DK vs Usborne:Which is more popular?
In September 2026, DK and Usborne were level in searches among sticker books brands worldwide, with an estimated 18.1K branded searches each, at 1.2% of the total each. When we asked ChatGPT and Google AI Overviews about sticker books brands, DK and Usborne each appeared in three of the five answers. Usborne was mentioned before DK in three out of four answers.
Who do people search for more?
DK and Usborne are searched for about as often as each other.
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Usborne, named ahead of DK in 3 of 4 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 was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Usborne was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Usborne was listed before DK in three out of four answers.
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 Usborne more popular in search?
This chart shows how often people search Google for DK and Usborne 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 DK, Usborne. 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 Usborne comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: DK took it in March 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, Usborne’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.
How did search popularity change for sticker books brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using DK’s and Usborne’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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