country review australia...abc kids popularity (bpi) bpi australia july 2019 boys 3-6 page 6 78% 68%...

© 2018 Kidz Global. All rights reserved.

Country Review

0-14 Years Old

Australia


contentThe BrandTrends Suite provides licensors, agents and licensees

with a full check on the relative awareness, popularity and

merchandise appeal of all the leading Entertainment Brands &

Characters among infants, preschoolers, children and tweens.

The period in 6 points01

Overview02

Boys03

Girls04

Methodology05

About us06


The period in 6 points

Australia - July 2019


The most popular brands The number of different

brands they can identify

The strongest growing brand Likability to reach to be

part of the top 10

The largest potential in

consumer demand32 brands show potential for untapped demand, led

by ABC Kids among boys 0-14 Years Old.

What happened in Austra l ia as of Ju ly 2019?

1

2

3

4

5

6

Lego is the most popular brand among Boys 0-

14 Years Old, followed by Spider-Man.

The largest growth in popularity among Boys 0-

14 Years Old on the period is Superman.

For purchase interest, Lego is the hottest brand,

next come Batman and Spider-Man.

Kids 0-14 know about 228 different brands in July'19,

a change of 25% vs. January'17!

The average likability a brand should reach to be part

of the top 10 is set at 46% for Boys 0-2, 53% for Boys

3-6, 49% for Boys 7-9, 51% for Boys 10-14.

The most wanted product

categories

Australia

July 2019

Boys


Most popular Enterta inment brands among Boys 0 -2 in Austra l ia in Ju ly 2019.

52

47

44

43

41

40

39

38

38

37

The Wiggles

Thomas…

Baby Shark

Bluey

Toy Story

Peppa Pig

Sesame…

Paw Patrol

ABC Kids

Elmo

Popularity (BPI)

BPI

Australia

July 2019

Boys 0-2

54%

50%

38%

34%

34%

30%

29%

29%

28%

28%

Fisher Price

Thomas…

The Wiggles

Paw Patrol

Play-Doh

Mickey…

Cars the…

Toy Story

Elmo

Mega Bloks

Ownership

Ownership

66%

61%

54%

50%

47%

47%

44%

41%

40%

40%

Thomas…

The Wiggles

Fisher Price

Paw Patrol

Sesame…

Elmo

ABC Kids

Cars the…

Toy Story

Play-Doh

Intentions of Purchase

Intentions ofFuture Purchases

5,0

5,0

4,5

4,3

4,1

4,1

4,1

4,0

3,8

3,7

Toy Story

Finding…

Bluey

Mickey…

Fireman…

Cars the…

Batman

Dorothy…

Octonauts

PJ Masks

Different Categories Wanted

Categories

32%

22%

19%

15%

14%

9%

9%

8%

7%

7%

11%

7%

8%

6%

7%

2%

1%

3%

2%

3%

The Wiggles

Thomas…

Peppa Pig

Bluey

Paw Patrol

Play School

Toy Story

PJ Masks

Teletubbies

Sesame…

Unaided Awareness

Total Unaided First

82%

76%

70%

68%

65%

65%

64%

62%

59%

58%

32%

2%

22%

19%

7%

5%

4%

9%

3%

8%

The Wiggles

ABC Kids

Thomas…

Peppa Pig

Sesame…

Bananas…

Elmo

Play School

Baby Shark

PJ Masks

Awareness

Total Awareness

Unaided

60%

53%

51%

42%

50%

42%

45%

38%

41%

38%

Baby Shark

Toy Story

Bluey

Thomas and Friends

The Wiggles

Minions

Mega Bloks

Cars the Movie

Play-Doh

Sesame Street

Attitudes Towards the Brands

Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

21%

18%

15%

13%

10%

10%

8%

8%

7%

7%

13%

8%

8%

5%

5%

4%

3%

2%

2%

2%

The Wiggles

Thomas…

Bluey

Peppa Pig

Paw Patrol

Toy Story

Sesame…

PJ Masks

Batman

Cars the…

Top 3 Favorites

Top 3 Favorites

1St

Spontaneous mentionsSpontaneous mentions



53

50

50

46

46

45

45

44

44

44

Lego

PJ Masks

Paw Patrol

Toy Story

Hot Wheels

Cars the…

Avengers

Batman

Spider-Man

ABC Kids

Popularity (BPI)

BPI

Australia

July 2019

Boys 3-6

78%

68%

65%

64%

64%

61%

60%

56%

54%

53%

Lego

Hot Wheels

Thomas…

Paw Patrol

Batman

Play-Doh

Cars the…

Spider-Man

Minions

Toy Story

Ownership

Ownership

84%

68%

68%

68%

63%

60%

60%

59%

59%

56%

Lego

Batman

Toy Story

Spider-Man

Hot Wheels

Thomas…

Superman

Paw Patrol

Cars the…

Play-Doh



4,7

4,1

3,7

3,7

3,5

3,5

3,4

3,3

3,2

3,2

Avengers

Pokemon

Minions

Spider-Man

Sesame…

PJ Masks

Cars the…

Batman

Thomas…

Paw Patrol


Categories

28%

24%

18%

18%

18%

14%

13%

11%

7%

7%

14%

9%

5%

5%

3%

2%

5%

3%

0%

1%

Paw Patrol

PJ Masks

Spider-Man

Batman

Peppa Pig

Toy Story

Thomas…

Lego

The…

Superman

Unaided Awareness

Total Unaided First

89%

87%

86%

86%

85%

84%

83%

82%

82%

82%

11%

28%

13%

18%

24%

18%

3%

14%

6%

2%

Lego

Paw Patrol

Thomas…

Peppa Pig

PJ Masks

Spider-Man

Minions

Toy Story

Cars the…

ABC Kids

Awareness

Total Awareness

Unaided

64%

62%

58%

52%

48%

46%

49%

53%

52%

48%

Lego

Avengers

Hot Wheels

Cars the Movie

ABC Kids

Tonka

PJ Masks

Marvel

Toy Story

The Incredible Hulk


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

19%

17%

15%

13%

10%

10%

9%

9%

9%

8%

9%

6%

3%

5%

2%

3%

5%

3%

5%

5%

Paw Patrol

PJ Masks

Spider-Man

Lego

Toy Story

Batman

Thomas…

Hot Wheels

Avengers

Bluey

Top 3 Favorites

Top 3 Favorites

1St




58

51

50

47

45

45

44

43

42

42

Lego

Minecraft

Spider-Man

Batman

Marvel

Avengers

Toy Story

Mario Bros

Minions

Transform…

Popularity (BPI)

BPI

Australia

July 2019

Boys 7-9

84%

64%

59%

54%

53%

53%

52%

52%

49%

47%

Lego

Hot Wheels

Cars the…

Minecraft

Batman

Toy Story

Teenage…

Avengers

Superman

Ben 10

Ownership

Ownership

84%

63%

60%

59%

57%

57%

54%

54%

54%

54%

Lego

Batman

Superman

Marvel

NERF

Iron Man

Minecraft

Hot Wheels

Spider-Man

Avengers



4,4

4,2

4,1

4,0

4,0

3,8

3,8

3,6

3,5

3,4

Teenage…

Marvel

Harry Potter

Minions

Thor

Star Wars

Pokemon

Angry Birds

Superman

Iron Man


Categories

30%

16%

14%

11%

10%

9%

9%

9%

8%

8%

12%

6%

5%

2%

5%

2%

3%

3%

3%

2%

Spider-Man

Batman

Minecraft

Lego

Marvel

Toy Story

Superman

Avengers

Fortnite

Harry Potter

Unaided Awareness

Total Unaided First

94%

91%

90%

90%

88%

87%

85%

84%

84%

84%

11%

30%

6%

9%

9%

16%

5%

10%

2%

2%

Lego

Spider-Man

Minions

Toy Story

Superman

Batman

Cars the…

Marvel

Angry Birds

Shrek

Awareness

Total Awareness

Unaided

70%

62%

47%

43%

45%

50%

39%

42%

43%

48%

Lego

Minecraft

Mario Bros

Jurassic World

How to Train Your Dragon

Avengers

Batman

Transformers

Marvel

Toy Story


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

26%

19%

16%

12%

11%

10%

10%

8%

7%

6%

14%

9%

3%

8%

4%

5%

5%

3%

3%

3%

Lego

Minecraft

Spider-Man

Marvel

Batman

Avengers

Fortnite

Star Wars

Harry Potter

Pokemon

Top 3 Favorites

Top 3 Favorites

1St




52

52

51

50

49

47

46

45

45

45

Batman

Spider-Man

Lego

Sony…

Superman

Avengers

Marvel

Jurassic…

Minecraft

X-Men

Popularity (BPI)

BPI

Australia

July 2019

Boys 10-14

66%

58%

54%

54%

54%

53%

53%

52%

52%

50%

Lego

Pokemon

Batman

Superman

Sony…

Uno

Hot Wheels

Ben 10

Spider-Man

NERF

Ownership

Ownership

70%

64%

61%

60%

58%

58%

57%

56%

55%

55%

Lego

Sony…

Captain…

Avengers

Spider-Man

Batman

Fortnite

Superman

Marvel

Microsoft…



3,8

3,3

3,1

2,9

2,8

2,6

2,6

2,5

2,5

2,5

Batman

Jurassic…

Angry Birds

Star Wars

Pokemon

Avengers

Superman

Minecraft

Fortnite

Minions


Categories

25%

17%

16%

13%

12%

11%

10%

8%

7%

7%

8%

5%

4%

4%

7%

3%

3%

2%

2%

2%

Spider-Man

Batman

Superman

Fortnite

Marvel

Iron Man

Harry Potter

Avengers

Star Wars

Minecraft

Unaided Awareness

Total Unaided First

95%

95%

95%

95%

95%

93%

93%

93%

93%

92%

16%

25%

17%

4%

3%

12%

10%

3%

1%

7%

Superman

Spider-Man

Batman

Minions

Sony…

Marvel

Harry Potter

Microsoft…

The…

Lego

Awareness

Total Awareness

Unaided

61%

52%

53%

53%

50%

55%

50%

49%

41%

50%

Sony Playstation

Lego

Jurassic World

Batman

Spider-Man

X-Men

Superman

Avengers

Captain America

Thor


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

17%

16%

14%

12%

11%

11%

10%

9%

8%

7%

10%

11%

3%

4%

6%

7%

3%

2%

3%

2%

Fortnite

Marvel

Batman

Minecraft

Spider-Man

Avengers

Lego

Star Wars

Superman

Harry Potter

Top 3 Favorites

Top 3 Favorites

1St



The most popular brands The number of different

brands they can identify

The strongest growing brand Likability to reach to be

part of the top 10

The largest potential in

consumer demand32 brands show potential for untapped demand,

led by ABC Kids among girls 0-14 Years Old.

What happened in Austra l ia as of Ju ly 2019?

1

2

3

4

5

6

Frozen is the most popular brand among Girls 0-

14 Years Old, followed by Minions.

The largest growth in popularity among Girls 0-

14 Years Old on the period is Minions.

For purchase interest, Lego is the hottest brand,

next come Disney Princess and Minions.

Kids 0-14 know about 228 different brands

in July'19, a change of 25% vs. January'17!

The average likability a brand should reach to

be part of the top 10 is set at 49% for Girls 0-

2, 59% for Girls 3-6, 49% for Girls 7-9, 40% for

Girls 10-14.

The most wanted product

categories

Australia

July 2019

Girls


Most popular Enterta inment brands among Gir ls 0 -2 in Austra l ia in Ju ly 2019.

57

49

45

42

41

39

38

38

38

37

The Wiggles

Peppa Pig

Baby Shark

ABC Kids

Bluey

Sesame…

Mickey…

Fisher Price

Elmo

Bananas…

Popularity (BPI)

BPI

Australia

July 2019

Girls 0-2

57%

43%

41%

41%

36%

36%

31%

30%

28%

28%

Fisher Price

Peppa Pig

The Wiggles

Minnie…

Play-Doh

Mickey…

Disney…

Sesame…

Barbie

Spot

Ownership

Ownership

62%

54%

53%

52%

51%

47%

46%

45%

43%

42%

The Wiggles

Peppa Pig

Fisher Price

Minnie…

ABC Kids

Sesame…

Mickey…

Elmo

Play-Doh

Disney…



5,2

4,9

4,8

4,6

4,6

4,5

4,3

4,3

4,1

4,1

Disney…

My Little…

Bluey

Frozen

PJ Masks

Sesame…

Dorothy…

Peppa Pig

Mickey…

Paw Patrol


Categories

41%

26%

13%

13%

12%

11%

11%

10%

7%

6%

19%

12%

2%

3%

2%

2%

2%

2%

1%

2%

The Wiggles

Peppa Pig

Sesame…

Play School

Bluey

Paw Patrol

PJ Masks

Bananas…

Toy Story

Disney

Unaided Awareness

Total Unaided First

80%

77%

72%

66%

63%

63%

62%

61%

60%

59%

41%

2%

26%

13%

6%

10%

13%

4%

1%

4%

The Wiggles

ABC Kids

Peppa Pig

Sesame…

Elmo

Bananas…

Play School

Baby Shark

Fisher Price

Minnie…

Awareness

Total Awareness

Unaided

63%

53%

55%

48%

48%

49%

44%

50%

42%

39%

Baby Shark

Bluey

The Wiggles

Winnie The Pooh & Friends

Play-Doh

Peppa Pig

Mickey Mouse

ABC Kids

Disney Princess

Fisher Price


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

31%

16%

9%

9%

9%

9%

7%

7%

7%

6%

17%

8%

5%

4%

3%

2%

3%

3%

3%

2%

The Wiggles

Peppa Pig

Disney

Bluey

Barbie

PJ Masks

Fisher Price

Sesame…

Paw Patrol

Frozen

Top 3 Favorites

Top 3 Favorites

1St




57

55

52

51

49

48

48

47

45

44

Frozen

Peppa Pig

PJ Masks

Barbie

ABC Kids

Moana

Paw Patrol

Disney…

My Little…

Minions

Popularity (BPI)

BPI

Australia

July 2019

Girls 3-6

79%

78%

73%

71%

62%

60%

58%

54%

50%

47%

Frozen

Barbie

Play-Doh

Peppa Pig

Lego

My Little…

Disney…

Minnie…

Minions

Paw Patrol

Ownership

Ownership

77%

72%

72%

70%

66%

64%

63%

56%

56%

50%

Frozen

Barbie

Lego

Play-Doh

Disney…

Peppa Pig

My Little…

Minions

Minnie…

PJ Masks



4,9

4,6

4,2

4,1

4,1

3,9

3,8

3,7

3,6

3,4

Disney…

Frozen

Peppa Pig

Paw Patrol

Wonder…

My Little…

Minions

Barbie

The Wiggles

Sesame…


Categories

32%

20%

17%

15%

15%

14%

12%

11%

10%

9%

8%

4%

7%

6%

3%

7%

8%

3%

4%

5%

Peppa Pig

Paw Patrol

PJ Masks

Barbie

Frozen

The Wiggles

Disney

Toy Story

My Little…

Bluey

Unaided Awareness

Total Unaided First

96%

91%

88%

86%

85%

84%

84%

83%

83%

83%

32%

15%

3%

3%

15%

2%

14%

3%

3%

1%

Peppa Pig

Frozen

Mickey…

Minnie…

Barbie

Minions

The Wiggles

ABC Kids

Bananas…

Play-Doh

Awareness

Total Awareness

Unaided

75%

62%

67%

61%

58%

55%

54%

55%

49%

51%

Frozen

Moana

PJ Masks

ABC Kids

Disney Princess

Trolls

Barbie

Play-Doh

Peppa Pig

Minions


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

19%

17%

15%

12%

11%

10%

9%

9%

9%

8%

8%

5%

8%

9%

5%

5%

4%

4%

3%

4%

Peppa Pig

Barbie

Frozen

Disney

Bluey

PJ Masks

The Wiggles

Lego

LoL Surprise

My Little…

Top 3 Favorites

Top 3 Favorites

1St




49

48

47

46

45

45

45

45

43

42

Lego

Frozen

Minions

Lego…

Moana

Disney…

Barbie

Toy Story

Mickey…

My Little…

Popularity (BPI)

BPI

Australia

July 2019

Girls 7-9

72%

71%

64%

62%

60%

57%

56%

56%

49%

48%

Disney…

Barbie

Lego

My Little…

Mickey…

Frozen

Lego…

Shopkins

Minions

LoL Surprise

Ownership

Ownership

66%

63%

60%

58%

55%

55%

53%

49%

49%

47%

Lego

Disney…

Barbie

My Little…

Minions

Lego…

Mickey…

Frozen

Moana

Toy Story



5,8

4,5

4,2

4,1

3,8

3,6

3,6

3,5

3,5

3,3

Disney…

LoL Surprise

Harry Potter

Disney…

Hello Kitty

Pokemon

My Little…

Miraculou…

Barbie

The Smurfs


Categories

20%

15%

11%

10%

9%

9%

9%

7%

7%

6%

3%

3%

5%

3%

4%

1%

5%

2%

4%

3%

Barbie

Frozen

My Little…

Spider-Man

Disney

The Lion…

Harry Potter

Toy Story

Lego

Minecraft

Unaided Awareness

Total Unaided First

93%

92%

90%

88%

87%

85%

85%

85%

84%

83%

15%

20%

7%

4%

7%

3%

3%

11%

Frozen

Barbie

Toy Story

Minions

Lego

Madagascar

Mickey…

Disney…

My Little…

Finding…

Awareness

Total Awareness

Unaided

59%

57%

53%

52%

57%

38%

40%

45%

44%

45%

Lego Friends

Moana

Minions

Disney Princess

Lego

Toy Story

Mickey Mouse

Frozen

Beatrix Potter/Peter Rabbit

Madagascar


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

17%

16%

11%

10%

10%

9%

9%

9%

6%

6%

7%

7%

4%

7%

4%

4%

1%

5%

3%

6%

Barbie

Lego

Disney

Harry Potter

LoL Surprise

Frozen

Minions

Minecraft

My Little…

Cartoon…

Top 3 Favorites

Top 3 Favorites

1St




48

45

45

44

43

42

42

39

39

38

Harry Potter

Toy Story

Minions

Lego

Shrek

Taylor Swift

Frozen

Finding…

Minecraft

Monopoly

Popularity (BPI)

BPI

Australia

July 2019

Girls 10-14

67%

63%

54%

53%

53%

51%

50%

48%

43%

41%

Lego

Barbie

Monopoly

Minions

Mickey…

Frozen

Uno

Disney…

Taylor Swift

My Little…

Ownership

Ownership

57%

55%

55%

55%

51%

50%

50%

47%

46%

44%

Taylor Swift

Lego

Uno

Mickey…

Monopoly

Minions

Harry Potter

Minecraft

Toy Story

Tom & Jerry



3,9

3,8

3,3

3,0

3,0

2,9

2,7

2,7

2,6

2,5

Pokemon

Marvel

Minecraft

The Smurfs

Scooby-Doo

Wonder…

Avengers

Harry Potter

Mickey…

Minions


Categories

19%

11%

11%

8%

8%

8%

7%

6%

5%

5%

11%

2%

2%

3%

2%

3%

1%

0%

1%

1%

Harry Potter

Barbie

Spider-Man

Marvel

Avengers

Disney

The Lion…

Toy Story

Wonder…

Minecraft

Unaided Awareness

Total Unaided First

95%

95%

93%

93%

93%

92%

92%

92%

92%

91%

5%

6%

5%

5%

19%

11%

2%

1%

11%

Minions

Toy Story

Lego

Frozen

Harry Potter

Barbie

Mickey…

Kung Fu…

Spider-Man

Madagascar

Awareness

Total Awareness

Unaided

46%

44%

43%

37%

46%

41%

38%

34%

41%

30%

Minions

Taylor Swift

Toy Story

Shrek

Lego

Harry Potter

Frozen

Monopoly

Finding Dory

Ice Age


Like ita little

Like ita lot

Dislikeit a lot

Dislikeit alittle

16%

10%

10%

9%

8%

7%

7%

5%

5%

5%

10,99%

4,95%

5,49%

4,40%

3,30%

3,85%

1,10%

2,20%

1,65%

2,75%

Harry Potter

Barbie

Disney

Marvel

Minecraft

Avengers

Lego

Frozen

Toy Story

Taylor Swift

Top 3 Favorites

Top 3 Favorites

1St



Overview

Australia - July 2019


Kids 0 -14 know about 228 d i fferent brands in Ju ly '19, a change of 25% vs. January'17!

67 65

7682

72 72 72

87

0

10

20

30

40

50

60

70

80

90

100

Boys 0-2 Girls 0-2 Boys 3-6 Girls 3-6 Boys 7-9 Girls 7-9 Boys 10-14 Girls 10-14

July'19

18

Sp

on

tan

eo

us

men

tio

ns

All different brands mentioned at least twice (x2) on the period

2 16 29 13 5 13 13

Number of different Entertainment brands mentioned by 0-14 Years Old

Vs. January'

17


I n ad d i t ion , th e me nt ion e d b ran d s var y more an d more accord in g to th e ch i ld ’s ge n d e r (an d age ! ) ; s o le s s d u a l - ge n d e r b ran d s , more ge n d e r targete d on e s .

28 2733 33

3949

39 39

26

3333

48

0

20

40

60

80

100

120

140

Kids 0-2 Kids 3-6 Kids 7-9 Kids 10-14

Brands only mentioned by boys Brands mentioned by both boys & girls Brands only mentioned by girls

Sp

on

tan

eo

us

men

tio

ns

All different brands mentioned at least twice (x2) on the period

Number of different Entertainment brands mentioned by 0-14 Years Old according to gender – July'19


Lego is the most favour ite brand spontaneously ment ioned by k ids .

Sp

on

tan

eo

us

men

tio

ns

Australia

July 2019

0-14 Years Old

Lego

Peppa Pig

The Wiggles

Minecraft

Marvel

Spider-Man

DisneyBarbie

Batman

Harry Potter

Paw Patrol

Toy Story

PJ MasksBluey

Avengers

Frozen

Fortnite

Thomas and Friends

Star Wars

Minions

Mickey Mouse

Pokemon

Superman

My Little PonyLoL Surprise

Transformers

Hot Wheels

NERF

The Simpsons

Miraculous: Tales of Ladybug & Cat Noir

Bo

ysB

oys

Gir

ls

7-14 years old

0-6 years old


Boys


Netf l ix i s the f i rst source used by Boys 0 -14 Years Old for watching v ideo content .

78%

35%

25%

10%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

74%

30%

22%18%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

80%

31%

19%

13%9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

78%

30%

22%

16%12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

Streaming sources used to watch content (shows, movies, other videos)

Australia

July 2019

Boys

Boys 0-2 Boys 3-6 Boys 7-9 Boys 10-14


Le go i s th e most p op u lar b ran d amon g B oys 0 - 14 Ye ars O ld , fo l lowe d by Sp id e r -Man .

52

47

44

43

41

40

39

38

38

37

The Wiggles

Thomas andFriends

Baby Shark

Bluey

Toy Story

Peppa Pig

SesameStreet

Paw Patrol

ABC Kids

Elmo

Australia

July 2019

Boys

53

50

50

46

46

45

45

44

44

44

Lego

PJ Masks

Paw Patrol

Toy Story

Hot Wheels

Cars theMovie

Avengers

Batman

Spider-Man

ABC Kids

58

51

50

47

45

45

44

43

42

42

Lego

Minecraft

Spider-Man

Batman

Marvel

Avengers

Toy Story

Mario Bros

Minions

Transformers

52

52

51

50

49

47

46

45

45

45

Batman

Spider-Man

Lego

SonyPlaystation

Superman

Avengers

Marvel

JurassicWorld

Minecraft

X-Men

Top 10 most popular brands (Brand Popularity Index)


Th e la rge st g rowth in p op u lar i ty amon g B oys 0 - 14 Ye ars O ld on th e p e r iod i s Su p e rman .

BPI

Nota: Comments in the title are based on the total of the 4 age groups. Individual groups are shown on the charts.


32%

22%

19%

15%

14%

9%

9%

8%

7%

7%

11%

7%

8%

6%

7%

2%

1%

3%

3%

2%

The Wiggles

Thomas andFriends

Peppa Pig

Bluey

Paw Patrol

Play School

Toy Story

PJ Masks

SesameStreet

Teletubbies

Australia

July 2019

Boys

28%

24%

18%

18%

18%

14%

13%

11%

7%

7%

14%

9%

5%

3%

5%

2%

5%

3%

1%

0%

Paw Patrol

PJ Masks

Spider-Man

Peppa Pig

Batman

Toy Story

Thomas and Friends

Lego

Superman

The Incredible Hulk

30%

16%

14%

11%

10%

9%

9%

9%

8%

8%

12%

6%

5%

2%

5%

3%

2%

3%

2%

3%

Spider-Man

Batman

Minecraft

Lego

Marvel

Superman

Toy Story

Avengers

Harry Potter

Fortnite

25%

17%

16%

13%

12%

11%

10%

8%

7%

7%

8%

5%

4%

4%

7%

3%

3%

2%

2%

2%

Spider-Man

Batman

Superman

Fortnite

Marvel

Iron Man

Harry Potter

Avengers

Star Wars

Minecraft

Top 10 most mentioned brands (% of respondents)

Sp

on

tan

eo

us

men

tio

ns

S p i d e r - M a n i n g e n e ra l g e t s t h e m o s t m e n t i o n s i n u n a i d e d a w a re n e s s , fo l l o w e d b y B a t m a n a m o n g B o y s 0 - 1 4 Ye a rs O l d .Sp id e r - Man i s th e on e gett in g th e la rge st p rop ort ion o f top - of - min d me nt ion s .


Total Unaided First



I n tota l aware n e s s , Le go i s th e most re cog n ize d b ran d , kn own by 68% of th e B oys 0- 14 Ye ars O ld .

82%

76%

70%

68%

65%

65%

64%

62%

59%

58%

32%

2%

22%

19%

7%

5%

4%

9%

3%

8%

The Wiggles

ABC Kids

Thomas andFriends

Peppa Pig

SesameStreet

Bananas inPyjamas

Elmo

Play School

Baby Shark

PJ Masks

Australia

July 2019

Boys

89%

87%

86%

86%

85%

84%

83%

82%

82%

82%

11%

28%

13%

18%

24%

18%

3%

14%

6%

2%

Lego

Paw Patrol

Thomas andFriends

Peppa Pig

PJ Masks

Spider-Man

Minions

Toy Story

Cars theMovie

ABC Kids

94%

91%

90%

90%

88%

87%

85%

84%

84%

84%

11%

30%

6%

9%

9%

16%

5%

10%

2%

2%

Lego

Spider-Man

Minions

Toy Story

Superman

Batman

Cars theMovie

Marvel

Angry Birds

Shrek

95%

95%

95%

95%

95%

93%

93%

93%

93%

92%

16%

25%

17%

4%

3%

12%

10%

3%

1%

7%

Superman

Spider-Man

Batman

Minions

SonyPlaystation

Marvel

Harry Potter

MicrosoftXbox

TheIncredible

Hulk

Lego

Top 10 most known brands (% of respondents)

I n ge n e ra l , 10 b ran d s are kn own by ove r 90% of th e B oys 0 - 14 Ye ars O ld .


Total Awareness Unaided Awareness



Th e b e st l i ke d b ran d s by ave rage b ran d att i tu d e s core s a re B aby Sh ark , Le go, Le go, Sony P laystat ion .

60%

53%

51%

42%

50%

42%

45%

38%

41%

38%

Baby Shark

Toy Story

Bluey

Thomas and Friends

The Wiggles

Minions

Mega Bloks

Cars the Movie

Play-Doh

Sesame Street

Australia

July 2019

Boys

Top 10 most liked brands (% of respondents aware)

64%

62%

58%

52%

48%

46%

49%

53%

52%

48%

Lego

Avengers

Hot Wheels

Cars the Movie

ABC Kids

Tonka

PJ Masks

Marvel

Toy Story

The Incredible Hulk

70%

62%

47%

43%

45%

50%

39%

42%

43%

48%

Lego

Minecraft

Mario Bros

Jurassic World

How to Train Your Dragon

Avengers

Batman

Transformers

Marvel

Toy Story

61%

52%

53%

53%

50%

55%

50%

49%

41%

50%

Sony Playstation

Lego

Jurassic World

Batman

Spider-Man

X-Men

Superman

Avengers

Captain America

Thor

Like it a little Like it a lot Dislike it a lot Dislike it a little

The ave rage l i kab i l i ty a brand s hou ld re ach to be part o f the top 10 i s s et at 46% for B oys 0 - 2 , 53% for B oys 3 - 6 , 49% for B oys 7 - 9 , 51% for B oys 10 - 14 .




Th e Wig g le s gets th e most vote s for b e in g amon g B oys 0 - 2 Top 3 favou r i te s , fo l lowe d by Paw Patro l among B oys 3 - 6 and Le go among B oys 7 - 9 and Fortn i te amon g B oys 10 - 14 .

21%

18%

15%

13%

10%

10%

8%

8%

7%

7%

13%

8%

8%

5%

5%

4%

3%

2%

2%

2%

The Wiggles

Thomas and Friends

Bluey

Peppa Pig

Paw Patrol

Toy Story

Sesame Street

PJ Masks

Batman

Cars the Movie

Australia

July 2019

Boys

Top 10 favourite brands (% of respondents)

19%

17%

15%

13%

10%

10%

9%

9%

9%

8%

9%

6%

3%

5%

2%

3%

5%

3%

5%

5%

Paw Patrol

PJ Masks

Spider-Man

Lego

Toy Story

Batman

Thomas andFriends

Hot Wheels

Avengers

Bluey

26%

19%

16%

12%

11%

10%

10%

8%

7%

6%

14%

9%

3%

8%

4%

5%

5%

3%

3%

3%

Lego

Minecraft

Spider-Man

Marvel

Batman

Avengers

Fortnite

Star Wars

Harry Potter

Pokemon

17%

16%

14%

12%

11%

11%

10%

9%

8%

7%

10%

11%

3%

4%

6%

7%

3%

2%

3%

2%

Fortnite

Marvel

Batman

Minecraft

Spider-Man

Avengers

Lego

Star Wars

Superman

Harry Potter

Sp

on

tan

eo

us

men

tio

ns


1 st Top 3 Favorites

Le go a l s o att racts th e most ' top favou r i te b ran d ' s p ontan e ou s me nt ion s .



Th e b ran d s wi th th e h ig h e st own e rs h ip rate s a re Le go, Hot Wh e e ls , B atman.

54%

50%

38%

34%

34%

30%

29%

29%

28%

28%

Fisher Price

Thomas andFriends

The Wiggles

Paw Patrol

Play-Doh

MickeyMouse

Cars theMovie

Toy Story

Elmo

Mega Bloks

Australia

July 2019

Boys

Top 10 Ownership (% of respondents)

78%

68%

65%

64%

64%

61%

60%

56%

54%

53%

Lego

Hot Wheels

Thomas andFriends

Paw Patrol

Batman

Play-Doh

Cars theMovie

Spider-Man

Minions

Toy Story

84%

64%

59%

54%

53%

53%

52%

52%

49%

47%

Lego

Hot Wheels

Cars theMovie

Minecraft

Batman

Toy Story

TeenageMutant

Ninja…

Avengers

Superman

Ben 10

66%

58%

54%

54%

54%

53%

53%

52%

52%

50%

Lego

Pokemon

Batman

Superman

SonyPlaystation

Uno

Hot Wheels

Ben 10

Spider-Man

NERF

Ownership

Toy S tor y s h ows th e st ron ge st g rowth in own e rs h ip on th e p ast p e r iod .




For p u rch as e inte re st , Le go i s th e h otte st b ran d , n ext come B atman an d Sp id e r -Man .

66%

61%

54%

50%

47%

47%

44%

41%

40%

40%

Thomas andFriends

The Wiggles

Fisher Price

Paw Patrol

SesameStreet

Elmo

ABC Kids

Cars theMovie

Toy Story

Play-Doh

Australia

July 2019

Boys

Top 10 most wanted brands (% of respondents aware)

84%

68%

68%

68%

63%

60%

60%

59%

59%

56%

Lego

Batman

Toy Story

Spider-Man

Hot Wheels

Thomas andFriends

Superman

Paw Patrol

Cars theMovie

Play-Doh

84%

63%

60%

59%

57%

57%

54%

54%

54%

54%

Lego

Batman

Superman

Marvel

NERF

Iron Man

Minecraft

Hot Wheels

Spider-Man

Avengers

70%

64%

61%

60%

58%

58%

57%

56%

55%

55%

Lego

Sony Playstation

Captain America

Avengers

Spider-Man

Batman

Fortnite

Superman

Marvel

Microsoft Xbox

Capta in Ame r ica s h ows th e st ron ge st g rowth for p u rch as e inte nt ion s amon g b oys 0 - 14 Ye a rs O ld .


Intentions of Future Purchases

No b ran d s e nte rs th e top 10 vs . p ast p e r iod .



32 b ran d s s h ow p ote nt ia l for u ntap p e d d e man d , le d by AB C K id s amon g b oys 0 - 14 Ye ars O ld .

33%

28%

27%

24%

23%

20%

19%

18%

17%

16%

Bluey

ABC Kids

Bananas in Pyjamas

Baby Shark

The Wiggles

Sesame Street

Dorothy the Dinosaur

Elmo

Fireman Sam

Thomas and Friends

Australia

July 2019

Boys

Consumer demand gap (Purchase Intention - Ownership)

28%

21%

18%

15%

15%

14%

14%

13%

12%

12%

Play School

ABC Kids

Octonauts

Toy Story

Superman

FiremanSam

Transformers

TeenageMutant

Ninja…

FindingDory

Spider-Man

24%

19%

18%

18%

17%

17%

17%

12%

11%

11%

X-Men

Marvel

Iron Man

JurassicWorld

Harry Potter

How toTrain Your

Dragon

CaptainAmerica

CaptainUnderpants

Thor

Superman

24%

22%

22%

19%

18%

18%

17%

15%

15%

13%

Cartoon Network

Iron Man

Avengers

Marvel

Fortnite

Aquaman

Harry Potter

Microsoft Xbox

X-Men

Captain America

Consumer Demand Gap


Un o i s los in g market p re s e n ce , as i t s con s u me r d e man d gap s h ows a n e gat ive -18%.



Toy Story shows the strongest l icensing potent ia l , as boys 0 -14 Years Old would consider the brand on 5 d i fferent product categor ies .

5,0

5,0

4,5

4,3

4,1

4,1

4,1

4,0

3,8

3,7

Toy Story

FindingNemo

Bluey

MickeyMouse

FiremanSam

Cars theMovie

Batman

Dorothy theDinosaur

Octonauts

PJ Masks

Australia

July 2019

Boys

Number of Different Categories Wanted

4,7

4,1

3,7

3,7

3,5

3,5

3,4

3,3

3,2

3,2

Avengers

Pokemon

Minions

Spider-Man

SesameStreet

PJ Masks

Cars theMovie

Batman

Thomas andFriends

Paw Patrol

4,4

4,2

4,1

4,0

4,0

3,8

3,8

3,6

3,5

3,4

TeenageMutant

Ninja…

Marvel

Harry Potter

Minions

Thor

Star Wars

Pokemon

Angry Birds

Superman

Iron Man

3,8

3,3

3,1

2,9

2,8

2,6

2,6

2,5

2,5

2,5

Batman

JurassicWorld

Angry Birds

Star Wars

Pokemon

Avengers

Superman

Minecraft

Fortnite

Minions


Amon g th e 10 most wante d b ran d s th e h ig h e st ave rage n u mb e r o f d i f fe re nt product cate gor ie s i s 5 , compare d to the lowe st ave rage of 2 ,5 among boys 0 - 14 Ye ars O ld .

CategoriesNota: Comments in the title are based on the total of the 4 age groups. Individual groups are shown on the charts.


Girls


Netf l ix i s the f i rst source used by Gir ls 0 -14 Years Old for watching v ideo content .

74%

27%

20%

10%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

77%

32%

24%

16%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

78%

34%

26%

15%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

74%

29%

17%

7% 7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

% R

esp

on

den

ts

Streaming sources used to watch content (shows, movies, other videos)

Australia

July 2019

Girls

Girls 0-2 Girls 3-6 Girls 7-9 Girls 10-14


57

49

45

42

41

39

38

38

38

37

The Wiggles

Peppa Pig

Baby Shark

ABC Kids

Bluey

Sesame Street

Mickey Mouse

Fisher Price

Elmo

Bananas in Pyjamas

Australia

July 2019

Girls

57

55

52

51

49

48

48

47

45

44

Frozen

Peppa Pig

PJ Masks

Barbie

ABC Kids

Moana

Paw Patrol

DisneyPrincess

My LittlePony

Minions

49

48

47

46

45

45

45

45

43

42

Lego

Frozen

Minions

Lego Friends

Moana

Disney Princess

Barbie

Toy Story

Mickey Mouse

My Little Pony

48

45

45

44

43

42

42

39

39

38

Harry Potter

Toy Story

Minions

Lego

Shrek

Taylor Swift

Frozen

FindingDory

Minecraft

Monopoly

Top 10 most popular brands (Brand Popularity Index)


Froze n i s th e most p op u lar b ran d amon g G i r l s 0 - 14 Ye ars O ld , fo l lowe d by Min ion s .Th e la rge st g rowth in p op u lar i ty amon g G i r l s 0 - 14 Ye ars O ld on th e p e r iod i s Min ion s .

BPI



Pe p p a P i g i n g e n e ra l g e t s t h e m o s t m e n t i o n s i n u n a i d e d a w a re n e s s , fo l l o w e d b y T h e W i g g l e s a m o n g G i r l s 0 - 1 4 Ye a rs O l d .

41%

26%

13%

13%

12%

11%

11%

10%

7%

6%

19%

12%

3%

2%

2%

2%

2%

2%

1%

2%

The Wiggles

Peppa Pig

Play School

SesameStreet

Bluey

PJ Masks

Paw Patrol

Bananas inPyjamas

Toy Story

Disney

Australia

July 2019

Girls

32%

20%

17%

15%

15%

14%

12%

11%

10%

9%

8%

4%

7%

3%

6%

7%

8%

3%

4%

5%

Peppa Pig

Paw Patrol

PJ Masks

Frozen

Barbie

The Wiggles

Disney

Toy Story

My LittlePony

Bluey

20%

15%

11%

10%

9%

9%

9%

7%

7%

6%

3%

3%

5%

3%

4%

5%

1%

4%

2%

3%

Barbie

Frozen

My LittlePony

Spider-Man

Disney

Harry Potter

The Lion King

Lego

Toy Story

Minecraft

19%

11%

11%

8%

8%

8%

7%

6%

5%

5%

11%

2%

2%

3%

3%

2%

1%

0%

1%

1%

Harry Potter

Spider-Man

Barbie

Marvel

Disney

Avengers

The Lion King

Toy Story

Minecraft

Wonder Woman

Top 10 most mentioned brands (% of respondents)

Sp

on

tan

eo

us

men

tio

ns

Total Unaided First

Th e Wig g le s i s th e on e gett in g th e la rge st p rop ort ion o f top - of - min d me nt ion s .

T h e L i o n K i n g m a ke s i t n ow t o t h e t o p 1 0 m o st s p o ntan e o u s l y m e n t i on e d b ran ds a m o n g G i r l s 0 - 1 4 Ye a rs O l d .




I n tota l aware n e s s , F roze n i s th e most re cog n ize d b ran d , kn own by 69% of th e G ir l s 0 - 14 Ye ars O ld .

80%

77%

72%

66%

63%

63%

62%

61%

60%

59%

41%

2%

26%

13%

6%

10%

13%

4%

1%

4%

The Wiggles

ABC Kids

Peppa Pig

Sesame Street

Elmo

Bananas in Pyjamas

Play School

Baby Shark

Fisher Price

Minnie Mouse

Australia

July 2019

Girls

96%

91%

88%

86%

85%

84%

84%

83%

83%

83%

32%

15%

3%

3%

15%

2%

14%

3%

3%

1%

Peppa Pig

Frozen

MickeyMouse

MinnieMouse

Barbie

Minions

The Wiggles

ABC Kids

Bananas inPyjamas

Play-Doh

93%

92%

90%

88%

87%

85%

85%

85%

84%

83%

15%

20%

7%

4%

7%

3%

3%

11%

Frozen

Barbie

Toy Story

Minions

Lego

Madagascar

Mickey Mouse

Disney Princess

My Little Pony

Finding Dory

95%

95%

93%

93%

93%

92%

92%

92%

92%

91%

5%

6%

5%

5%

19%

11%

2%

1%

11%

Minions

Toy Story

Lego

Frozen

Harry Potter

Barbie

MickeyMouse

Kung FuPanda

Spider-Man

Madagascar

Top 10 most known brands (% of respondents)

I n ge n e ra l , 11 b ran d s are kn own by ove r 90% of th e G i r l s 0 - 14 Ye ars O ld .

Total Awareness Unaided Awareness




Th e b e st l i ke d b ran d s by ave rage b ran d att i tu d e s core s a re B aby Sh ark , F roze n , Le go Fr ie n d s , Min ion s .

63%

53%

55%

48%

48%

49%

44%

50%

42%

39%

Baby Shark

Bluey

The Wiggles

Winnie The Pooh & Friends

Play-Doh

Peppa Pig

Mickey Mouse

ABC Kids

Disney Princess

Fisher Price

Australia

July 2019

Girls

Top 10 most liked brands (% of respondents aware)

75%

62%

67%

61%

58%

55%

54%

55%

49%

51%

Frozen

Moana

PJ Masks

ABC Kids

Disney Princess

Trolls

Barbie

Play-Doh

Peppa Pig

Minions

59%

57%

53%

52%

57%

38%

40%

45%

44%

45%

Lego Friends

Moana

Minions

Disney Princess

Lego

Toy Story

Mickey Mouse

Frozen

Beatrix Potter/Peter Rabbit

Madagascar

46%

44%

43%

37%

46%

41%

38%

34%

41%

30%

Minions

Taylor Swift

Toy Story

Shrek

Lego

Harry Potter

Frozen

Monopoly

Finding Dory

Ice Age

The ave rage l i kab i l i ty a brand s hou ld re ach to be part o f the top 10 i s s et at 49% for G i r l s 0 - 2 , 59% for G i r l s 3 - 6 , 49% for G i r l s 7 - 9 , 40% for G i r l s 10 - 14 .


Like it a little Like it a lot Dislike it a lot Dislike it a little



Th e Wig g le s gets th e most vote s for b e in g amon g G i r l s 0 - 2 Top 3 favou r i te s , fo l lowe d by Pe ppa P ig among G i r l s 3 - 6 and B arb ie among G i r l s 7 - 9 and Harr y Potte r amon g G i r l s 10 - 14 .

31%

16%

9%

9%

9%

9%

7%

7%

7%

6%

17%

8%

5%

4%

3%

2%

3%

3%

3%

2%

The Wiggles

Peppa Pig

Disney

Bluey

Barbie

PJ Masks

Fisher Price

SesameStreet

Paw Patrol

Frozen

Australia

July 2019

Girls

Top 10 favourite brands (% of respondents)

19%

17%

15%

12%

11%

10%

9%

9%

9%

8%

8%

5%

8%

9%

5%

5%

4%

4%

3%

4%

Peppa Pig

Barbie

Frozen

Disney

Bluey

PJ Masks

The Wiggles

Lego

LoL Surprise

My Little Pony

17%

16%

11%

10%

10%

9%

9%

9%

6%

6%

7%

7%

4%

7%

4%

4%

1%

5%

3%

6%

Barbie

Lego

Disney

Harry Potter

LoL Surprise

Frozen

Minions

Minecraft

My Little Pony

Cartoon Network

16%

10%

10%

9%

8%

7%

7%

5%

5%

5%

11%

5%

5%

4%

3%

4%

1%

2%

2%

3%

Harry Potter

Barbie

Disney

Marvel

Minecraft

Avengers

Lego

Frozen

Toy Story

Taylor Swift

Sp

on

tan

eo

us

men

tio

ns

1 st Top 3 Favorites


Dis n ey a l s o att racts th e most ' top favou r i te b ran d ' s p ontan e ou s me nt ion s .



Th e b ran d s wi th th e h ig h e st own e rs h ip rate s a re B arb ie , D is n ey Pr in ce s s , Le go .

57%

43%

41%

41%

36%

36%

31%

30%

28%

28%

Fisher Price

Peppa Pig

The Wiggles

MinnieMouse

Play-Doh

MickeyMouse

DisneyPrincess

SesameStreet

Barbie

Spot

Australia

July 2019

Girls

Top 10 Ownership (% of respondents)

79%

78%

73%

71%

62%

60%

58%

54%

50%

47%

Frozen

Barbie

Play-Doh

Peppa Pig

Lego

My LittlePony

DisneyPrincess

MinnieMouse

Minions

Paw Patrol

72%

71%

64%

62%

60%

57%

56%

56%

49%

48%

DisneyPrincess

Barbie

Lego

My LittlePony

MickeyMouse

Frozen

LegoFriends

Shopkins

Minions

LoL Surprise

67%

63%

54%

53%

53%

51%

50%

48%

43%

41%

Lego

Barbie

Monopoly

Minions

Mickey Mouse

Frozen

Uno

Disney Princess

Taylor Swift

My Little Pony

Ownership

Mickey Mou s e s h ows th e st ron ge st g rowth in own e rs h ip on th e p ast p e r iod .




For purchas e inte re st , Le go i s the hotte st brand , next come Dis ney Pr ince s s and Min ion s .

62%

54%

53%

52%

51%

47%

46%

45%

43%

42%

The Wiggles

Peppa Pig

Fisher Price

MinnieMouse

ABC Kids

SesameStreet

MickeyMouse

Elmo

Play-Doh

DisneyPrincess

Australia

July 2019

Girls

Top 10 most wanted brands (% of respondents aware)

77%

72%

72%

70%

66%

64%

63%

56%

56%

50%

Frozen

Barbie

Lego

Play-Doh

DisneyPrincess

Peppa Pig

My LittlePony

Minions

MinnieMouse

PJ Masks

66%

63%

60%

58%

55%

55%

53%

49%

49%

47%

Lego

DisneyPrincess

Barbie

My LittlePony

Minions

LegoFriends

MickeyMouse

Frozen

Moana

Toy Story

57%

55%

55%

55%

51%

50%

50%

47%

46%

44%

Taylor Swift

Lego

Uno

MickeyMouse

Monopoly

Minions

Harry Potter

Minecraft

Toy Story

Tom & Jerry


Min ion s s h ows th e st ron ge st g rowth for p u rch as e inte nt ion s amon g g i r l s 0 - 14 Ye ars O ld .Tom & Je rr y make s i t d e b u t in th e Top 10 most wante d b ran d s amon g g i r l s 0 - 14 Ye ars O ld .

Intentions of Future PurchasesNota: Comments in the title are based on the total of the 4 age groups. Individual groups are shown on the charts.


32 b ran d s s h ow p ote nt ia l for u ntap p e d d e man d , le d by AB C K id s amon g g i r l s 0 - 14 Ye ars O ld .

35%

28%

23%

22%

21%

21%

19%

19%

18%

18%

ABC Kids

Bluey

Baby Shark

Play School

Bananas inPyjamas

The Wiggles

PJ Masks

Elmo

FindingNemo

Teletubbies

Australia

July 2019

Girls

Consumer demand gap (Purchase Intention - Ownership)

23%

20%

19%

17%

17%

15%

13%

13%

12%

11%

Play School

ABC Kids

Ben & Holly

Disney Fairies/Tinkerbell

Miraculous: Tales of Ladybug &Cat Noir

Wonder Woman

Sofia the First

The Wiggles

PJ Masks

Sesame Street

18%

16%

15%

15%

12%

12%

10%

9%

9%

9%

Wonder Woman

Moana

Ice Age

Tom & Jerry

Tweety

Madagascar

The Smurfs

Toy Story

Bugs Bunny

Miraculous: Tales of Ladybug &Cat Noir

25%

22%

16%

15%

15%

14%

14%

14%

12%

12%

Cartoon Network

Tom & Jerry

Scooby-Doo

Mr Bean

Marvel

Toy Story

The Simpsons

Taylor Swift

Harry Potter

Kung Fu Panda


Consumer Demand Gap

B arb ie i s los in g market p re s e n ce , as i t s con s u me r d e man d gap s h ows a n e gat ive -16%.



Dis n ey Fa i r ie s /T in kerb e l l s h ows th e st ron ge st l i ce n s in g p ote nt ia l , as g i r l s 0 - 14 Ye ars O ld wou ld con s id e r th e b ran d on 5 ,8 d i f fe re nt p rod u ct cate gor ie s .

5,2

4,9

4,8

4,6

4,6

4,5

4,3

4,3

4,1

4,1

DisneyPrincess

My LittlePony

Bluey

Frozen

PJ Masks

SesameStreet

Dorothy theDinosaur

Peppa Pig

MickeyMouse

Paw Patrol

Australia

July 2019

Girls

Number of Different Categories Wanted

4,9

4,6

4,2

4,1

4,1

3,9

3,8

3,7

3,6

3,4

Disney Princess

Frozen

Peppa Pig

Paw Patrol

Wonder Woman

My Little Pony

Minions

Barbie

The Wiggles

Sesame Street

5,8

4,5

4,2

4,1

3,8

3,6

3,6

3,5

3,5

3,3

DisneyFairies/Tink

erbell

LoL Surprise

Harry Potter

DisneyPrincess

Hello Kitty

Pokemon

My LittlePony

Miraculous:Tales of

Ladybug &…

Barbie

The Smurfs

3,9

3,8

3,3

3,0

3,0

2,9

2,7

2,7

2,6

2,5

Pokemon

Marvel

Minecraft

The Smurfs

Scooby-Doo

WonderWoman

Avengers

Harry Potter

MickeyMouse

Minions

Categories


Amon g th e 10 most wante d b ran d s th e h ig h e st ave rage n u mb e r o f d i f fe re nt product cate gor ie s i s 5 ,8 , compare d to the lowe st ave rage of 2 ,7 among g i r l s 0 - 14 Ye ars O ld .



Methodology


04

Geography

Australia

AU

Data Collection

Web interviewing. Selected panelists are sent an email containing an introduction

text and a link to the survey. Clicking on this link launched

their survey.

For infants and preschoolers, the parent is the respondent

on behalf of a nominated child.

@

Fieldwork

o Data is collected from mid to end of month, simultaneously in all countries .

N=1 442

The survey is constructed to ascerta in the most popular brands with in each age group and gender and their merchandise appeal

Each state/region is proportionately represented based on population size to

provide a representative sample for the country

Boys N=.

Girls N=.

0-2 Years old

3-6 Years old

7-9 Years old

10-14 Years old

15-25 Years old

182

183182

182

172 176

183 182

Geography

Nationwide.


Ful l Report ingWe col lect 24 key measures and even more with the L IMA extension!

Demographics

Streaming Video content

Awareness

Attitudes

Ownership

Purchase Intentions

Retail Visitation

TOPICS

BrandTrends Entertainment

Most Favorite Names / Brands

TOPICS

BrandTrends Lima Extension

16 Categories

Entertainment – Lifestyle – Food & Drinks – Sports – Celebrities - Fashion

L I M A M e m b e r s

Spontaneous mentions


04

Awareness

Popularity

A variety of measures have been developed to assess the relative

popularity and awareness of entertainment and sports brands:

❖ Brand Popularity Index (BPI) – a unique, composite index of brand

popularity, based on all awareness and attitudinal measures;

❖ Unaided Awareness – ‘top of mind’ entertainment brands volunteered

by consumers;

❖ Aided Awareness – consumer awareness of a tested list of popular

brands;

❖ Brand Attitudes – consumers’ like or dislike of mentioned brands rated

on a five point scale;

❖ Brand favourites – consumers’ selection of any three entertainment or

sports brands as their favourites.

Note that the Brand Popularity Index (BPI) can only be calculated for

specifically tested brands, due to potential response bias.

The purpose of these measures is to evaluate the extent to which brand

popularity translates into interest in merchandise featuring tested

entertainment and sports brands. Respondents who are aware of tested

brands are asked the following questions:

❖ Ownership - do you own or have you purchased anything with this brand on

it? And when was the last purchase.

❖ Purchase intentions - would you consider buying anything with this brand on

it in future? If yes, when will be the next one?

❖ Product categories - which categories of product would you consider buying

with this brand/character on it?

When aggregated, the results provide a general indication of brand

application to merchandise. Some brands are already very successful

licensed merchandise properties, whereas others represent potential

opportunities. These measures also highlight brands that may have

already peaked and are losing their merchandise appeal.

Key Measures

Merchandise

Appeal


Our Unique Measure: The Brand Popular i ty IndexTo compare across ages / gender / per iods / countr ies

In addition to the key insights,

BrandTrends has specially developed

for you a value that summarizes the

performance of brands.

A quick glance to brand popularity index will allow you to

compare all brand performances.

This value is also very predictive of the future purchase

intentions. (See Brand Matrix)

BPI is worked out by applying weightings to four measures –

unaided awareness, aided awareness, brand attitudes and top

three favorites. The BPI score has a theoretical maximum of

100 and minimum of 0.

Aid

ed A

war

enes

s

Att

itu

des

Favo

uri

teB

ran

ds

Un

aid

ed A

war

enes

s

P O P U L A R I T Y


Key ins ightsThe brand engagement process

1 . A WA R E N E S S 2 . AT T I T U D E S 3 . O W N E R S H I P 4 . P U R C H A S E I N T E N T I O N S

Kids & teenagers & young

adults need to be aware of

your brands with or without

the desire to purchase.

Awareness can be based on

advertising messages, word

of mouth or independent

discovery.

Once they know your brands,

kids & teenagers & young adults

need to connect with them, to

love them. Capture the attitudes

of your targets towards your

brands, and determine the

brand they prefer and the one

they favor.

Evaluate the extent to

which brand popularity

generated brand

engagement, will

translate into interest in

purchasing merchandise

or switch to a competitor.

Identify in which categories (on

18 different product categories,

from clothing to PC Games plus

16 Toy categories) kids &

teenagers & young adults intend

to have a product with your

brands on it.


More than 900 tested brands each wave, around the worldHow do we select our brand l ists?

Which brands are tested ?

The main objective is to represent, by sample and by country, the

top 30 most popular brands to kids.

New brands that are coming soon

We add brands we believe will

eventually play a crucial role in the

coming period (launch of a movie,…) ...

Some of our client’s brands

… as well as brands requested by our clients.

Most popular brands from

previous wave

We select the top 33 most popular

brands from the previous wave

Top brands mentioned in

unaided awareness

We add to it the top 20 unaided

mentions (spontaneous awareness).

To follow the new upward trends

➔ Entertainment brands are properties deriving from TV shows, books, music, comics, films, videos, video games or the Internet. In this report, entertainment brands do not refer to corporate brands such as Viacom or Time Warner.


Children

7-9 yr olds

Tweens & Teens

10 – 14 yr olds

Infants

0-2 yr olds

Preschoolers

3-6 yr olds

Young Adults

15- 25 yr olds

A detai led segmentat ion5 reports are avai lab le , reading at the gender level

Parents answering for their child

Parents answering for their child

Each age group has it’s

preferences, so BrandTrends

offers 5 reports.

With this detailed segmentation, BrandTrends allows

you to have a better understanding of your brand’s

target market. For the finest analysis possible, in

each report, girls are considered separately for boys.


A g lobal coverageReports are avai lab le in 42 countr ies

3

5

19

1 2

12

North America

USA, Canada, Mexico

Latin America

Brazil, Argentina, Colombia,

Chile, Venezuela

Europe-MEA

Belgium, Czech Rep.,

Denmark, France, Germany,

Greece, Hungary, Italy,

Netherlands, Poland, Romania,

Russia, Spain, Sweden, UK,

Turkey, Saudi Arabia, U.A.E.,

Ukraine

Asia

China, Hong Kong,

Taiwan, India,

Indonesia, Japan,

Malaysia, Philippines,

Singapore, South

Korea, Thailand,

Vietnam

Oceania

Australia

New Zealand

Africa

South Africa


About us

Kidz Global is the only global provider of brand, lifestyle, and attitudinal trends for kids, youth and families, tracking 42 markets

3

5

19

1 2

12

North AmericaUSA, Canada, Mexico

Latin AmericaBrazil, Argentina, Colombia,

Chile, Venezuela

Europe-MEABelgium, Czech Rep., Denmark,

France, Germany, Greece, Hungary, Italy, Netherlands,

Poland, Romania, Russia, Spain, Sweden, UK, Turkey, Saudi Arabia,

U.A.E., Ukraine

AsiaChina, Hong Kong, Taiwan, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Vietnam

OceaniaAustralia

New Zealand

AfricaSouth Africa

And occasionally:Nigeria, Zimbabwe, Afghanistan, Pakistan, Bangladesh, Sri Lanka, The Caribbean’s …

Homes ⚫ Hearts ⚫ Minds

From off the shelf trend reports …

What, why, where, when and how?

➔

What they know and consume…

What they think and feel…

How, when and where to inspire and

influence them….

To bespoke research and strategy services

Why and How?

➔

The Custom Research sector specializes in

ad’hoc research, or projects customized to

meet a specific business need or purpose.

Consulting wants to support you in

understanding where you are and

where you should be going, we

want to generate learnings and

insights from your own and

competitive performance and we

want to support you in maximizing

your brands’ success.

Everything you need to know and understand about kids, youth and families to create winning strategies for current and future markets anywhere in the world…

© 2019 Kidz Global All rights reserved. 51

3600

insights delivered in 3 streams

BrandTrends

From morning to night, the what, why, when, where & how….

The K id Consumer K idd ibus

Your questions.Anytime. Anywhere.

✓ BrandTrends Entertainment

✓ BrandTrends Shows & Series

✓ BrandTrends Social Influencers

✓ BrandTrends Sports

✓ MyBrandTrends

✓ BrandTrends Forecasting

✓ Digital & Media Lives

✓ Daily Lives & Routines

✓ Pen Portraits

✓ Shopping & Gifting

✓ New Parent Shopping

✓ Pocket Money & Purchase Power

✓ Influencers & Advertising

✓ Playtime & Collections

✓ Reading Habits

✓ 52 times a year

Tracking the vital statistics of the hottest brands among kids-teenagers-young adults


Insights at your fingertips



THANK YOU FOR YOUR TIME

country review australia...abc kids popularity (bpi) bpi australia july 2019 boys 3-6 page 6 78% 68%...

Documents