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AI Shelf Index · 2026 holiday shopping season

Step2 AI shopping shelf share

🧸 Toys · 🇦🇺 AU · updated 12 Oct 2026

Standing

Toys · AU

#3 #4

Shelf-share

4.3%

of AU answers

4.2% 4.3%

Sentiment

97%

positive

No week-to-week change larger than the variation between readings.

Who's on the toys shelf

LEGO

17.1%

Connetix Tiles

5.3%

Magna-Tiles

4.6%

Step2

4.3%

Springfree Trampoline

3.5%

Vuly

3.2%

The shoppers Step2 wins

The same answers, sliced by the shopper the question implies — where Step2 ranks best.

The Backyard Montessori Parent

The New Shopper

#32

Where Step2 wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

13.7%

Research

—

not surfaced

Comparison

7.3%

Validation

#46

0.5%

Purchase

#23

0.8%

Where the engines differ

ChatGPT

4.8%

Google AI Mode

4.1%

What AI says about Step2

Observed from the answers themselves — not a score.

Sentiment

97% positive · no negative mentions

Price framing

framed premium

11% budget, 32% mid, 58% premium

“(BIG W) The Little Tikes Bluey Beach is currently $99 at Target, down from $119, and is rated 2–6 years.”
ChatGPT

“One caveat on Step2: Australian ProductReview reviews include complaints about faulty/leaking plugs and customer-service experiences, alongside positive reports of sturdy products.”
ChatGPT

“I'd therefore buy from a retailer with straightforward Australian returns/warranty handling rather than choosing solely on the Step2 name.”
ChatGPT

“If I were building your mid-year sale list: I'd watch for the Archway Falls around $80–100, the Bluey Beach around $90–100, and a larger Step2 sand/water table at ≤$200–220.”
ChatGPT

Products AI names

The specific Step2 items the engines put in front of AU shoppers.

Rain Showers Splash Pond Water Table 1.2%
Summer Showers Splash Tower Water Table 0.7%
Rain Showers Splash Pond 0.7%
Archway Falls Water Table 0.6%
Step2 Water Table with Hand-Pump 0.2%
Two-tier STEM water table with rainfall sounds 0.2%
water table 0.1%
Water Tables 0.1%

Shelved alongside

Brands the engines recommend in the same answers as Step2.

How to read this

Bar is how often that brand is recommended in the same answer as Step2, relative to the rest.

Step2 on other shelves

🇨🇦 CA Toys · #37 All markets →

Slingso Managed Outcomes

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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Step2.