KIDZ IDZ GLOBAL LOBAL PRESENTS RESENTS TOP OP TOY OY BRANDS RANDS FOR FOR GIRLS IRLS AND AND BOYS OYS
K
idz Global, in exclusive partnership with the International Licensing Industry Merchandisers’ Association (LIMA), has announced the results of a major new research project undertaken through its BrandTrends service. This targeted research reveals the top favorite brands and licenses of children and young people worldwide across a variety of product categories, including toys, fashion, video games, films, books, and sports teams. In the toys sector, Disney, Lego, Hot Wheels, and Barbie were consistently found in the top 10 favorites of children worldwide. In the U.S., Lego is the No.1 brand for boys and Barbie is the No.1 brand for girls. Research revealed that toys follow gender specific demarcation except for Lego and Fisher-Price for the youngest, which appear in the top 10 for both boys and girls.
PERCENT OF SPONTANEOUS MENTIONS—BOYS Lego
24.8%
Nerf
Hot Wheels Fisher-Price Mattel
Disney Marvel
Disney•Pixar Cars Hasbro
Teenage Mutant Ninja Turtles
PERCENT OF SPONTANEOUS MENTIONS—GIRLS Barbie
13.5%
6.0%
Monster High
7.4%
4.1%
Lego
10.6%
Disney
4.2%
Mattel
2.6%
Fisher-Price
2.5%
My Little Pony
1.9%
Hello Kitty
2.1%
Hasbro
1.8%
American Girl
9.3% 7.1% 6.4% 4.9% 3.7% 2.9% 2.9% 2.2%
Source: The BrandTrends Research Project—study commissioned by LIMA
In addition, favorite toy brands and licenses originated as toys rather than from other entertainment categories. More interestingly, none of the licenses in either the boys’ or girls’ toy lists are less than 3 years old, with the exception of Disney Frozen.
Methodology This worldwide survey was conducted with systematic and consistent tracking procedures, using unaided awareness research techniques to reveal kids’ top three favorite brands and licenses across a large variety of categories, including entertainment, lifestyle, sports, and food and beverage. The BrandTrends research methodology specifically requires “unaided mentions,” ensuring that the final data is both reliable and highly accurate. The children (or their parents for the youngest kids) completely and spontaneously named their “top three” brands and licenses. The data was then edited and aggregated to reflect the opinions and favorites of the total population of children and young people.
FEBRUARY 2015
THE TOY BOOK • 67