Frugi vs OshKosh B’gosh:Which is more popular?
In September 2026, OshKosh B’gosh had more branded searches than Frugi among kids clothing brands worldwide. OshKosh B’gosh had about 90,500 branded searches, while Frugi had 40,500. OshKosh B’gosh made up 2% of all kids clothing brand searches we track, and Frugi accounted for 0.91%. When we asked ChatGPT and Google AI Overviews about kids clothing brands, neither Frugi nor OshKosh B’gosh appeared in any of the five answers.
Who do people search for more?
OshKosh B’gosh, about 2 searches for every 1 for Frugi
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top kids clothing brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Frugi nor OshKosh B’gosh showed up in any of the five 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.
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- OshKosh B’gosh0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Frugi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about kids clothing brands
5 answers
Asked ChatGPT
“Which kids clothing brand should I buy?”
Asked ChatGPT
“What are the best kids clothing brands?”
Asked ChatGPT
“What's the best kids clothing brand for clothes that last?”
Searched Google, AI Overview
“kids clothes”
Searched Google, AI Overview
“toddler clothes”
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 Frugi or OshKosh B’gosh more popular in search?
This chart shows how often people search Google for Frugi 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.
Share of searches by month for OshKosh B’gosh, Frugi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Carter's | Petit Bateau | Janie and Jack | Gap Kids | Hanna Andersson | JoJo Maman Bébé | Mini Boden | OshKosh B’gosh | Polarn O. Pyret | Cat & Jack | Frugi | Old Navy | Tea Collection | Patagonia | Primary |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.1% | 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 2025 | 57.5% | 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 2025 | 59.9% | 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 2026 | 55.1% | 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 2026 | 61.7% | 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 2026 | 55.6% | 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 2026 | 60.4% | 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 2026 | 58.2% | 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 2026 | 55.4% | 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 2026 | 53.2% | 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 2026 | 56.3% | 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 2026 | 61.8% | 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 Frugi and OshKosh B’gosh comparison changed over the last 12 months?
3 findings
- OshKosh B’gosh was ahead of Frugi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Frugi’s share of searches among kids clothing brands worldwide moved from 0.86% to 0.91%, and its estimated monthly branded searches held steady at 40.5K.
- Across the 12 months ending September 2026, OshKosh B’gosh’s share of searches among kids clothing brands worldwide moved from 1.6% to 2%, and its estimated monthly branded searches moved from 74K to 90.5K.
How did search popularity change for kids clothing brands worldwide in September 2026?
1 change
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 Frugi’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.
Frugi
1 branded search term
- frugi
OshKosh B’gosh
1 branded search term
- oshkosh bgosh
Other head-to-heads among kids clothing brands
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