Build-A-Bear vs Steiff:Which is more popular by branded search?

Name: Build-A-Bear vs Steiff: Which is more popular by branded search?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, Build-A-Bear had more branded searches than Steiff among plush toys worldwide. Build-A-Bear was estimated to have 2.2M branded searches compared to Steiff’s 14.8K, and held a 97.6% Share of Search versus Steiff’s 0.64%. These are worldwide searches for English-language branded terms.

Share of Search among plush toys worldwide in August 2026Which is more popular in search, Build-A-Bear or Steiff?

Build-A-Bear97.6%2.2M searches

vs

Steiff0.64%14.8K searches

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Which is more popular in search, Build-A-Bear or Steiff?

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.

View monthly share of search table

Month	Build-A-Bear	Jellycat	Steiff	Ty	Squishmallows	GUND
Oct 2025	94.4%	1.7%	1.4%	2.1%	0.34%	0.08%
Nov 2025	95.3%	1.7%	1.4%	1.1%	0.34%	0.08%
Dec 2025	94%	2.5%	1.7%	1.1%	0.51%	0.1%
Jan 2026	93.8%	3.1%	1.4%	1.1%	0.42%	0.12%
Feb 2026	95.4%	2.1%	1.2%	0.95%	0.28%	0.1%
Mar 2026	95.5%	1.7%	1.4%	0.95%	0.28%	0.1%
Apr 2026	95.4%	1.7%	1.4%	1.2%	0.23%	0.08%
May 2026	94.6%	2.6%	1.4%	1.1%	0.23%	0.09%
Jun 2026	94.5%	2.6%	1.4%	0.94%	0.51%	0.08%
Jul 2026	95.3%	2.1%	1.2%	0.95%	0.42%	0.08%
Aug 2026	97.6%	0.97%	0.64%	0.53%	0.24%	0.04%
Sep 2026	—	—	—	—	—	—

How has the Build-A-Bear and Steiff comparison changed over the last 12 months?

3 findings

Build-A-Bear was ahead of Steiff in every measured month of the 11 months ending August 2026.
Across the 11 months ending August 2026, Build-A-Bear’s estimated Share of Search among plush toys worldwide moved from 94.4% to 97.6%, and its estimated monthly branded searches moved from 1.2M to 2.2M.
Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide moved from 1.4% to 0.64%, and its estimated monthly branded searches moved from 18.1K to 14.8K.

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

2 changes

In August 2026, Build-A-Bear gained estimated Share of Search among plush toys worldwide, from 95.3% to 97.6%.
In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%.

How each brand is measured

Brandwave collects information about searches that people make online using Build-A-Bear’s and Steiff’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.