64% | 0.21% | 0.58% |
| Jul 2026 | 33.6% | 12.3% | 33.6% | 6.8% | 4.5% | 3% | 2% | 1.2% | 1.1% | 0.73% | 0.27% | 0.74% |
| Aug 2026 | 29.4% | 16.2% | 29.4% | 8.9% | 5.9% | 3.2% | 2.2% | 1.6% | 1.4% | 0.75% | 0.35% | 0.65% |
| Sep 2026 | 25.5% | 25.5% | 17% | 11.4% | 9.4% | 3.4% | 2.8% | 1.7% | 1.3% | 0.91% | 0.56% | 0.56% |
How has the KidKraft and Step2 comparison changed over the last 12 months?
3 findings
- Step2 was ahead of KidKraft in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KidKraft’s share of searches among kids play equipment brands worldwide moved from 4.9% to 2.8%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
- Across the 12 months ending September 2026, Step2’s share of searches among kids play equipment brands worldwide moved from 7.3% to 9.4%, and its estimated monthly branded searches moved from 40.5K to 60.5K.
How did search popularity change for kids play equipment brands worldwide in September 2026?
2 changes
In September 2026, Step2 gained share of searches among kids play equipment brands worldwide, from 5.9% to 9.4%.
In September 2026, KidKraft gained share of searches among kids play equipment brands worldwide, from 2.2% to 2.8%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using KidKraft’s and Step2’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.
Other head-to-heads among kids play equipment brands
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