TOTAL LICENSING
Top 30 Favorite Entertainment Brands - Canadian Children aged 0 - 14 October 2018 - Unaided mentions.
Philippe Guinaudeau from Kidz Global gives us a look at Canadian children’s tastes in entertainment
7-14 Years Old The Simpsons
Avengers Fortnite
Harry Potter
Minecraft
Star Roblox Wars
Mario Bros
Shopkins SpongeBob
Pokemon
Superman
Marvel Lego
Boys
Girls
Batman TMN Turtles
`Barbie Frozen
Disney
Minions
My Little Pony Dora the Explorer
Mickey Mouse
Paw Patrol Fisher Price
Cars the Movie PJ Masks
Peppa Pig
The Wiggles
0-6 Years Old Roblox Although not really a ‘brand’ by itself, but more like a platform, the name is very much appreciated by both boys and girls 10 - 14 years old. As a matter of fact, 2% of each demographic even place the name as their top favourite brand. Shopkins and Barbie Thanks to very rich offerings in brands amongst girls, especially the 3 to 6 year olds, Shopkins and barbie lost in this demographic while keeping scores amongst the older girls. As a result,
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their position in the market appears to be for older ages. The Wiggles This brand has gained awareness in Canada among infants (+10 points in a year) and reaches 57% awareness. And 47% of those aware of the brand love it. In addition, 20% of those aware of the brand place it among their top three favourites. Fortnight This brand appeared straight in the top 30 most favourite brands amongst kids up to 14 years old. However the brand really appeals to boys 10 to 14 years old. A stuffing 21% of these boys place it as one of their top 3 favourite
brands; and 14% as their top favourite. This makes it their No 1 choice over all other brands! Star Wars The brand, No 5 among boys aged 10 to 14 and no 14 amongst girls of the same age, continuously increased over the past 18 months. That being stated, the brand tends to decrease among kids below ten years old.
About BrandTrends Several times a year, a total of 105,040 children and young adults are surveyed via an online questionnaire in 42 countries across the following five age groups: Infants 0 - 2 years, Preschoolers 3 - 6 years, Children 7 - 9 years, Tweens and young teens 10 - 14 years,Young Adults 15 - 25 years (10 countries only). Each age group comprises 50% boys and 50% girls. For infants and preschoolers, parents are the respondents on behalf of a nominated child. Visual images of each brand are used to test awareness, ownership and purchase intentions, once all unaided questions have been submitted. Analysis and reporting are conducted in the week following fieldwork. For more information, or to subscribe to the complete research, email philippe.guinaudeau@kidzglobal.com.