Kids Forever with Licensing Entertainment

LM interviewed Ivan Colecchia, SVP Global Development of Kidz
Global, to find out more about the expansion of the Licensing
Entertainment surveys of 26-65 Year Olds.


Kidz Global, the world’s leading market research agency in the field of licensing and the analysis of family, children, teen and young adult consumption, has decided to extend its surveys to the 26–65-year-old age group. The research will take place through the BrandTrends tool, which provides licensors, agents and licensees with a comprehensive review of awareness, popularity and merchandise appeal of all major entertainment brands and personalities.

The analysis started in the United States and will soon be available in other countries; they were conducted by gender, among four age groups: 26-35, 36-45, 46-55, 56-65. To learn more LM interviewed Ivan Colecchia, SVP Global President at Kidz Global.


There has been some major news on
your BrandTrends tool: the extension of
the age range up to 65 year olds. Would
you like to tell us how you came to this
decision and why you are particularly
proud of it?

Brand Trends has been a monitoring present on the world market for 11 years now. It initially covered the 0-14 range; over the years, however, the Kids Entertainment market has shrunk because children abandon traditional cartoons at an ever-younger age, changing the type of service, product and character preferred. Therefore we and our customers realized that it was necessary to focus on other age groups as well and seize upon new opportunities in other segments. From there, we first started by monitoring 15-25 Years Old in over 25 countries. We then decided to include wider age groups, especially since parents and grandparents control the family purchasing power. In our opinion, you can effectively cover the whole world of Entertainment within the 26-65 age group: Lifestyle and Influencers are in this segment, and in the higher age groups there are strong potential targets that were not fully serviced by Entertainment brands, instead focusing primarily on younger bands. We are proud of this change because we were aware that there was a gap in the market for this maxi age group, in terms of monitoring, information provided, and potential business for licensees and licensors.



For the maxi age group 26-65, the first
country to be surveyed was America.
What are your findings from the results?
Which other countries are you planning
to research?

America has always been the country that establishes world trends in an unparalleled way. Within the industry, it is also the largest market to cover and the one which demands the most interest in receiving data. Our goal is to reach 42 countries for the Kids range: by the end of the year we will offer research from over ten countries, including the European Big Five and Russia. By 2022 we should definitely be covering at least twenty of the most important markets across the globe. As for our results, common trends have emerged but also many differences as compared to Kids and Young Adults. The maxi range 26-65 contains four segments (26-35, 36-45, 46-55, 56-65) that are distinct and characterized: in general, Millennial choices’ correspond to modern Kids brands, while Baby boomers favor brands from their youth.



Which product categories are 26-65 Year
Olds most interested in and what are the
characteristics of the most popular IPs?

For men in the 26-45 range there are two very strong characteristics of their choice in IPs: Action and Superheroes. The 26-45’s are also drawn to channels through which they use these products, the number one for this range being Netflix. The Simpsons are also mentioned as the third most popular brand in the 26-35 range. The Superhero characteristic also drags itself a bit into the higher ranges where, for example, brands such as the Incredible Hulk emerge. But in general, Males 56-65 prefer brands from their generation, such as The Godfather in first place and I Love Lucy in second. For men, the level of interest stands out: they have a strong bond with a brand compared to
women. For example, the number one in the 26-35 range, The Simpsons, has a rating of 66%, a level very much in line with Kids’ rating. In Kids, perhaps there is the opposite effect, where girls are more generous than boys with their appraisals.

However, the likability factor is animportant concern for young men and, but as one ages within the group, attachment decreases and the rating falls: for example, the number one brand of Males 56-65 does not exceed 40%. For women, there is greater differentiation in the choice of brands. In the 26-45 range, even where Superhero figure appears with Avengers at number one, in first place overall are series like Friends and cartoons like Tom and Jerry, linked to the era in which these women were kids. In this range we find a very rating for Friends, as well as Avengers among 36–45-year-olds, thanks to the presence of great superheroine characters. In terms of product categories, both men and women focus on fashion accessories, clothing above all, for the desire to experience their brand and carry it with them every day.



In what ways do you plan to continue
expanding BrandTrends in this new age
group? Will you focus on other research
areas besides Entertainment?

Absolutely yes, we will follow the evolution of the market. Just as we did with Kids, we started from pure Entertainment, and then Influencers and Creators in the Internet world; we will research the same trends for older targets as well. On Instagram, TikTok etc. there are countless testimonials with high numbers of followers who do advertising of every type of product, from healthy food to games to clothing ...
Through BrandTrends we will be able to understand the real effectiveness of these web personalities for 26-65 year olds as well, both in terms of product distribution and related licensing.


Based on what emerged from the
survey, and in particular with the current
resumption of live events, do you have
any advice for brands and companies on
initiatives to involve this age group?

Of course, the Entertainment world has begun to look at the diverse segments with the 26 to 65 year-old range. In principle, events, and especially Licensing fairs, have always been divided into maxi sectors such as Entertainment Kids on the one hand, and Lifestyle on the other. There has never been a real Entertainment section for the Adult market. I hope that from next BLE and over the following months,
there will also be a place for this age group with enormous potential for companies. In the USA, Netflix, Amazon Prime and YouTube are today the three main platforms for the distribution of Entertainment content for this maxi age group. You can begin to use the expansion of these platforms as a vehicle for licensing, creating and communicating new types of products for the 26-65 sector.


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