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Mid-Level Brands Challenge Dominance of Top Players in the Children’s Licensing Market image

Mid-Level Brands Challenge Dominance of Top Players in the Children’s Licensing Market

Dubai (May 29, 2023) — BrandTrends Group reveals major trends shaping the Licensing market for children’s favorite brands. The licensing market for children aged 0 to 14 is a dynamic industry that constantly evolves to cater to the ever-changing preferences and interests of young consumers.

BrandTrends Group, the leading market research agency specializing in the children and families’ markets, has released its latest series of reports on the world’s most popular entertainment brands. These reports provide valuable insights into brand awareness, popularity, favorites, and merchandise appeal among different age groups, from infants to older adults.

In the Spring of 2023, BrandTrends Group identified four major trends shaping the landscape of children’s favorite brands. These trends shed light on the evolving preferences of young consumers and provide industry stakeholders with crucial information to adapt their strategies in the licensing market.

According to Philippe Guinaudeau, CEO of BrandTrends Group, “Our latest series of reports highlight four key trends that are reshaping the licensing market for children’s favorite brands. These trends include the decreasing impact of top brands, the rise of video game franchises, the enduring popularity of anime and manga, and the shift towards more brand-specific content. Understanding and embracing these trends will be crucial for industry stakeholders in capturing the hearts and imaginations of young consumers.”

  1. Firstly, there is a noticeable decrease in the dominance of top brands in the licensing market. Middle-ranking brands are finding room to grow and enhance their performance, indicating that children are becoming more open to exploring a wider range of licensed products beyond the most prominent names. This trend presents an opportunity for industry stakeholders to diversify their offerings and cater to the evolving preferences of young consumers.
  2. Secondly, videogame franchises are experiencing a significant push in the licensing market. The rising popularity of gaming among children has propelled franchises like Roblox, Mario Bros, and Super Mario to the forefront. The interactive nature of videogames creates a strong connection with children, making them an ideal platform for licensing opportunities. Industry players should capitalize on this trend by leveraging the appeal of video game brands and creating engaging licensed merchandise and experiences.
  3. Thirdly, anime and manga continue to enjoy steady growth and popularity in the licensing market. Franchises like Pokemon captivate young audiences with their distinct art style, compelling storytelling, and diverse characters. The enduring appeal of anime and manga presents lucrative licensing opportunities, allowing children to engage with their favorite characters across various media platforms.
  4. Lastly, there is a shift away from streaming sources and TV channels as children gravitate towards more brand-specific content. Rather than relying on broader “destination” names, children are becoming more discerning in their choices and seeking out content directly associated with their preferred brands and characters. This trend emphasizes the importance of delivering targeted experiences that align with children’s preferences and highlights the need for brands to adapt their marketing strategies accordingly.

Among the top favorite brands, there is an interesting mix of corporate names and brand-specific franchises – we remind you these are all spontaneous and unaided mentions. Indeed, in the case of our BrandTrends Entertainment tracker, we aim to gain insights into the broad entertainment landscape as well as specific brand preferences and associations. This information is valuable for understanding children’s media consumption habits, and informing marketing strategies aimed at young audiences. That’s the reason why we keep both levels of brands.

Marvel, LEGO, and Disney, as corporate entities, have held the top three spots. However, these brands have experienced a decline over the year, suggesting a need for innovation and adaptation to sustain their appeal among young consumers.

The following five brands represent brand-specific names that resonate strongly with children. Spider-Man, Barbie, Roblox, Minecraft, and Paw Patrol all have distinctive identities catering to different interests and demographics. These brands span a range of genres, including superheroes, fashion dolls, video games, and preschool-specific content. Their popularity highlights the importance of delivering targeted experiences that align with children’s preferences.

In light of these trends, it is crucial for industry stakeholders to stay informed and adapt to the changing landscape of children’s favorite brands. By understanding the evolving preferences of young consumers and embracing innovation, brands can successfully navigate the licensing market and create compelling experiences that capture the hearts and imaginations of children worldwide.

For more information about BrandTrends Group and their reports on children’s favorite brands, please visit

The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.

The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families.

Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market.

Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with high-quality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design.

As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies. To learn more, visit

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