The “Marken-Kinder 2019” study examined brand loyalty among children and parents. Influencers are becoming increasingly important.

German retailers achieved sales of around 3.3 billion euros with toys in 2018. This is a slight increase compared to the previous year. Steffen Kahnt, Managing Director of the German Toy Trade Association (BVS): “The toy boom took a break last year. All the more reason for us to be pleased that the Germans have recently spent more on toys again”. Products for toddlers and preschool children are particularly in demand, accounting for a good fifth of sales. This is followed by kits (18 percent), games and puzzles (13 percent) as well as electronic toys and plush (ten percent each). But why do children and parents choose a particular toy? How can manufacturers and retailers arouse customer interest? This important process of brand loyalty was examined in the “Brand Children 2019” study.

What role does the media play in brand loyalty?

In cooperation with the congress “Kids.Teens & Marke“, the agency “The Kids Group” analysed, among other things, the attitudes of children and parents. The importance of influencers for brand loyalty was also part of the study, in which more than 500 children under the age of 14 and more than 1,100 parents took part. First, the experts looked into the question of where children get to know brands. At kindergarten age, television is the most important source with a good 50 percent. For many brands – whether from the toy, food or clothing industry – it is therefore important to be present here. When young customers of primary or secondary school age have access to the Internet, this digital medium becomes increasingly important for getting to know brands. At the age of twelve, the World Wide Web has overtaken television in terms of brand loyalty.

Prominent advocates are becoming increasingly important in adolescence

Closely related persons also play a major role in brand loyalty. Even at kindergarten age, boys and girls get to know new products much more often at their friends than at home. The age difference is evident in the question of which people have an influence on whether children find a brand particularly good. Parents are particularly important at kindergarten age. At primary school age, friends are becoming more and more important. When the children are 14 years old, celebrities and stars have the same level of influence as their parents. It is therefore particularly important for manufacturers of children’s products and toys to convince parents of their offers. On the threshold to puberty, on the other hand, it is important to focus more on cooperation with prominent advocates. Influencers and social media channels are becoming increasingly important here. According to the study, almost 80 percent of children between the ages of 11 and 14 use YouTube for information.

Using well-known influencers for brand loyalty

More than one in three children in the study stated that they had ever bought a product recommended by an influencer. The best-known influencers include Dagi-Bee, Bibi, Julien and Lochis. Especially frequent are articles on music, fashion and styling, toys and computer games. The experts recommend product placement, testimonials and product use as marketing measures for brand loyalty in order to reach children as a target group. Analysts at Goldmedia predict that influencer marketing will generate sales of almost one billion euros by next year. Linda van Rennings, social media expert at the Bitkom digital association, comments on the fascination of influencers: “Influencers are part of the digital world today. They take their fans with them through their everyday lives, on trips or parties and, as social media stars, have an enormous reach. Influencers also have a great responsibility to their followers because they can communicate directly with them and thus exert influence.”


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Link: The study “Marken-Kinder 2019” provides information on brand loyalty.

Image: Ravensburger