If you want to succeed in the licensing market, it’s best to use Unisex themes or the boys’ favorites. In the current Kids License Monitor, Frozen is only one of the top ten licenses primarily aimed at girls.

From a child’s point of view, these are the strongest licenses: Among the top 10 hype topics of the last six months were classic unisex licenses such as the Minions, Tom & Jerry, Mickey Mouse and King Julien. Under the top 10 are also the four action-packed boys’ themes Lego Ninjago, Spiderman, Star Wars and Dragons. The Kids License Monitor shows: Girl-only topics are much more difficult to score with young customers.

Kids License Monitor praises girls for their openness

From the organizers’ point of view, this discrepancy exists mainly due to the openness of the girls. Many girls also feel addressed by boys’ topics. Dragons is one example of that. The dragon world reaches a hype value of 55 percent among German boys and 16 percent among girls.  According to the study, boys, on the other hand, are clearly more intolerant. A license that at first glance was exposed as being for girls is usually no longer looked at by a boy at second glance. A total of 1,275 children aged four to twelve years were surveyed in Germany, France and Great Britain for the Kids License Monitor. In addition to the hype factor, the study also examined aspects such as awareness or ownership of 71 license themes from areas such as TV, toys, cinema, books, music or apps.

Countries differ in their preferences for licensing topics

The survey also revealed differences between nations: among the topics of the last six months, Minecraft, the Simpsons, Angry Birds and Harry Potter, for example, are only a real hype in Great Britain. French and German children, on the other hand, have other favorites. Thus, Cars could place itself exclusively in France among the Top 10 of the hype licenses. Mickey Mouse and Tom & Jerry are only a hit with German children. It is also important to differentiate between the different countries in terms of gender and age. An example of this is Minecraft. The topic is very popular in Great Britain over a long period of time, namely among seven to twelve-year-old boys. In Germany, on the other hand, the cube-shaped block world is relatively unheard of by primary school children. Minecraft has a high hype character only among the male pre-teens between the ages of ten and twelve.


You might be also interested in:

Fire and flame: PLAYMOBIL with new licensed product

Balancing act – how to come together in the licensing business

This year’s Guangzhou Toy & Hobby China focuses on animation licenses and licensed characters


Link: www.iconkids.com

Image: Mattel