Brandwave

Carter's vs OshKosh B’gosh:Which is more popular?

In September 2026, Carter's had more branded searches than OshKosh B’gosh among kids clothing brands worldwide. Carter's had about 2.7 million branded searches, while OshKosh B’gosh had 90,500. Carter's made up 61.8% of all kids clothing brand searches we track, and OshKosh B’gosh accounted for 2%. When we asked ChatGPT and Google AI Overviews about kids clothing brands, Carter's appeared in three of the five answers and OshKosh B’gosh in none.

Among kids clothing brands worldwide in September 2026

Who do people search for more?

Carter's, about 30 searches for every 1 for OshKosh B’gosh

Carter's 2.7M searchesOshKosh B’gosh 90.5K searches

Who does AI mention more?

Carter's, mentioned in 3 of 5 answers, OshKosh B’gosh in 0

Carter's in 3 of 5OshKosh B’gosh in 0 of 5

Who does AI recommend more?

Carter's, the only one of the two named

Carter's first in 3OshKosh B’gosh never named

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Top kids clothing brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Carter's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. OshKosh B’gosh did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Carter's1st
  2. Old Navy2nd
  3. Hanna Andersson3rd
  4. Primary4th
  5. Cat & Jack5th
  6. Patagonia6th
  7. Gap Kids7th
  8. Tea Collection8th
  9. Mini Boden9th
  10. +3 more
  11. OshKosh B’gosh–
  12. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Old Navy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Carter's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanna Andersson3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cat & Jack3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gap Kids2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Patagonia2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Primary2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Janie and Jack1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mini Boden1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OshKosh B’gosh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about kids clothing brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.

Is Carter's or OshKosh B’gosh more popular in search?

This chart shows how often people search Google for Carter's and OshKosh B’gosh by name. Each line represents a brand's share of searches for all 15 kids clothing brands we track, month by month, from English-language searches worldwide.

Carter's and OshKosh B’gosh among kids clothing brands worldwide, by month

Share of searches by month for Carter's, OshKosh B’gosh. The figures are in the table below the chart.

View monthly share of searches table
MonthCarter'sPetit BateauJanie and JackGap KidsHanna AnderssonJoJo Maman BébéMini BodenOshKosh B’goshPolarn O. PyretCat & JackFrugiOld NavyTea CollectionPatagoniaPrimary
Oct 202558.1%9.5%6.4%5.2%7.8%3.6%2.3%1.6%1.9%0.86%0.86%0.57%0.47%0.57%0.3%
Nov 202557.5%9.4%7.7%5.2%7.7%3.3%2.3%1.6%1.9%0.85%0.85%0.46%0.57%0.46%0.24%
Dec 202559.9%8%6.6%5.4%6.6%3.4%2%2%2%0.89%1.1%0.49%0.49%0.49%0.76%
Jan 202655.1%16.5%6%4.1%4.9%3.9%2.7%1.5%1.8%0.81%1.2%0.36%0.44%0.36%0.28%
Feb 202661.7%10.1%6.8%4.5%4.5%3%2.5%1.7%1.7%0.91%0.91%0.41%0.61%0.33%0.31%
Mar 202655.6%11.2%9.1%5%5%3.4%2.7%1.8%2.2%1%1%0.55%0.67%0.3%0.34%
Apr 202660.4%12.1%6.6%3.6%4.4%3%2.4%2%1.6%0.89%1.1%0.49%0.6%0.27%0.29%
May 202658.2%14.3%6.4%3.5%5.2%3.1%2.4%1.9%1.6%0.86%0.86%0.47%0.7%0.26%0.28%
Jun 202655.4%16.7%6.1%4.1%5%3.6%2.2%1.8%1.5%1%1%0.45%0.55%0.25%0.4%
Jul 202653.2%16%7.2%4.8%4.8%3.4%2.2%2.2%1.8%1.4%1.2%0.65%0.65%0.29%0.32%
Aug 202656.3%11.3%6.2%6.2%5.1%3.6%2.8%2.3%2.3%1.2%0.83%0.68%0.68%0.37%0.28%
Sep 202661.8%10.1%6.8%4.5%4.5%2.5%2.5%2%1.7%0.91%0.91%0.5%0.5%0.41%0.3%

How has the Carter's and OshKosh B’gosh comparison changed over the last 12 months?

3 findings

How did search popularity change for kids clothing brands worldwide in September 2026?

2 changes

  1. In September 2026, Carter's gained share of searches among kids clothing brands worldwide, from 56.3% to 61.8%.

  2. Estimated monthly branded searches for OshKosh B’gosh worldwide rose 22.3% over 12 measured months, from 74K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Carter's’ and OshKosh B’gosh’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.

Carter's

1 branded search term

  • carters

OshKosh B’gosh

1 branded search term

  • oshkosh bgosh

How the Brand Demand Index is measured

Other head-to-heads among kids clothing brands

Creator with pink hair and a pink jacket

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