--- title: "Plush toys: Which brands are most popular in search?" description: "Compare the plush toys people search for. Share of Search among Build-A-Bear, Jellycat, Steiff, Ty, Squishmallows and GUND, the plush toys Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/plush-toys" publisher: "Brandwave" --- # Plush toys: Which brands are most popular in search? Compare the plush toys people search for. Share of Search among Build-A-Bear, Jellycat, Steiff, Ty, Squishmallows and GUND, the plush toys Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Plush toys - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Build-A-Bear, 97.6% ## 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. - 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? - In August 2026, Build-A-Bear gained estimated Share of Search among plush toys worldwide, from 95.3% to 97.6%. - In August 2026, Jellycat lost estimated Share of Search among plush toys worldwide, from 2.1% to 0.97%. - In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%. - Estimated monthly branded searches for Squishmallows worldwide rose 22.7% over 11 measured months, from 4.4K to 5.4K in August 2026. - Estimated monthly branded searches for Ty worldwide fell 55.4% over 11 measured months, from 27.1K to 12.1K in August 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Build-A-Bear | 97.6% | 2.2M | +83.6% | Build-A-Bear | | 2 | Jellycat | 0.97% | 22.2K | -18.1% | Jellycat | | 3 | Steiff | 0.64% | 14.8K | 0.0% | Steiff | | 4 | Ty | 0.53% | 12.1K | 0.0% | Ty | | 5 | Squishmallows | 0.24% | 5.4K | 0.0% | Squishmallows | | 6 | GUND | 0.04% | 1K | 0.0% | GUND | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Build-A-Bear | 1.2M | 94.4% | 1 | | Oct 2025 | Ty | 27.1K | 2.1% | 2 | | Oct 2025 | Jellycat | 22.2K | 1.7% | 3 | | Oct 2025 | Steiff | 18.1K | 1.4% | 4 | | Oct 2025 | Squishmallows | 4.4K | 0.34% | 5 | | Oct 2025 | GUND | 1K | 0.08% | 6 | | Nov 2025 | Build-A-Bear | 1.5M | 95.3% | 1 | | Nov 2025 | Jellycat | 27.1K | 1.7% | 2 | | Nov 2025 | Steiff | 22.2K | 1.4% | 3 | | Nov 2025 | Ty | 18.1K | 1.1% | 4 | | Nov 2025 | Squishmallows | 5.4K | 0.34% | 5 | | Nov 2025 | GUND | 1.3K | 0.08% | 6 | | Dec 2025 | Build-A-Bear | 1.5M | 94% | 1 | | Dec 2025 | Jellycat | 40.5K | 2.5% | 2 | | Dec 2025 | Steiff | 27.1K | 1.7% | 3 | | Dec 2025 | Ty | 18.1K | 1.1% | 4 | | Dec 2025 | Squishmallows | 8.1K | 0.51% | 5 | | Dec 2025 | GUND | 1.6K | 0.1% | 6 | | Jan 2026 | Build-A-Bear | 1.2M | 93.8% | 1 | | Jan 2026 | Jellycat | 40.5K | 3.1% | 2 | | Jan 2026 | Steiff | 18.1K | 1.4% | 3 | | Jan 2026 | Ty | 14.8K | 1.1% | 4 | | Jan 2026 | Squishmallows | 5.4K | 0.42% | 5 | | Jan 2026 | GUND | 1.6K | 0.12% | 6 | | Feb 2026 | Build-A-Bear | 1.2M | 95.4% | 1 | | Feb 2026 | Jellycat | 27.1K | 2.1% | 2 | | Feb 2026 | Steiff | 14.8K | 1.2% | 3 | | Feb 2026 | Ty | 12.1K | 0.95% | 4 | | Feb 2026 | Squishmallows | 3.6K | 0.28% | 5 | | Feb 2026 | GUND | 1.3K | 0.1% | 6 | | Mar 2026 | Build-A-Bear | 1.2M | 95.5% | 1 | | Mar 2026 | Jellycat | 22.2K | 1.7% | 2 | | Mar 2026 | Steiff | 18.1K | 1.4% | 3 | | Mar 2026 | Ty | 12.1K | 0.95% | 4 | | Mar 2026 | Squishmallows | 3.6K | 0.28% | 5 | | Mar 2026 | GUND | 1.3K | 0.1% | 6 | | Apr 2026 | Build-A-Bear | 1M | 95.4% | 1 | | Apr 2026 | Jellycat | 18.1K | 1.7% | 2 | | Apr 2026 | Steiff | 14.8K | 1.4% | 3 | | Apr 2026 | Ty | 12.1K | 1.2% | 4 | | Apr 2026 | Squishmallows | 2.4K | 0.23% | 5 | | Apr 2026 | GUND | 880 | 0.08% | 6 | | May 2026 | Build-A-Bear | 1M | 94.6% | 1 | | May 2026 | Jellycat | 27.1K | 2.6% | 2 | | May 2026 | Steiff | 14.8K | 1.4% | 3 | | May 2026 | Ty | 12.1K | 1.1% | 4 | | May 2026 | Squishmallows | 2.4K | 0.23% | 5 | | May 2026 | GUND | 1K | 0.09% | 6 | | Jun 2026 | Build-A-Bear | 1M | 94.5% | 1 | | Jun 2026 | Jellycat | 27.1K | 2.6% | 2 | | Jun 2026 | Steiff | 14.8K | 1.4% | 3 | | Jun 2026 | Ty | 9.9K | 0.94% | 4 | | Jun 2026 | Squishmallows | 5.4K | 0.51% | 5 | | Jun 2026 | GUND | 880 | 0.08% | 6 | | Jul 2026 | Build-A-Bear | 1.2M | 95.3% | 1 | | Jul 2026 | Jellycat | 27.1K | 2.1% | 2 | | Jul 2026 | Steiff | 14.8K | 1.2% | 3 | | Jul 2026 | Ty | 12.1K | 0.95% | 4 | | Jul 2026 | Squishmallows | 5.4K | 0.42% | 5 | | Jul 2026 | GUND | 1K | 0.08% | 6 | | Aug 2026 | Build-A-Bear | 2.2M | 97.6% | 1 | | Aug 2026 | Jellycat | 22.2K | 0.97% | 2 | | Aug 2026 | Steiff | 14.8K | 0.64% | 3 | | Aug 2026 | Ty | 12.1K | 0.53% | 4 | | Aug 2026 | Squishmallows | 5.4K | 0.24% | 5 | | Aug 2026 | GUND | 1K | 0.04% | 6 | | Sep 2026 | Build-A-Bear | — | — | — | | Sep 2026 | GUND | — | — | — | | Sep 2026 | Jellycat | — | — | — | | Sep 2026 | Squishmallows | — | — | — | | Sep 2026 | Steiff | — | — | — | | Sep 2026 | Ty | — | — | — | ## What is being compared - **Build-A-Bear**: Measured on the search term “build a bear”. - **GUND**: Measured on the search term “gund plush”. - **Jellycat**: Measured on the search term “jellycat plush”. - **Squishmallows**: Measured on the search term “squishmallows plush”. - **Steiff**: Measured on the search term “steiff teddy”. - **Ty**: Measured on the search terms “ty beanie babies” and “ty toys”, summed into one figure. - [Build-A-Bear](/demand/global-en/brands/build-a-bear) - [GUND](/demand/global-en/brands/gund) - [Jellycat](/demand/global-en/brands/jellycat) - [Squishmallows](/demand/global-en/brands/squishmallows) - [Steiff](/demand/global-en/brands/steiff) - [Ty](/demand/global-en/brands/ty-toys) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Plush toys: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/plush-toys This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/plush-toys. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.