KidKraft vs Step2:Which is searched more?
In September 2026, Step2 had more branded searches than KidKraft among sandpits worldwide. Step2 was estimated to have 60.5K branded searches compared to KidKraft’s 18.1K, and held a 23.5% Share of Search versus KidKraft’s 7%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, KidKraft or Step2?
Compare the sandpits people buy. 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 by month for Step2, KidKraft. The figures are in the table below the chart.
View monthly share of search table
| Month | Little Tikes | Step2 | KidKraft | Plum | Chad Valley | TP Toys |
|---|---|---|---|---|---|---|
| Oct 2025 | 63.1% | 18.9% | 12.7% | 1.9% | 2.1% | 1.4% |
| Nov 2025 | 60.7% | 18.2% | 14.9% | 2.2% | 2.4% | 1.6% |
| Dec 2025 | 63.2% | 15.5% | 15.5% | 1.8% | 2.5% | 1.4% |
| Jan 2026 | 62.4% | 18.8% | 12.6% | 2.2% | 2% | 2% |
| Feb 2026 | 63.5% | 19.1% | 10.5% | 2.3% | 2.1% | 2.5% |
| Mar 2026 | 56.1% | 20.6% | 13.8% | 3.9% | 1.5% | 4.1% |
| Apr 2026 | 52.2% | 23.4% | 12.8% | 5.2% | 1.7% | 4.7% |
| May 2026 | 59.2% | 21.7% | 9.7% | 4.2% | 1.6% | 3.6% |
| Jun 2026 | 59.4% | 21.8% | 9.8% | 3.9% | 1.6% | 3.6% |
| Jul 2026 | 59.4% | 21.8% | 9.8% | 3.5% | 1.9% | 3.6% |
| Aug 2026 | 61.7% | 22.6% | 8.3% | 2.9% | 2% | 2.5% |
| Sep 2026 | 64.1% | 23.5% | 7% | 2.3% | 1.7% | 1.4% |
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 estimated Share of Search among sandpits worldwide moved from 12.7% to 7%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
- Across the 12 months ending September 2026, Step2’s estimated Share of Search among sandpits worldwide moved from 18.9% to 23.5%, and its estimated monthly branded searches moved from 40.5K to 60.5K.
Other head-to-heads among sandpits
How each brand is measured
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.
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