LIMA releases its bi-annual Kidz Global Study

Published on: 29th August 2017

The study provides a snapshot of children’s favourite brands and characters across more than 40 countries.

Calculated from consumer surveys created by Brand Trends, the reports identify the most recognisable licences for both boys and girls across animated entertainment, music, fashion, publishing, and more. LIMA members can view the full reports on the organisation’s website. Below are some select highlights from the UK, the US, and Japan.

Kids in the United Kingdom overall ranked their top brands as Lego, Peppa Pig, Nike, Adidas, Paw Patrol, Frozen, Harry Potter, Disney Princess, Minecraft and Spider-Man. The most mentioned animated characters are Peppa Pig, Paw Patrol, Tom & Jerry, SpongeBob, The Simpsons, Scooby-Doo, My Little Pony, Horrid Henry, Adventure Time and PJ Masks.

Peppa is No. 1 among all brands for children 0-2 and 3-6 — both groups also put Paw Patrol, Frozen and Thomas & Friends in their Top 10s. Younger kids also named The Gruffalo, with pre-schoolers adding DreamWorks’ Trolls, Disney Princess and My Little Pony to their list of favourites. Children 7-9′s only top 10 animated title is Horrid Henry, while 10-14 year olds prefer The Simpsons.

In the United States, the Kidz Global Study found that the top 10 most-mentioned brands across all kids ages 0-14 are Batman, Nike, Spider-Man, Lego, SpongeBob SquarePants, Mickey Mouse, Harry Potter, Adidas, Barbie and Tom & Jerry. For animated characters and properties, SpongeBob is No. 1, with other top animated characters including Tom & Jerry, Mickey Mouse, Paw Patrol, Peppa Pig, Ben 10, Teen Titans Go!, Adventure Time, Dora the Explorer and Scooby-Doo.

The top licences by age group vary slightly. Children 0-2 picks included Mickey Mouse, Paw Patrol, Frozen, Peppa Pig (these also made the cut with Children 3-6), Mickey Mouse Clubhouse and Cars. Children 7-9 and 10-14 were more into fashion, superhero, toy and game brands overall. SpongeBob is a top pick for three out of four groups (exc. 3-6) while Batman is in the Top 10 across all four age groups.

Unsurprisingly, kids in Japan have a much broader appreciation for cartoons and comics with 9 out of the Top 10 overall brands across all ages being animated properties. Notably, kids in Japan and the US also list Disney among their favourite fashion brands.


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