The Works vs Usborne:Which is more popular?
In September 2026, The Works had more branded searches than Usborne among sticker books brands worldwide. The Works had about 673,000 branded searches, while Usborne had 18,100. The Works 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 The Works in none.
Who do people search for more?
The Works, about 37 searches for every 1 for Usborne
Who does AI mention more?
Usborne, mentioned in 3 of 5 answers, The Works in 0
Who does AI recommend more?
Usborne, the only one of the two named
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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. The Works 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.
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 The Works or Usborne more popular in search?
This chart shows how often people search Google for The Works 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 The Works, 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 The Works and Usborne comparison changed over the last 12 months?
3 findings
- The Works was ahead of Usborne in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, The Works’ share of searches among sticker books brands worldwide moved from 40.7% to 43.7%, and its estimated monthly branded searches moved from 823K 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?
3 changes
In September 2026, National Geographic overtook The Works to become the leader among sticker books brands worldwide, with 43.7% of the searches.
In September 2026, The Works lost share of searches among sticker books brands worldwide, from 47.6% to 43.7%.
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 The Works’ 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.
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