20-21 LSB 2020 Kids Insights_muk.qxp_NEW LSB 2008 GRID 02/07/2020 11:35 Page 21
KIDS INSIGHTS RESEARCH
Royale’, its non-combat social mode, in May after and if we will see the impact of esports on the success the month before with its live concert traditional sports and as a result the impact from a with Travis Scott and Diplo which had 12.3 million licensing, merchandise and sponsorship concurrent participants. New game Animal Crossing perspective. also features an open world with a strong social All of which means that when it comes to building element and has been popular during the fan engagement and fandom, brands need to lockdown, especially with older teen girls (seventh reconsider the engagement strategies which they most popular console game). Games that have build, and with limited resources and so many helped keep kids entertained throughout the channels to consider, defining and ultimately pandemic offering a understanding your sort of community target audience has are well placed to still never been more be popular after important. the pandemic, The R&A was thus offering ahead of the curve more opportunity when it changed to produce ‘The Open’ back licensed products to numbers rather after restrictions than years and are lifted. therefore is With many unaffected with businesses having to innovating in this postpone this situation, kids are year; could this still willing and become the new have been norm? Other buying products sporting brands relating to their have turned to favourite TV social media to shows, films and keep consumers games. Now that engaged. For we are coming instance, out of the Manchester City’s lockdown #CityzensatHome restrictions it will is providing online be interesting to fun and see what shorteducational activities for kids, Above: Lockdown has given children of all ages time to start watching a number of new TV shows. term adaptations will continue into the long-term. while Team GB’s isolation games sees athletes reOur real-time data and insights are designed to enacting personal bests on TikTok. These are great provide the most dynamic and comprehensive strategies to take with younger fans as TikTok is the view of the kid’s ecosystem, how it continues to number one app teens want to download over the evolve and what that means for brand owners, last three months, while Instagram is the second licensees and retailers to ensure that their favourite app they use. Therefore, these adaptations investments in advertising, content, licensing, are well placed to keep young fans engaged with marketing, product development and ultimately new content which always gives opportunities for sales are optimised. new licensing products. But according to our data, these might not be the right approaches. Kids Insights, the global leader in kids’ market intelligence, surveys Video games are a popular pastime with kids pre more than 3,000 children every week, across four continents and nine countries, and more than 150,000 children a year. If you would like to and post COVID, with around 70% of kids playing download a complementary report identifying some of the changes it has seen, and with five predictions on how it thinks the kids, parents some sort of video game (either on console, PC, or and family ecosystem will change, visit www.kidsinsights.com/ac. mobile). Fortnite announced it would run ‘The Party LICENSING SOURCE BOOK EUROPE 2020
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