GUND vs Squishmallows:Which is more popular by branded search?
In August 2026, Squishmallows had more branded searches than GUND among plush toys worldwide. Squishmallows was estimated to have 5.4K branded searches compared to GUND’s 1K, and held a 0.24% Share of Search versus GUND’s 0.04%. These are worldwide searches for English-language branded terms.
Follow GUND vs Squishmallows and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, GUND or Squishmallows?
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.
Share of Search by month for Squishmallows, GUND. The figures are in the table below the chart.
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 GUND and Squishmallows comparison changed over the last 12 months?
3 findings
- Squishmallows was ahead of GUND in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, GUND’s estimated Share of Search among plush toys worldwide moved from 0.08% to 0.04%, and its estimated monthly branded searches held steady at 1K.
- Across the 11 months ending August 2026, Squishmallows’ estimated Share of Search among plush toys worldwide moved from 0.34% to 0.24%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
How did search popularity change for plush toys worldwide in August 2026?
1 change
Estimated monthly branded searches for Squishmallows worldwide rose 22.7% over 11 measured months, from 4.4K to 5.4K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using GUND’s and Squishmallows’ 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.
GUND
1 branded search term
- gund plush
Squishmallows
1 branded search term
- squishmallows plush
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.