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The What Kids Love Award returns for The Licensing Awards 2022

The Licensing Awards 2022 is once again collaborating with kids and parents market intelligence specialist The Insights Family on the consumer What Kids Love award at this year’s event.

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

  • Among Us
  • Encanto
  • Fortnite
  • Minecraft
  • PAW Patrol
  • Peppa Pig
  • Pokémon
  • Roblox
  • Sonic the Hedgehog
  • Spider-Man
  • SpongeBob SquarePants
  • The Simpsons


Nick Richardson, founder of The Insights Family, commented: “We are delighted to be continuing our collaboration with The Licensing Awards to bring the voices of kids to the fore and recognise brand owners for their work to create properties which kids love. A huge congratulations to all of the 12 finalists and I very much look forward to unveiling the winner at what promises to be a fantastic event.”

Ian Hyder, ceo of Max Publishing, which owns and organises The Licensing Awards, added: “The first consumer award at The Licensing Awards proved to be a major success last year, so we are delighted to be teaming up with The Insights Family once more. Kids are discerning customers, 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 victors in the Product, Property, Retail and special awards categories at The Licensing Awards 2022 on Tuesday 13 September, in The Great Room at the Grosvenor House Hotel, London.

Tickets and tables for The Licensing Awards 2022 can be reserved securely online by visiting or by contacting Clare Hollick at Create Events: or +44 (0)1183 340085.

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