In the European kids market it is very rare that licenses are equally strong in different countries and addresses all target groups the same way. This is proven by the latest wave of the Kids License Monitor, a study by the independent German research agency iconkids & youth. Monsters University by Disney, for example, seems to score comparably in Germany, France (67% appeal each) and Great Britain (73%). A second look reveals that the license is unisex in the U.K. (boys: 72% / girls 74%), but in Germany boys clearly like it better (boys: 75% / girls 58%) whereas in France girls like it more than boys (boys 65% / girls 70%).

There are also significant differences in license appeal when it comes to age groups and gender: In Germany and the U.K. Dragons clearly addresses boys aged 7 to 9 while in France also boys aged 10 to 12 are into it. And Minnie Mouse is a star among pre-school girls in Great Britain and France but in Germany it also scores high amongst 7 to 9 year old girls.

The Kids License Monitor is implemented as a quarterly online study in Germany, the U.K., and France with 1,228 children aged 4 to 12 years. A total of 72 different licenses are analyzed in all relevant dimensions, including the licenses' awareness, appeal, market status, category fit, or ownership of products.

The Kids License Monitor provides a reliable and transparent data base for the license market. It indicates which licenses are currently successful, and it highlights which licenses have the potential to become successful in the near future: Market developments become transparent and upcoming license trends can be identified.

One example: 77% of the British kids who know the license Penguins of Madagascar love it but only 14% own products of this license yet. This shows that there seems to be a promising potential for merchandising.

The latest issue of the Kids License Monitor is now available. LIMA members are entitled to a 49% discount on a yearly subscription and a 45% discount on each single wave of the Kids License Monitor.