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Licenses such as Tom & Jerry (74 % appeal), Mickey Mouse (66 %), and Bugs Bunny (63 %) count among the most liked licenses among children in the UK, France and Germany. All these licenses share high awareness and broad target group appeal across the kids market. However, more age or gender specific licenses take the lead when it comes to their actual desirability. 58 % of boys find that Spiderman is a hype theme, and 60 % of girls think the same of Hello Kitty.The Kids License Monitor is a quarterly implemented study by the independent German research agency iconkids & youth. The online study was conducted in Germany, the U.K., and France with 1,231 children aged 4 to 12 years. A total of 70 different licenses were 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 currently successful licenses and highlights licenses that have the potential to become a success in the near future: Market developments become transparent and upcoming license trends can be identified. One example: 79 % of the British kids who know the license Marsupilami love it. This shows that there seems to be a promising potential for products of this license. The current 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. If you are interested in this survey, please don’t hesitate to contact Nilufar Amberger, iconkids & youth international research GmbH, n.amberger@iconkids.com |