National Geographic vs Usborne:Which is more popular?
In September 2026, National Geographic had more branded searches than Usborne among sticker books brands worldwide. National Geographic had about 673,000 branded searches, while Usborne had 18,100. National Geographic made up 43.7% of all sticker books brand searches we track, and Usborne accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about sticker books brands, Usborne appeared in three of the five answers and National Geographic in one. Usborne was mentioned before National Geographic in every answer that named either.
Who do people search for more?
National Geographic, about 37 searches for every 1 for Usborne
Who does AI mention more?
Usborne, mentioned in 3 of 5 answers, National Geographic in 1
Who does AI recommend more?
Usborne, named ahead of National Geographic in 3 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, Usborne was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. National Geographic was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Usborne was listed before National Geographic in every answer 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 National Geographic or Usborne more popular in search?
This chart shows how often people search Google for National Geographic 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 National Geographic, 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 National Geographic and Usborne comparison changed over the last 12 months?
3 findings
- National Geographic was ahead of Usborne in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, National Geographic’s share of searches among sticker books brands worldwide moved from 49.4% to 43.7%, and its estimated monthly branded searches moved from 1M to 673K.
- 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
In September 2026, National Geographic overtook The Works to become the leader among sticker books brands worldwide, with 43.7% of the searches.
Estimated monthly branded searches for Usborne worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using National Geographic’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.
National Geographic
1 branded search term
- national geographic
Usborne
1 branded search term
- usborne
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