Top 3 Favorite Brands, Boys 3 to 6 Years
Top 3 Favorite Brands, Girls 3 to 6 Years
Brand Matrix: Identifying Merchandising Opportunities The Kidz Global’s Brand Matrix tool (see chart on page 132) measures and examines the correlation between brand popularity, measured in terms of the Brand Popularity Index (BPI), and the potential interest in buying branded products, which is the merchandising appeal. This is where the potential for merchandising is identified for specific brands.
SEPTEMBER/OCTOBER 2012
This tool identifies which brands have the highest current appeal and which have the highest unmet potential. For girls ages 3 to 6 in Canada, evergreen brands such as Barbie and Disney Princess remain strong favorites. However, there is room for new brands. The Brand Matrix chart identifies the brands with the most opportunity for sales of new merchandise (biggest positive demand gaps), as
THE TOY BOOK • 131