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New consumer award category revealed for The Licensing Awards 2021

The Insights Family has asked kids (aged 3-12) about their favourite video games, TV shows, movies and YouTubers for the new What Kids Love Award.

In a first of its kind, a new consumer award category has been revealed for The Licensing Awards 2021 today (26 July), in collaboration with kids’ market intelligence specialist The Insights Family.

The company – which speaks to more than half a million kids and parents every year – has asked kids aged 3-12 about their favourite video games, TV shows, movies and YouTubers for the new What Kids Love Award. It is utilising its Kids Insights dataset, which is the most comprehensive and dynamic available.

The Insights Family asked the kids whether they have bought – or intend to buy – any licensed merchandise related to their favourites. The list of options includes toys, clothing, books, magazines and comics, board games, food, stationery, stickers, toiletries, collectables, posters, homeware, greeting cards and face masks.

To pick out the winners, The Insights Family’s research and data science teams have analysed the brands with the highest purchase (or purchase intent) power for kids aged 3-12 in the UK, over the last year.

The finalists are as follows:

  • Avengers
  • Batman
  • Frozen
  • Harry Potter
  • Minecraft
  • PAW Patrol
  • Peppa Pig
  • [The] Simpsons
  • SpongeBob SquarePants
  • Star Wars


Nick Richardson, founder and ceo at The Insights Family, commented: “We are delighted to be extending our long-term partnership with The Licensing Awards and for the first time in its history, there will be award based on the voice of kids.”

Ian Hyder, joint md of Max Publishing, which owns and organises The Licensing Awards, added: “It’s great to welcome the first ever consumer accolade into The Licensing Awards this year. We know how passionate children can be about their favourite brands so we are looking forward to unveiling the winner in September.”

The winner of the What Kids Love Award will be crowned along with the winners in the Product, Property, Retail and special awards categories at The Licensing Awards 2021 on Tuesday 14 September, with the event returning to The Great Room at the Grosvenor House Hotel, London. You can view the finalists in all the other categories by clicking here.

Tickets and tables for The Licensing Awards 2021 can be reserved quickly and securely online by visiting or by contacting Clare Hollick at Create Events: or +44 (0)1183 340085.

For sponsorship, entry enquiries or general questions regarding The Licensing Awards, please contact Ian Hyder, Jakki Brown or Rob Willis.

Want to read more news like this? Simply sign up to our daily digest in the box below. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

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