Despite the increasing agility of brands as they try to adapt with rapid socio-cultural changes and other transitions ushered in by our heavily digitized era, the top brands in the world represent largely familiar forces that include many historical brands that have been around for quite some time.
Of course, new franchises and digital media have had a massive influence on child interests creating somewhat of a duality between merchandise and toy-based brands who rely
on physical products and media or entertainment brands who rely on digital products. The strongest brands, however, tend to spread their commercial strategy across both the digital and physical realms.
Interestingly, when we look at brand changes between 2018 and 2019, we can observe declines in favoritism when it comes to the top corporate names. For instance, Disney declined from 10.4% to 8.7% despite remaining in the highest levels of mentions of all brands. Simultaneously, the list of different brands mentioned by the kids is broader than it was in 2018; and each of the brand would be very specific to the show – toy – videogame … This indicates a higher knowledge of the brands as well as a diversification in brand favoritism. The
main brands do not hold quite the same monopolies over consumer desire, choice and popularity.