Spielwarenmesse: Kids License Monitor II/2018: these are the most popular toy licenses among children

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Kids License Monitor II/2018: these are the most popular toy licenses among children

from iconkids & youth

Whether it’s Minions, Frozen, Cars or Tom & Jerry, children’s superheroes are in high demand. The Kids License Monitor of Munich’s children and youth research institute iconkids & youth reveals which characters from TV and film are especially popular as license themes for toys with children in Great Britain, France and Germany in the second quarter of 2018.

Top 10 Licenses - appeal

The licenses liked best by children aged 4-12 years in the three markets (total sample). For example, 77 % of all German children in this age group like Ice Age.

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: Cars, Mickey Mouse, Paw Patrol
  • 7 - 9: LEGO Ninjago, Minions, Ice Age
  • 10 - 12: Penguins of Madagascar, Tom & Jerry, Dragons

Girls in Germany

  • 4 - 6: Frozen, Laura's Star, Princess Rapunzel
  • 7 - 9: Princess Rapunzel, Mia & Me, Frozen
  • 10 - 12: Frozen, Tom & Jerry, Minions

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, 39 % of all German children in this age group consider Frozen 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

  • 4 - 6: Cars, Minions, Spider-Man
  • 7 - 9: LEGO Ninjago, Star Wars, Minions
  • 10 - 12: Minions, UEFA Champ. League, Spider-Man

Girls:

  • 4 - 6: Frozen, Princess Rapunzel, Disney Princess
  • 7 - 9: Frozen, Mia and Me, Bibi und Tina Real life
  • 10 - 12: Emoji, Ostwind, The Voice

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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