DK vs Melissa & Doug:Which is more popular?
In September 2026, Melissa & Doug had more branded searches than DK among sticker books brands worldwide. Melissa & Doug had about 135,000 branded searches, while DK had 18,100. Melissa & Doug made up 8.8% of all sticker books brand searches we track, and DK accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about sticker books brands, DK and Melissa & Doug each appeared in three of the five answers. Melissa & Doug was mentioned before DK in two out of three answers that named either.
Who do people search for more?
Melissa & Doug, about 7 searches for every 1 for DK
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Melissa & Doug, named ahead of DK in 2 of 3 answers
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Top sticker books brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, DK and Melissa & Doug were each mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Melissa & Doug was listed before DK in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Melissa & Doug3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- DK3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Usborne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Fashion Angels2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
National Geographic1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
The Works0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bendon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about sticker books brands
5 answers
Asked ChatGPT
“Which sticker books brand should I buy?”
Asked ChatGPT
“What are the best sticker books brands?”
Asked ChatGPT
“What's the best sticker books brand for kids?”
Searched Google, AI Overview
“sticker books”
Searched Google, AI Overview
“sticker activity books”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is DK or Melissa & Doug more popular in search?
This chart shows how often people search Google for DK and Melissa & Doug by name. Each line represents a brand's share of searches for all seven sticker books brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Melissa & Doug, DK. The figures are in the table below the chart.
View monthly share of searches table
| Month | National Geographic | The Works | Melissa & Doug | Bendon | DK | Usborne | Fashion Angels |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.4% | 40.7% | 6.7% | 0.89% | 1.1% | 1.1% | 0.14% |
| Nov 2025 | 43.2% | 43.2% | 10.6% | 0.96% | 0.78% | 1.2% | 0.13% |
| Dec 2025 | 39.4% | 47.8% | 9.6% | 1.1% | 0.87% | 1.1% | 0.17% |
| Jan 2026 | 54% | 36.4% | 6% | 1.2% | 0.98% | 1.2% | 0.24% |
| Feb 2026 | 55% | 37% | 5% | 0.81% | 1% | 1% | 0.16% |
| Mar 2026 | 59% | 32.5% | 5.3% | 0.87% | 1.3% | 0.87% | 0.14% |
| Apr 2026 | 54% | 36.1% | 6% | 1.2% | 1.5% | 1.2% | 0.16% |
| May 2026 | 54.1% | 36.2% | 6% | 1.2% | 1.2% | 1.2% | 0.16% |
| Jun 2026 | 44.2% | 44.2% | 7.3% | 1.5% | 1.5% | 1.2% | 0.15% |
| Jul 2026 | 39.6% | 48.4% | 7.9% | 1.1% | 1.6% | 1.3% | 0.14% |
| Aug 2026 | 38.9% | 47.6% | 9.6% | 1.3% | 1.3% | 1.3% | 0.17% |
| Sep 2026 | 43.7% | 43.7% | 8.8% | 1.2% | 1.2% | 1.2% | 0.19% |
How has the DK and Melissa & Doug comparison changed over the last 12 months?
3 findings
- Melissa & Doug was ahead of DK in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, DK’s share of searches among sticker books brands worldwide moved from 1.1% to 1.2%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Melissa & Doug’s share of searches among sticker books brands worldwide moved from 6.7% to 8.8%, and its estimated monthly branded searches held steady at 135K.
How did search popularity change for sticker books brands worldwide in September 2026?
2 changes
In September 2026, Melissa & Doug lost share of searches among sticker books brands worldwide, from 9.6% to 8.8%.
Estimated monthly branded searches for DK worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using DK’s and Melissa & Doug’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.
DK
1 branded search term
- dk books
Melissa & Doug
2 branded search terms
- melissa doug
- melissadoug toys
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