Top Favorite Entertainment Brands to the Kids
By Philippe Guinaudeau, CEO BrandTrends
It is clear that the entertainment industry continues to build powerful bonds with the younger generation. What is it about the top kids’ favorite entertainment brands in the world, Lego, Disney and Marvel that enables them to connect so well with this important consumer segment?
There are several notable insights from our research that could help to explain their impressive performance in terms of the brands’ ability to establish emotional connections. Those insights touch on, gender roles, mindset, usage behavior and the impact technology has had on those brands.
What’s interesting about the top kids’ entertainment brands is that they relate to movies, in fact, the entire top 10 brands have ties to movies and programmable content; of course, this also includes the #1 brand, originated from toys, Lego. The brand is so powerful in the licensing area, with over 50% of their offering in licensed products, not to mention the videogames and the movies, that of course the brand relates to such type of content. Read more about the brand’s success in the ‘Great End of Year for Lego’ in our separate article.
Both forms of content (movies and programmable content) are hugely popular with the younger generation and have strong ties to the idea of escapism, retreat, and relaxation in order to unwind having experienced the outside world. For the younger children, magical stories can have a real impact on their life and stay with them for their entire lifetime. The younger generation are also particularly comfortable with on-demand content and streaming, often opting to watch a series in one go, instead of waiting for weekly releases.
Strength and Power
Simultaneously, super-powers and strengths are features on the rise when considering favorite brands. Most likely linked to the current era, with the pandemic, kids entertain the idea to fight and win. Marvel, DC Comics, Avengers and other super-heroes originated from comics are some of the big winners on the second semester of 2020.
If we dive further into kids’ favorite brands and take a look at the top 10, there is a clear pattern that identifies that the boys prefer super-heroes and gaming brands, whereas the girls prefer movies and programmable content.
In the age group of 7-14 for example, in North America, the top 10 brands include all of the above, with the addition of SpongeBob SquarePants and Barbie. In direct contrast, young girls world-wide provided Mattel’s Barbie with 12.3% of votes while Disney’s Frozen secured 9.8%. The findings suggest that, while entertainment engagement is strong for both genders, their preferences differ significantly.
To generalize, young boys appear to prefer the more active super-heroes and gaming formats, while young girls opt for more ‘passive’ watching.
It is clear then that the younger generation have a deep affinity with entertainment brands, especially those that cater to their need for escapism, powers and digital technology, whilst listening to their needs and taking the time to establish strong brand/consumer relationships. The success of this category amongst children seems unwavering and will continue to grow for years to come. Children & their parents have significant buying power, as well as a strong influence on the younger generations to come.
Based on the findings from the 2020 BrandTrends study, brands within other categories and industries can learn valuable lessons about this demographic and how these individuals establish deep connections with brands. By providing the younger generation with multimedia experiences, opportunity for escape and a dedication to customer care, brands can expect to experience huge success in building a loyal brand following and drive real results.