TOTAL LICENSING GERMANY PROFILE By Philippe Guinaudeau Kidz Global For more information or to subscribe to the complete research, contact: philippe.guinaudeau @kidzglobal.com
GERMANY COUNTRY PROFILE Germany has a mix of strong national brands as well as international Entertainment brands that feature amongst the most popular with Germany children. In fact, 10% of the Top 30 favourite brands are national brands, the top one being toy brand Playmobil. This figure has been stable over the last year. In addition, the market is concentrated even further on the top 20 favourite brands. The key brands gained 7 points over the year leaving less for the remaining brands. Playmobil This is a popular brand amongst boys and girls aged three to six as well as 7 to 9. The brand is liked for its master category - toys. The potential for licensing seems unlimited at this time.
Baby Born The German brand makes its debut in the top 30 favourite brands amongst 0 to 14 year olds, benefiting from the decrease in popularity of Disney’s Frozen. Another consequence of this is that another German brand, Bibi & Tina gained positive traction amongst younger girls.
Star Wars Although this appeals to boys aged 7 to 9 and 10 to 14 and over, the brand is less loved by girls of the same age groups. However, ownership vs awareness of the brand shows some room for improvement. 51% of toys aged 10 - 14 know the brand and have a product featuring the brand.
Maya the Bee This brand continues to gain awareness in the country, especially amongst younger kids and infants. And since those aware of the brand tend to love it - 40% of infant girls - this results in its appearance in the top favourite brands within Germany.
Lego Kids aged 3 to 6 and 7 to 9 know the brand and love it. And although ownership is quite general, consumer demand for the brand remains very robust with even more kids willing to have products than children that already have Lego products.
Top 30 Favorite Entertainment Brands - Kids 0 - 14 Germany - October 2018 - Unaided Mensions
Boys
Girls
7 - 14 Years Old
0 - 6 Years Old
Population
2018
Screens
2017
Brands
Oct 18
Births (2017)
689,866
% Mobile (3-11)
31%
Nb Ent. brands Kids 0-14 know average
158
0 - 14 Population
10.324m
% Tablet (3-11
29%
Top 5 favorite
31%
0 - 14 in % Total Pop.
12.8%
Video Game weekly time
4h48m
Top 20 favorite
76%
Source: Eurostat
58
Source: Kids & Digital Research by Kidz Global
Source: Brand Trends Research by Kidz Global