Brandwave

How popular isStep2?

In September 2026, people searched for Step2 by name about 170 times in New Zealand, an 88.9% increase from the previous year. These searches made up 2.9% of all New Zealand kids play equipment brand searches, placing Step2 seventh out of 12 brands. When we asked both ChatGPT and Google AI Overviews about kids play equipment brands, Step2 did not appear in any of the answers.

Search and AI answers in September 2026

Step2 is the seventh most searched of 12 competitors and not listed in any AI answer.

  1. JumpflexShare of searches 22.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Little TikesShare of searches 21.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Forest & FrolicShare of searches 16.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. KeterShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Step2Share of searches 2.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top kids play equipment brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Step2 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.

  1. Vuly1st
  2. Forest & Frolic2nd
  3. gobaplay3rd
  4. Jumpflex4th
  5. Little Tikes–
  6. Keter–
  7. Intex–
  8. Bestway–
  9. Step2–
  10. Plum–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Jumpflex3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forest & Frolic3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • gobaplay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vuly2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Little Tikes0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Keter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Intex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bestway0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Step20 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Plum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about kids play equipment brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which kids play equipment brands compete with Step2?

Step2 against kids play equipment brands in New Zealand, by month

Share of searches by month for Jumpflex, Little Tikes, Forest & Frolic, Keter, Intex, Bestway, Step2, Vuly. The figures are in the table below the chart.

View monthly share of searches table
MonthJumpflexLittle TikesForest & FrolicKeterIntexBestwayStep2VulygobaplayPlumGongeTP Toys
Oct 202527.7%18.4%18.4%10.2%11.3%10.2%1.3%0.57%1.6%0.14%0.14%0.14%
Nov 202526.2%16.8%14.1%8.8%15.7%14.1%1.5%0.62%1.9%0.18%0.09%0.09%
Dec 202526.2%13.6%13.6%9.2%17.7%16.8%0.94%0.52%0.73%0.21%0.31%0.1%
Jan 202623.7%12.7%12.7%15.6%16.1%15.6%1.6%0.71%0.71%0.18%0.18%0.18%
Feb 202626.3%18.4%12.3%15.1%12%12.3%1.8%0.51%0.77%0.26%0.26%0%
Mar 202625.3%21.8%14.6%14.6%11.4%7.9%1.7%0.5%0.99%0.5%0.25%0.25%
Apr 202626.1%22.5%15.1%15.1%8.2%8.2%2.3%0.77%1%0.26%0.26%0.26%
May 202620.4%23.9%16%16%10.1%8.7%3%0.54%0.54%0.27%0.27%0.27%
Jun 202622.7%24.9%13.6%13.6%11.3%9.1%2.5%0.28%1.1%0.28%0.28%0.28%
Jul 202624%25%18%12%10%6.5%2.3%0.75%0.75%0.25%0.25%0.25%
Aug 202621.9%23.8%17.1%14%9.5%7.6%2.1%1.7%1.7%0.24%0.24%0.24%
Sep 202622.9%21.9%16.9%12.1%12%6.6%2.9%2.9%1.2%0.34%0.17%0.17%

  1. 1.Jumpflex

    22.9%

    Moved from 2nd to 1st. 1.4K estimated branded searches, +47.8% vs prior month. Share +1.1 points.

  2. 2.Little Tikes

    21.9%

    Moved from 1st to 2nd. 1.3K estimated branded searches, +30% vs prior month. Share -1.8 points.

  3. 3.Forest & Frolic

    16.9%

    Held 3rd. 1K estimated branded searches, +38.9% vs prior month. Share -0.2 points.

  4. 4.Keter

    12.1%

    Held 4th. 720 estimated branded searches, +22% vs prior month. Share -1.9 points.

  5. 5.Intex

    12%

    Held 5th. 710 estimated branded searches, +77.5% vs prior month. Share +2.5 points.

  6. 6.Bestway

    6.6%

    Held 6th. 390 estimated branded searches, +21.9% vs prior month. Share -1 points.

  7. 7.Step2

    2.9%

    Held 7th. 170 estimated branded searches, +88.9% vs prior month. Share +0.7 points.

  8. 8.Vuly

    2.9%

    Moved from 9th to 8th. 170 estimated branded searches, +142.9% vs prior month. Share +1.2 points.

  9. 9.gobaplay

    1.2%

    Moved from 8th to 9th. 70 estimated branded searches, 0% vs prior month. Share -0.5 points.

  10. 10.Plum

    0.34%

    Moved from 11th to 10th. 20 estimated branded searches, +100% vs prior month. Share +0.1 points.

  11. 11.Gonge

    0.17%

    Moved from 10th to 11th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.TP Toys

    0.17%

    Held 12th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Step2 and its closest rivals

Every comparison with Step2

7 comparisons

How has branded search demand for Step2 changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Step2 in New Zealand rose from 90 to 170.
  • Across the 12 months ending September 2026, Step2’s share of searches among kids play equipment brands in New Zealand increased from 1.3% to 2.9%.
  • Across the 12 months ending September 2026, Step2’s share of searches among kids play equipment brands in New Zealand peaked at 3% in May 2026 and was lowest at 0.94% in December 2025.
  • Across the 12 months ending September 2026, Step2 rose from 8th to 7th among kids play equipment brands in New Zealand.

How did search popularity change for New Zealand kids play equipment brands in September 2026?

6 changes

  1. In September 2026, Jumpflex overtook Little Tikes to become the leader among kids play equipment brands in New Zealand, with 22.9% of the searches.

  2. In September 2026, Vuly overtook gobaplay to rank 8th among kids play equipment brands in New Zealand, with 2.9% of the searches.

  3. In September 2026, Intex gained share of searches among kids play equipment brands in New Zealand, from 9.5% to 12%.

  4. In September 2026, Step2 gained share of searches among kids play equipment brands in New Zealand, from 2.1% to 2.9%.

  5. In September 2026, Keter lost share of searches among kids play equipment brands in New Zealand, from 14% to 12.1%.

  6. In September 2026, Little Tikes lost share of searches among kids play equipment brands in New Zealand, from 23.8% to 21.9%.

How are Step2’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Step2’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • step2

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How the Brand Demand Index is measured

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