From Philippe Guinaudeau 

Trend or passing fad? To make a definitive statement on such matters, you have to be an experienced analyst. Like Philippe Guinaudeau. He knows that the pace of change is getting faster and faster, especially when it comes to what is popular among the children of this world. Guinaudeau not only cultivates his expertise but also a close-knit global network. Prior to founding his own company, the BrandTrends Group, he was a director of The NPD Group, having previously been a consumer goods consultant at AC Nielsen. He knows what’s what: “In this ever-changing entertainment world, it’s not just about keeping your head above water but about being a leader.”

The top kids entertainment brands

The latest report sets out in precise terms the trends in global entertainment licensing, a rapidly changing field that is always the source of new ideas, formats and actors. Philippe Guinaudeau is aware of the edge you gain from being on top of every aspect here. The BrandTrends report provides useful guidance for making reliable predictions, as Guinaudeau not only considers trends, but also age, lifestyle, preferences and playing habits. All viewed through a global lens and with breakdowns for the various segments. He therefore has valuable insights for companies in the children’s market.

Discovering the top 10 most favorite brands to the children

Marvel, a timeless favorite, claims the lead, closely trailed by Disney and LEGO, transcending borders and captivating young imaginations globally. These brands signify not only popularity but also a shared cultural experience among children worldwide.

Barbie’s steadfast presence right behind reinforces its enduring charm. The elite 10 also showcases Spider-Man, Roblox, Minecraft, Paw Patrol, Pokemon, and Frozen, providing a comprehensive glimpse into the brands dominating the global market.

While superheroes retain global prominence, regional nuances emerge. Surprisingly, superheroes don't clinch a top-three position in Asia, signaling shifting preferences. Notably, Marvel takes a backseat among girls, securing the fourth spot globally and conspicuously absent among girls aged 0 to 6.

The superhero narrative, although still influential, undergoes a transformation. The relentless production pace, particularly within the Marvel Universe and DC Comics, contributes to a decline in the popularity of these iconic figures. Amidst this shift, Spider-Man stands out as an exception, steadily growing in popularity. This decline in superhero dominance mirrors a broader consumer desire for more diversified and immersive entertainment experiences.

Superhero fatigue calls for the desire for diversification

The entertainment realm is undergoing a profound transformation, witnessing a perceptible fatigue among consumers, particularly in the oversaturation of superhero films. Guinaudeau observes, "This decline signals a broader desire for diversified and immersive entertainment experiences." As traditional powerhouses decline, it's time for marketers to explore new avenues.

Videogames surge as entertainment powerhouses

A groundbreaking revelation from BrandTrends Group's extensive global research points to the meteoric rise of video games, with Roblox and Mario Bros leading the charge. "Gaming partnerships aren't just collaborations; they're opportunities to create immersive brand experiences," notes Guinaudeau. Marketers are encouraged to capitalize on this trend by forging exclusive in-game collaborations, turning products into virtual collectibles.

Streaming services and online content as marketing platforms

Guinaudeau directs marketers to view streaming platforms as not just content hubs but thriving spaces for brand visibility. "Success in the streaming era is about turning a trending show into a trending product," he advises. Tailoring marketing strategies to match trending shows can bridge the gap between viewer engagement and consumer action.

Infant/Preschool brands: A playground for growth

While superhero fatigue affects older demographics, the Infant/Preschool category experiences significant growth. Guinaudeau encourages marketers to rethink marketing for preschool IPs, making them universally appealing. "Create merchandise and campaigns that resonate with all ages," he suggests. The challenge is to make preschool brands trendsetters for everyone.

Enduring appeal of books in the digital age

Even as the digital surge continues, books, epitomized by the timeless allure of Harry Potter, maintain a steady interest. Licensees are advised to strengthen their online presence, adapting to evolving consumer preferences. "The enduring power of storytelling prevails," says Guinaudeau.

Strategic paths in the moving landscape

BrandTrends Group proposes four strategic directions, all rooted in the findings of their extensive global research:

1. Forge exclusive in-game collaborations: Establish partnerships with influential gaming franchises for unique virtual experiences.

2. Align product development with streaming content: Seamlessly integrate product development with popular streaming shows for effective marketing.

3. Reimagine Preschool IPs for broader appeal: Develop merchandise and marketing strategies appealing to a wider age range.

4. Empower content creators for continuous innovation: Encourage creators to generate new, creative content and fresh storytelling ideas. Recognize the public's craving for both novelty and comfort.

In conclusion, as Guinaudeau asserts, "We're not just following trends; we're steering the ship." Marketers are urged to set sail, creating experiences, not just products, to navigate the changing tides and emerge as leaders in the dynamic Licensing Industry.

About the author

Prior to founding The BrandTrends Group (formerly Kidz Global), Philippe Guinaudeau was Managing Director at The NPD Group Inc, the world's leading provider of consumer and retail data across a wide range of industries. Prior to NPD, he was a consultant for consumer durables at AC Nielsen.