Spielwarenmesse: Kids License Monitor I/2019: these are the most popular toy licenses among children

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Kids License Monitor I/2019: these are the most popular toy licenses among children

from iconkids & youth

Whether the new heroes from Incredibles 2 or classics like Mickey Mouse, toys with children’s superheroes are in high demand. The Kids License Monitor of Munich’s children and youth research institute iconkids & youth shows which license themes for children's toys were particularly popular in the first quarter of 2019.

Top 10 Licenses - appeal

The licenses liked best by children aged 4-12 years in the three markets (total sample). For example, 70 % of all British children in this age group like the Incredibles.

The top 10 most popular licensed properties in the UK (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular licensed properties in the UK (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular licensed properties in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular licensed properties in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular licensed properties in France (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular licensed properties in France (Illustration: Spielwarenmesse; Source: iconkids & youth)

The licenses liked best by boys and girls aged 4-12 in Germany

Boys in Germany

  • 4 - 6: PAW Patrol, Tom & Jerry, Hot Wheels
  • 7 - 9: LEGO Ninjago, Spider-Man, Tom & Jerry
  • 10 - 12: Star Wars, Astérix, Minecraft

Girls in Germany

  • 4 - 6: Frozen, Disney Princess, Bibi Blocksberg
  • 7 - 9:  Bibi & Tina Real Life, Tom & Jerry, LEGO Friends
  • 10 - 12: Bibi & Tina Real Life, Shaun the Sheep, Tom & Jerry

Top 10 toy licenses - hype status

The licenses which are absolutely brilliant to have on products for most of the children aged 4-12 years in the three markets (total sample). For example, 42 % of all German children in this age group consider Tom & Jerry absolutely brilliant to have on their things.

The top 10 most popular license themes on toys in the UK (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular license themes on toys in the UK (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular license themes on toys in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular license themes on toys in Germany (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular license themes on toys in France (Illustration: Spielwarenmesse; Source: iconkids & youth)The top 10 most popular license themes on toys in France (Illustration: Spielwarenmesse; Source: iconkids & youth)

The top 3 most popular licenses on toys in Germany sorted by gender

Boys in Germany

  • 4 - 6: Cars, Fireman Sam, PAW Patrol
  • 7 - 9: LEGO Ninjago, Star Wars, Nexo Knights
  • 10 - 12: Star Wars, Minecraft, Fortnite

Girls in Germany

  • 4 - 6: Frozen, Disney Princess, Bibi Blocksberg
  • 7 - 9: Bibi & Tina Real Life, LEGO Friends, Mia and Me
  • 10 - 12: Bibi & Tina Real Life, Ostwind, Bibi (Bianca Heinicke)

A detailed survey description and all detailed results are available on the iconkids & youth website.

 

Author of this article:

iconkids & youth

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