Country Profile
GERMANY

Very specific profile for this country. Indeed, you find a mix of strong national brands as well as international Entertainment brands among the most popular ones:

10% – stable over the past year – of the Top 30 favorite brands are national brands, the first of them being toy brand Playmobil.

In addition, the market is concentrating even further on the top 20 most favorite brands: the # favorite brands gained 7 pts over the year, leaving less pieces to the remaining brands – 158 in average! -.

Top 30 Favorite Entertainment Brands

- Kids 0-14 Germany –
October 2018 – Unaided mentions

Playmobil

Popular brand among boys & girls 3-6 as well as 7-9, the brand is mainly appreciated for its master category: Toys.
The potential for licensing seems limited at this time.

Maya the Bee

The brand keeps gaining awareness in the country, especially among the younger kids – infants -. And since those aware of the brand tend to love it – 40% of the infant girls -, result is the appearance in the top favorite brands in the country!

Lego

Kids 3-6 & 7-9 know the brand and love it!
And although ownership is quite general, consumer demand on the brand remains very robust, with even more kids willing to have products than kids already having products.

Baby Born

The German brand makes its debuts in the top 30 favorite brands 0-14 yo, benefiting from the decrease of Disney brand Frozen.
Another consequence is that other German brand Bibi & Tina gained positive attitudes among the younger girls.

Star Wars

Although appealing to boys 7-9 & 10-14 – and over of course -, the brand is less appreciated by girls of the same age groups.
However, ownership vs. awareness of the brand shows quite some room for improvement: 51% of the boys 10-14 knowing the brand have a product with the brand.

Population 2018
Births (2017) 689 866
0-14 Population 10.324 million
0-14 in % Total Population 12.8%

Source: Eurostat

Screens 2018
% Mobile users (3-11) 31%
% Tablet users (3-11) 29%
Video-Game weekly time 4h48min

Source: Kids & Digital Research, by Kidz Global

Brands October 2018
Nb Entertainment brands
kids 0-14 know in average
158 brands
Top 5 most favorite 31%
Top 20 most favorite 76%

Source: BrandTrends Research, by Kidz Global

All different brands mentioned at least twice (x2) on the period

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