Stanley vs ToughBuilt:Which is more popular?
In September 2026, Stanley had more branded searches than ToughBuilt among toolbox brands worldwide. Stanley had about 12,100 branded searches, while ToughBuilt had 3,380. Stanley made up 16.5% 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 Stanley in none.
Who do people search for more?
Stanley, about 4 searches for every 1 for ToughBuilt
Who does AI mention more?
ToughBuilt, mentioned in 1 of 5 answers, Stanley 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. Stanley 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 Stanley or ToughBuilt more popular in search?
This chart shows how often people search Google for Stanley 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 Stanley, 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 Stanley and ToughBuilt comparison changed over the last 12 months?
3 findings
- Stanley was ahead of ToughBuilt in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Stanley’s share of searches among toolbox brands worldwide moved from 13.4% to 16.5%, and its estimated monthly branded searches held steady at 12.1K.
- 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?
1 change
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 Stanley’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.
Stanley
1 branded search term
- stanley tool box
ToughBuilt
2 branded search terms
- toughbuilt tool box
- toughbuilt toolbox
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