Kennedy vs ToughBuilt:Which is more popular?
In September 2026, Kennedy had more branded searches than ToughBuilt among toolbox brands worldwide. Kennedy had about 9,900 branded searches, while ToughBuilt had 3,380. Kennedy made up 13.5% of all toolbox brand searches we track, and ToughBuilt accounted for 4.6%. When we asked ChatGPT and Google AI Overviews about toolbox brands, ToughBuilt appeared in one of the five answers and Kennedy in none.
Who do people search for more?
Kennedy, about 3 searches for every 1 for ToughBuilt
Who does AI mention more?
ToughBuilt, mentioned in 1 of 5 answers, Kennedy in 0
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Top toolbox brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ToughBuilt was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Kennedy 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Husky5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Milwaukee5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
DeWalt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Craftsman4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
U.S. General3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Snap-on2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- ToughBuilt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kobalt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stanley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Kennedy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about toolbox brands
5 answers
Asked ChatGPT
“Which toolbox brand should I buy?”
Asked ChatGPT
“What are the best toolbox brands?”
Asked ChatGPT
“What's the best toolbox brand for tool storage?”
Searched Google, AI Overview
“best toolbox”
Searched Google, AI Overview
“tool box for tools”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kennedy or ToughBuilt more popular in search?
This chart shows how often people search Google for Kennedy and ToughBuilt by name. Each line represents a brand's share of searches for all 12 toolbox brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Kennedy, ToughBuilt. The figures are in the table below the chart.
View monthly share of searches table
| Month | U.S. General | Stanley | Kennedy | Husky | Snap-on | Craftsman | Milwaukee | ToughBuilt | DeWalt | Kobalt | Makita | Proto |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.1% | 13.4% | 11% | 9% | 11% | 6% | 6% | 4.5% | 3.2% | 4% | 1.4% | 0.36% |
| Nov 2025 | 20.2% | 16.5% | 11% | 11% | 11% | 9% | 7.3% | 5.4% | 4% | 2.7% | 1.4% | 0.36% |
| Dec 2025 | 19.7% | 16.1% | 8.8% | 10.7% | 8.8% | 8.8% | 7.2% | 4.3% | 8.8% | 4.8% | 1.7% | 0.35% |
| Jan 2026 | 25.8% | 14.1% | 11.5% | 9.4% | 9.4% | 7.7% | 6.3% | 4.7% | 6.3% | 3.4% | 1.2% | 0.37% |
| Feb 2026 | 20.3% | 13.5% | 9.1% | 9.1% | 9.1% | 4.9% | 6% | 4.5% | 20.3% | 1.8% | 1.1% | 0.36% |
| Mar 2026 | 27.5% | 15% | 12.3% | 10% | 10% | 6.7% | 6.7% | 5% | 3.6% | 1.6% | 1.2% | 0.4% |
| Apr 2026 | 33.5% | 15% | 12.2% | 8.2% | 8.2% | 6.7% | 5.4% | 4.1% | 3.6% | 1.6% | 1.2% | 0.4% |
| May 2026 | 20.3% | 16.6% | 13.6% | 11.1% | 11.1% | 7.4% | 7.4% | 4.5% | 4% | 2.2% | 1.4% | 0.44% |
| Jun 2026 | 20.7% | 17% | 11.4% | 11.4% | 11.4% | 7.6% | 7.6% | 4.6% | 4.1% | 2.7% | 1.4% | 0.36% |
| Jul 2026 | 22.3% | 18.2% | 12.2% | 9.9% | 9.9% | 8.1% | 6.6% | 4.2% | 3.6% | 2.9% | 1.5% | 0.39% |
| Aug 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.44% |
| Sep 2026 | 20.2% | 16.5% | 13.5% | 11.1% | 11.1% | 7.4% | 7.4% | 4.6% | 4% | 2.6% | 1.4% | 0.35% |
ToughBuilt sells other things too, so only its searches that name this product count here, like “toughbuilt toolbox”.
How has the Kennedy and ToughBuilt comparison changed over the last 12 months?
3 findings
- Kennedy was ahead of ToughBuilt in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kennedy’s share of searches among toolbox brands worldwide moved from 11% to 13.5%, and its estimated monthly branded searches held steady at 9.9K.
- Across the 12 months ending September 2026, ToughBuilt’s share of searches among toolbox brands worldwide moved from 4.5% to 4.6%, and its estimated monthly branded searches moved from 4.1K to 3.4K.
How did search popularity change for toolbox brands worldwide in September 2026?
2 changes
Kennedy’s share of searches among toolbox brands worldwide has gained ground for 3 months in a row, from 11.4% to 13.5% in September 2026.
Estimated monthly branded searches for ToughBuilt worldwide fell 17.2% over 12 measured months, from 4.1K to 3.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Kennedy’s and ToughBuilt’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.
Kennedy
1 branded search term
- kennedy toolbox
ToughBuilt
2 branded search terms
- toughbuilt tool box
- toughbuilt toolbox
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