The League will offer global insight, strategy and creative solutions to family brands; first collaboration is the European Family Life survey.
Kids Industries has joined forces with like-minded agencies in France, Germany and Spain to create The League.
The League is a European industry network with the goal of offering international solutions in research and surveys, social media, brand strategy and design and innovation to companies, NGOs and institutions all over the world.
It currently consists of Kids Industries (UK), Com des Enfants (France), KB&B (Germany) and The Modern Kids & Family (Spain), with plans to bring on additional agencies through 2021.
“The League means we can exchange insights and opinions across borders to the benefit of all five agencies, and share that insight with clients in FMCG, gaming, entertainment, not for profit and travel,” said Gary Pope, ceo and co-founder of Kids Industries. “But more importantly, it means we can harness our collective agency power to activate European-wide brand campaigns for clients and call on recommend trusted local partners with whom we share a core vision and values when our clients want to expand into new markets. This move is part of our ambitious growth plan for KI in 2021 and beyond.”
The League’s first collaborative insight piece is a survey of 771 parents across UK and FIGS which takes a deep dive into Family Life in Europe, shining a light on the differences and commonalties across the continent.
Gary continued: “The report shows there are marked differences in children’s and parents’ preferences from one to country to the next, which supports our ethos that our thinking about marketing to children and families should be equally differentiated.
“That’s what we stand for with The League, and that’s why we have all come together to create this valuable agency network.”
Some of the highlights from European Family Life include:
Family time
- German and French families spend the majority of their shared time together at dinner (86% and 63%, respectively).
- Brits spend the biggest chunk of their shared family time watching movies on TV (81%)
- In Spain (79%) and Italy (65%), family outings come top.
Shopping behaviour
There are two distinct camps when it comes to the origin of children’s shopping preference:
- Respondents in Spain (34%), France (32%) and the UK (28%) think children are most strongly influenced by their parents.
- In Germany (33%) and Italy (26%), respondents say children are most influenced by their friends.
Parental priorities
- More than half of Germans (57%) regard sustainability as important when it comes to products for children, second to educational value (46%).
- In all other countries Spain (62%), Italy (49%), France (43%), and the UK (43%), the product’s educational value is the top priority.
Child’s say
Children have the most say about toys, clothes and stationery. These are often linked to characters and stories they have seen in books, on TV and in films.
Children’s participation in making purchase-decisions is strongest when it comes to toys – especially in Germany, where they are involved in 82% of such decisions (the highest international percentage).
Buying clothes comes in second place (70%), followed by stationery (56%). Across all markets, more than one in three children are attracted by character licensing. In the UK it’s 45%, 43% in Italy, 42% in Spain, 35% in Germany and 33% in France.
You can find out further details on The League by clicking on this link.
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