Brandwave

Plush toys:Which brands are most popular in search?

In August 2026, Build-A-Bear was the most searched among plush toys worldwide, with an estimated 2.2M branded searches and 97.6% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Build-A-Bear97.6%
  2. Jellycat0.97%
  3. Steiff0.64%
  4. Ty0.53%
  5. Squishmallows0.24%
  6. GUND0.04%

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Share of SearchLeaderboard

Compare the plush toys people search for. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among plush toys worldwide, by month

Share of Search by month for Build-A-Bear. The figures are in the table below the chart.

View monthly share of search table
MonthBuild-A-BearJellycatSteiffTySquishmallowsGUND
Oct 202594.4%1.7%1.4%2.1%0.34%0.08%
Nov 202595.3%1.7%1.4%1.1%0.34%0.08%
Dec 202594%2.5%1.7%1.1%0.51%0.1%
Jan 202693.8%3.1%1.4%1.1%0.42%0.12%
Feb 202695.4%2.1%1.2%0.95%0.28%0.1%
Mar 202695.5%1.7%1.4%0.95%0.28%0.1%
Apr 202695.4%1.7%1.4%1.2%0.23%0.08%
May 202694.6%2.6%1.4%1.1%0.23%0.09%
Jun 202694.5%2.6%1.4%0.94%0.51%0.08%
Jul 202695.3%2.1%1.2%0.95%0.42%0.08%
Aug 202697.6%0.97%0.64%0.53%0.24%0.04%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Build-A-Bear

    97.6%

    Held 1st. 2.2M estimated branded searches, +83.6% vs prior month. Share +2.3 points.

  2. 2.Jellycat

    0.97%

    Held 2nd. 22.2K estimated branded searches, -18.1% vs prior month. Share -1.1 points.

  3. 3.Steiff

    0.64%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Ty

    0.53%

    Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Squishmallows

    0.24%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.GUND

    0.04%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among plush toys worldwide?

In August 2026, Build-A-Bear was the most searched among plush toys worldwide, with an estimated 2.2M branded searches and 97.6% estimated Share of Search within this set. Jellycat is in 2nd place, 96.6 percentage points behind at 0.97% Share of Search.

Global plush toys, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Build-A-Bear94.4% → 97.6%97.6%Aug 202693.8%Jan 20261st
Jellycat1.7% → 0.97%3.1%Jan 20260.97%Aug 20263rd → 2nd
Steiff1.4% → 0.64%1.7%Dec 20250.64%Aug 20264th → 3rd
Ty2.1% → 0.53%2.1%Oct 20250.53%Aug 20262nd → 4th
Squishmallows0.34% → 0.24%0.51%Jun 20260.23%May 20265th
GUND0.08% → 0.04%0.12%Jan 20260.04%Aug 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Build-A-Bear’s estimated Share of Search among plush toys worldwide increased from 94.4% to 97.6%.
  • Across the 11 months ending August 2026, Jellycat’s estimated Share of Search among plush toys worldwide decreased from 1.7% to 0.97%.
  • Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide decreased from 1.4% to 0.64%.
  • Across the 11 months ending August 2026, Ty’s estimated Share of Search among plush toys worldwide decreased from 2.1% to 0.53%.
  • Across the 11 months ending August 2026, Build-A-Bear’s estimated Share of Search among plush toys worldwide peaked at 97.6% in August 2026 and was lowest at 93.8% in January 2026.
  • Across the 11 months ending August 2026, Jellycat’s estimated Share of Search among plush toys worldwide peaked at 3.1% in January 2026 and was lowest at 0.97% in August 2026.
  • Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide peaked at 1.7% in December 2025 and was lowest at 0.64% in August 2026.
  • Across the 11 months ending August 2026, Jellycat rose from 3rd to 2nd among plush toys worldwide.
  • Across the 11 months ending August 2026, Steiff rose from 4th to 3rd among plush toys worldwide.
  • Across the 11 months ending August 2026, Ty fell from 2nd to 4th among plush toys worldwide.
  • Across the 11 months ending August 2026, Squishmallows and GUND held steady: their estimated Share of Search among plush toys worldwide each moved less than 0.5 percentage points.

How did search popularity change for plush toys worldwide in August 2026?

  1. In August 2026, Build-A-Bear gained estimated Share of Search among plush toys worldwide, from 95.3% to 97.6%.

  2. In August 2026, Jellycat lost estimated Share of Search among plush toys worldwide, from 2.1% to 0.97%.

  3. In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%.

  4. Estimated monthly branded searches for Squishmallows worldwide rose 22.7% over 11 measured months, from 4.4K to 5.4K in August 2026.

  5. Estimated monthly branded searches for Ty worldwide fell 55.4% over 11 measured months, from 27.1K to 12.1K in August 2026.

How the Brand Demand Index is measured

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