Squishmallows vs Steiff:Which is more popular by branded search?
In August 2026, Steiff had more branded searches than Squishmallows among plush toys worldwide. Steiff was estimated to have 14.8K branded searches compared to Squishmallows’ 5.4K, and held a 0.64% Share of Search versus Squishmallows’ 0.24%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Squishmallows or Steiff?
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 Steiff, Squishmallows. 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 Squishmallows and Steiff comparison changed over the last 12 months?
3 findings
- Steiff was ahead of Squishmallows in every measured month of the 11 months ending August 2026.
- 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.
- Across the 11 months ending August 2026, Steiff’s estimated Share of Search among plush toys worldwide moved from 1.4% to 0.64%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
How did search popularity change for plush toys worldwide in August 2026?
2 changes
In August 2026, Steiff lost estimated Share of Search among plush toys worldwide, from 1.2% to 0.64%.
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 Squishmallows’ and Steiff’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.
Squishmallows
1 branded search term
- squishmallows plush
Steiff
1 branded search term
- steiff teddy
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.