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LIMA unveils latest Kidz Global study

Trade body reveals kids’ favourite brands and characters across eight countries.

LIMA has taken the wraps off the latest Kidz Global Study, which highlights kids’ favourite brands and characters across eight countries.

The reports – available exclusively to LIMA members – cover Australia, China, France, Germany, Italy, Spain, the UK and the US.

Each report breaks down favourite brands by age, gender and category (including books, cartoons, celebrities, comics, fashion, movies, music, sports personalities and clubs, toys, TV shows and video games/apps).

As a small taster, in the UK for children aged 0-2 Peppa Pig is the most mentioned licence by a clear margin. For 3-6, PAW Patrol and Frozen lead the way, while for 7-9 it’s LEGO, closely followed by Harry Potter.

Once the 10-14 age group is reached, Nike has taken over from character brands. 

Interesting switches in the US report see Mickey Mouse, Barbie and Nike take the spoils in the respective age groups.

The BrandTrends report collects data four times a year, with all countries being surveyed in April and October.

From this month, the list of countries for which reports will be issued is increasing to 42, while the reports will also include responses for 15-25 year olds. Previously, data has only been reported for ages 0-2, 3-6, 7-9 and 10-14.

LIMA members can access the reports by heading to the official website.

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