Brand page · Hardware Accessories · United States
Step2: 166K visits a month, 75 active Meta ads, Gravity score 516.
Step2 — Step2 is a U.S. manufacturer and distributor of durable toys and outdoor living products, including kids toys, playhouses, wagons, and home essentials designed for everyday family life. In September 2026 step2.com drew an estimated 166K visits, up 2% on the month before. It ranks #20 of 2,140 Hardware Accessories brands in United States.
Updated Traffic Sept 2026Meta ads 8 Oct 2026Google ads 21 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 38 peers: Hardware Accessories brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Step2 is a U.S. manufacturer and distributor of durable toys and outdoor living products, including kids toys, playhouses, wagons, and home essentials designed for everyday family life.
01 · Traffic
How much traffic Step2 gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Step2 drew an estimated 166K visits in September 2026, up 2% on the month before and down 31% over three months.
- Worldwide#61,292of 4.5M sites · Top 5%
- In United States#20,149of 1.2M sites · Top 5%
- Hardware Accessories, worldwide#64of 17,290 brands · Top 1%
- Hardware Accessories, United States#20of 2,140 brands · Top 1%
166K
estimated visits in September
1 mo ▲ +1.6%4 mo ▼ −31.4%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Step2.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Step2 holds 3.6 out of 5 on Trustpilot over 2 reviews: 50% of customers give five stars and 50% one star.
Toy Store Children's Toys Store Children's Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Step2 sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Step2 sells on Shopify, 89% of its catalogue in stock. The best seller is Cap Nut Kit Pk 1 (142082), at US$3.69, followed by Battery Operated Play Phone (181007) and Drain Plug (141967).
#1Cap Nut Kit Pk 1 (142082)Step2US$3.69In stock
#2Battery Operated Play Phone (181007)Step2US$7.99In stock
#3Drain Plug (141967)Step2US$3.99In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Step2 in its comparison group.
- Average rating
- 4.73 / 5
- Rated products
- 18% of the catalogue
- In stock
- 89%
- Upper price quartile
- US$24.57
- Currency
- USD
04 · Ads
What Step2 is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Step2 runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since January 2025 (image, text, video).
No Snow Required!Step27 Oct 2026video
Little Tree, Big Christmas FunStep25 Oct 2026video
Make Christmas Larger Than LifeStep23 Oct 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad21 Oct 2026Step2 Company LLCverified
Text ad21 Oct 2026Step2 Company LLCverified
Text ad21 Oct 2026Step2 Company LLCverified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Step2.
The creators who tag @thestep2company on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @thestep2company on Instagram, led by Nowell & Lauren | HighwayHoosiers (99.8K followers, 17.1% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| NNowell & Lauren | HighwayHoosiers@highwayhoosiers · 🇺🇸 US | Parenting family Creator | 99.8K | 17.1% | 2 | Tagged @thestep2company |
06 · Competitors according to Gravity
Who Step2 competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Step2 among Hardware Accessories brands in United States. The closest is Official Little Tikes Website, then KidKraft, TP Toys, OutdoorToys, shop.smoby-toys.de, BERG.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Official Little Tikes Websitelittletikes.com | |||||||
| KidKraftkidkraft.com | |||||||
| TP Toystptoys.com | |||||||
| OutdoorToysoutdoortoys.com | |||||||
| shop.smoby-toys.deshop.smoby-toys.de | |||||||
| BERGberg.com |
07 · Company
The company behind Step2.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Step2 is a company based in Streetsboro, United States, on a domain registered in November 1999. It employs about 286 people, is listed at m_and_a stage.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · Streetsboro
- Founded
- Data not available
- Domain registered
- 13 Nov 1999
- Share capital
- Data not available
- Status
- was_acquired
- President
- Data not available
- Activity code
- Data not available
- Employees
- 286 on LinkedIn
- Funding stage
- M and a
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- step2.com · Shopify · USD
- Catalogue
- 61 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Step2
What people ask Google about Step2.
10 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Step2 legit?
According to Gravity by Benchr, Step2 is a brand based in Streetsboro, United States: its website has existed since November 1999, it sells on a Shopify store, it employs 286 people on LinkedIn, it has 108,943 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What does Step2 sell?
Step2 is a U.S. manufacturer and distributor of durable toys and outdoor living products, including kids toys, playhouses, wagons, and home essentials designed for everyday family life. Gravity by Benchr classifies it under Hardware Accessories, with Hardware Accessories making up 89% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
How much does Step2 cost?
Step2's best seller, Cap Nut Kit Pk 1 (142082), sells US$3.69 on step2.com. 89% of the catalogue is in stock. Gravity does not track prices daily: check step2.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does Step2 have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Step2 advertises on Facebook and Instagram and on Google, where its offers often run. Check step2.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Step2?
Step2 sells on its own website, step2.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind Step2?
Gravity by Benchr records a company based in Streetsboro, United States, whose domain was registered in 1999, with 286 employees on LinkedIn, listed at m_and_a stage. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Step2 doing well?
Not at the moment. Gravity by Benchr estimates about 165,700 visits to step2.com in September 2026, up 2% in a month and down 31% over three months. Step2 ranks #20 of 2,140 Hardware Accessories brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Step2 use?
Gravity by Benchr identifies step2.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since January 2025. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does Step2 spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Step2 on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Hardware Accessories brands in United States?
Among Hardware Accessories brands in United States in the Gravity by Benchr index, Step2 ranks #20 of 2,140 by estimated traffic. Its closest competitors on the same market are Official Little Tikes Website, KidKraft, TP Toys, OutdoorToys, shop.smoby-toys.de. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Step2.