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Kids License Monitor Online Study in France, Germany, and the UK
supported by
Study Description
In association with:
iconkids & youth international research GmbH, Rueckertstrasse 4, D- 80336 Muenchen, Germany
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 2
Kids License Monitor: Study Details
The Kids License Monitor is a quarterly multi-national market study to measure the appeal and potential of licenses in
European key markets. In each wave, a different set of licenses will be researched.
Covered markets:
• France – in association with
• Germany – in association with
• UK – in association with
The included licenses were selected by the editors of the
three magazines
Covered variables for each included license:
• Awareness
• Appeal (rating scale)
• Market status:
– Relevant set affiliation – is the license ok to have
on products?
– Hype status – is the license hot in the peer group?
• Category fit:
– Suitability for out-of-home products
– Suitability for in-home products
• Market presence:
– Ownership of products with that license
Additionally included:
• Favourite Licenses for Merchandising Products
(unaided)
Methodology and sample:
• Quantitative online survey
• Sample:
– Size n = 1200 (n = 400 per country)
– Age groups: 4-6 years (together with parent)
7-9 years
10-12 years
Reporting: Power Point Report with graphs/tables and Excel table file with the following grid for the total sample and each
country:
• Total
• Boys split on 3 age groups: 4-6 years, 7-9 years, 10-12 years
• Girls split on 3 age groups: 4-6 years, 7-9 years, 10-12 years
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 3
Kids License Monitor: Licenses Covered in Wave 2015/II
36 licenses were covered in all three markets. In each market, 12 additional national licenses were included.
The report summarizes and compares the results of all three markets. In total, 72 different licenses were covered.
International section:
Covered in the UK,
Germany and France
National section: Covered in the UK
National section: Covered in Germany
National section: Covered in France
+
+
+
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 4
Kids License Monitor: Costs and Timing
The Kids License Monitor will be conducted quarterly with a varying selection of licenses. The standardized approach
allows monitoring the development of licenses over time as well as the comparison of new properties with benchmarks.
Costs for the study:
• Costs per wave
(n = 1200 online interviews) € 890.--
• Yearly subscription of four waves
(total of n = 4800 online interviews) € 2.900.--
Special offer for all LIMA Members:
• Costs per wave
(n = 1200 online interviews) € 490.--
• Yearly subscription of four waves
(total of n = 4800 online interviews) € 1.490.--
Non-German clients: These costs are exempt from VAT according to § 3a (3) and (4) UstG in Germany. We would like to point out, however, that VAT tax liability is
transferred to your company (reverse charge procedure). Clients in Germany: These costs are subject to addition of 19% VAT.
Publishing dates of the next issues (TBC):
• Fall wave 2015: September 2015 Spring wave 2016: March 2016
• Winter wave 2015: December 2015 Summer wave 2016: June 2016
Contact: Axel Dammler Nilufar Amberger
a.dammler@iconkids.com n.amberger@iconkids.com
Tel.: +49 (0) 89 - 544629-33 Tel.: +49 (0) 89 - 544629-46
iconkids & youth international research GmbH, Rueckertstrasse 4, D- 80336 Muenchen/Munich, Germany
Integration of licenses: Your license has not been included so far? Use the possibility to integrate licenses into the Kids
License Monitor. Your license can be included in all three countries or in just one country of your choice.
• Costs for one market € 750.-- Costs for all three markets € 1.500.--
Overview of Covered Licenses (present and previous waves)
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 6
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
A
Adidas All
Almost Naked Animals All
Angelina Ballerina
Angelo Rules All
Angry Birds All All All All All
Apple All
Astérix All All All All All All All
Austin & Ally All
Avatar
B
B-Daman All All
Babar
Baby Born All All All
Bad Piggies All
Bakugan All All All All
Bambi All
Barbapapa All All All All
Barbie All All All All All All All All
Batman All All All All All All
Bayern Munich FC
Bella Sara
Ben 10 All All All All All All
Ben and Holly's Little Kingdom All
Benjamin the Elephant (G: Benjamin Blümchen)
Bernard
Bernd das Brot
Berlin - Tag & Nacht
Beyblade All All All All
Bibi Blocksberg
Bibi und Tina
Overview: Licenses Covered in the Kids License Monitor /1
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 7
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
Big Hero 6 / Baymax
Big Time Rush All All All
Blaze and the Monster
Machines
Bob the Builder All All All All All All
Borussia Dortmund
Boule & Bill
Bratz All
Bruno Mars All
Bubble Guppies All All
Bug Rangers
Bugs Bunny All All All All All All
Buzz Lightyear All
C
Caillou All All All All
Calimero
Care Bears
Cars All All All All All All All
Casper
CBeebies
Chloé Magique
Christiano Ronaldo All
Chuggington All All All All All All
Cinderella
Clash of Clans All All
Cloudbabies
Cloudy with a Chance of
Meatballs 2
Cro
Cut the Rope
Overview: Licenses Covered in the Kids License Monitor /2
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 8
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
D
Dance Academy
Danny Phantom All All All
Das Haus Anubis
Das magische Baumhaus
Das Sams
Der Fluch des Falken
Der kleine Drache Kokosnuss
Der kleine Rabe Socke
Despicable Me All All
Diary of a Wimpy Kid All All All All All
Die Jungs-WG
Die Maus
Die Olchis
Die Wilden Kerle
Dinotrux
Disney Fairies All All All All All All
Disney Princess All All All All All All All All All All
Disney Princess Rapunzel
Disney The Jungle Book
DOC McStuffins All
Doctor Who
Donald Duck All All All All All
Dora the Explorer All All All All All All All
Dragon Ball All All
Dragons All All All All
DSDS
Dumb Ways To Die
E
Ein Fall für dich und das Tiger-
Team
Elefant, Tiger & Co.
Overview: Licenses Covered in the Kids License Monitor /3
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 9
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
Ever After High All All
Everything's Rosie
F
Fairly Odd Parents All All All All All All
Felix the Cat
Filly All All All All
Fireman Sam All
Flappy Bird All
Flutterbye All
Football Champions League All All
Foot2Rue
Franklin and Friends
Frozen All All All
Fünf Freunde für alle Fälle
Furby All All
FurReal Friends All All All
G
Galileo
Garfield All All All All All
German National Football
Team
Germany's Next Topmodel
Geronimo Stilton
Glee All All All
Good Luck Charlie
Goofy All All All
Gormiti All All All
Gravity Falls All
Green Lantern: Ani. Series All
Guardians of the Galaxy
GZSZ
Overview: Licenses Covered in the Kids License Monitor /4
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 10
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
H
Handy Manny All All
Hannah Montana All
Harry Potter All All All All All All All
Heidi
Hello Kitty All All All All All All All All
Hero Factory All All
Hero: 108 All All All All
Hexe Lilli
Home All
Horrid Henry All All
Hotel 13
Hot Wheels All All All All All
Hotel Transylvania
I
iCarly All
Ice Age All All All All
In the Night Garden
In your Dreams
Inazuma Eleven All All
J
Jakers! (G: Au Schwarte!)
All
Jake and the Never Land
Pirates All All All
Janosch: Tiger and Bear
Jewelpet
Jimmy Neutron All All All All All
Johnny Test All All All
Julius Jr.
Just Dance
Justin Bieber All All All
Overview: Licenses Covered in the Kids License Monitor /5
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 11
Overview: Licenses Covered in the Kids License Monitor /6
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
K
Kate & Mim-Mim
Katy Perry All
Käpt'n Blaubär
Kick Buttowski
Kikaninchen
Kimmi Doll
Kid vs. Kat All All
Kokeshi
Kung Fu Panda All All All All All All
L
Lady Gaga All
Lalaloopsy All
Lauras Stern
Lazy Town All All All All All All All
LEGO
LEGO Chima All All All
LEGO Creator All All
LEGO Elves All
LEGO Friends All All All
LEGO Ninjago All All All
LEGO Star Wars All
Le Petit Nicolas
Les Anges de la télé-réalité
Lenas Ranch
Les minijusticiers
Lillebi
Lionel Messi All
Little Mix
Little Princess All All All All
Littlest Pet Shop All All All All All All All
Little Red Tractor
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 12
Overview: Licenses Covered in the Kids License Monitor /7
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
logo!
LoliRock
Looney Tunes All All All All
Lord of the Rings All All
Lou!
Löwenzahn
Lucky Luke All
M
Mako Mermaids
Malcolm in the Middle All All All
Maleficent
Manchester United FC
Marsupilami All All All All All
Martine
Masha and the Bear All All
Matt Hatter Chronicles
Max & Shred
Max Steel All All
Maya the Bee All All All All
Me to you
Mein Leben & Ich
Mia and Me All All All
Mickey Mouse All All All All All All All
Miffy All All All
Mike & Molly
Mike the Knight All All All
Minecraft All
Mini Ninjas
Minions All All
Minnie Mouse All All All
Minuscule
Mister Maker
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 13
Overview: Licenses Covered in the Kids License Monitor /8
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
Monk
Monster High All All All All All All All
Monsters University All
Monsuno
Moomin
Moshi Monsters
Mouk
Mr. Bean All All All All
Mr. Men & Little Miss All All All All All All
Mr. Peabody & Sherman
My Little Pony All All All All All
N
Naruto All All All
New Super Mario Bros. All All All All All All
Noddy (F: Oui-Oui)
No Jungs! Zutritt nur für Hexen
O
Olympique de Marseille
One Direction All All All
One Piece All All
P
Paddington Bear All All
Paul Frank All
PAW Patrol All All
Peanuts All All All All All
peg + cat
Penguins of Madagascar All All All All All All
Peppa Pig All
Pet Alien
Peter Rabbit All All
Pettson and Findus
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 14
Overview: Licenses Covered in the Kids License Monitor /9
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
Pferdefreunde
Phineas and Ferb All All All All All All All
Pingu
Pinocchio All
Pinypon
Pippi Longstocking
Pirates of the Caribbean All All All All
Pittiplatsch
Planes All All All
Playmobil All All All All
Pocoyo All All All All
Pokémon All All All All All
Polly Pocket All All All All
Power Rangers All All All All All
Princess Lillifee
Prinzessin Emmy
Psy All
Pucca All All All All
Pumuckl
Puppy in My Pocket All , All All All All
Q
Q Pootle 5
R
Raving Rabbids (F: Lapins Crétins)
Rebecca Bonbon All
Redakai
Rihanna All All
Rio 2 All
Roary All
Robin Hood
Robocar Poli All
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 15
Overview: Licenses Covered in the Kids License Monitor /10
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
S
Sally Bollywood All All
Sam & Cat All
Sammy & Co
Sandmännchen
Sarah & Duck
Sarah Kay All
Scènes de ménages
Scooby Doo!
Schlag den Raab
Schleich Bayala
Schloss Einstein
Secret Story
Sesame Street All All All All
Shake it up All All All
Shaun the Sheep All All All All All All All
Sheepworld
Shrek All All All All All
Skylanders All All All All
Slugterra
Smiley
Sofia the First All
Sonic
Spider-Man All All All All All All All
SpongeBob SquarePants All All All All All All All All All
Star Wars All All All All All All All All
Sternenschweif
Strawberry Shortcake
Subway Surfers All
Super 4
Superman
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 16
Overview: Licenses Covered in the Kids License Monitor /11
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
T
Tabaluga
Talking Tom All All
Tamusiland
Tanzalarm
Tarzan
T'choupi
Teenage Mutant Ninja Turtles All All All f All
Temple Run All
Tenkai Knights
The Amazing World of
Gumball All
The Avengers All
The Backyardigans All
The Basketeers
The Chica Show
The Gruffalo
The Hobbit All All All
The Hunger Games All
The Incredible Hulk All All
The Jungle Book All All
The Legend of Enyo All All
The Legend of Korra
The Little Prince (Book) All All All All
The Little Prince (TV) All All All All All
The Muppets All All All All All All
The Mysterious Cities
of Gold
The Octonauts All All All All All
The Rusty Knight All All All
All countries UK Germany France All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 17 All countries UK Germany France All
Overview: Licenses Covered in the Kids License Monitor /12
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
The Saddle Club
The Simpsons All All All All All All f All All
The Smurfs All All All All All All All
The Story of Tracy Beaker
The Very Hungry Caterpillar
The Voice All All
The World of Warriors
The X-Factor All
Thomas & Friends All All All All All All
Thor F
Three Investigators (G: Die drei ???)
Three Lions (English National Footballteam)
ThunderCats
Tigerente
Tilly and Friends All
Tinker Bell All All All
Tintin All All All All
Tip the Mouse All
Titeuf
Tom & Jerry All All All All All All
TopGear
Top Model
Top Model UK
Totally Spies All All All All All
Toy Story All All All All All
Transformers All All All All All All All All
Tree Fu Tom
Turbo
Tweety All All All All All
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 18
Overview: Licenses Covered in the Kids License Monitor /13
All countries UK Germany France All
Waves
2011 2012 2013 2014 2015
I II III IV I II III IV I II III IV I II III IV I II III IV
Twilight All All
Two and a Half Men All All All All
V
Vic the Viking All All
Victorious All All All All All
Violetta All All
W
Wakfu
Warrior Cats
Waybuloo
Wendy
Willi Wills Wissen
Winnie the Pooh All All All All All All
Winx Club All All All All All All All All All
Wizards of Waverly Place All
Wolfblood All
World Wrestling Ent. All All All All All
Worry Eaters All All
Wow! Wow! Wubbzy! All All All All
X
X-Men All
Y
Yakari All All All All
Yu-Gi-Oh! All All All All All
Z
Zhu Zhu Pets
Zig & Sharko
Zigby All All
Zoey 101 All All All
Zoobles! All All All
Zou
What you get: The results Top 10 Charts
Get the big picture: Which licenses are hot in Europe?
The next pages show some examples:
Similar charts will be included in the report for all included questions.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 20
Total
Awareness - Top 10 Licences
The licenses known by the most children aged 4-12 years in the three markets (total sample).
For example, 96% of all UK children in this age group know Toy Story and Thomas & Friends.
96
95
94
89
89
87
86
86
86
85
98
98
97
95
94
94
94
93
92
92
96
96
94
93
92
91
91
90
90
89
Bases: UK n=410 / Germany: n=411 / France: n=431 / in %
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 21
Total
Appeal - Top 10 Licences
The licenses liked best among children aged 4-12 years in the three markets (total sample).
For example, 88 % of all UK children in this age group like Toy Story, and 65 % like it a lot.
65
51
45
47
34
32
35
40
30
32
24
26
30
25
37
37
34
26
35
30
88
77
75
72
71
69
69
66
65
62
52
37
44
32
38
38
28
32
25
29
24
38
31
41
33
26
31
23
31
26
75
75
75
73
70
64
59
56
56
55
49
50
43
56
40
34
31
32
31
42
28
27
33
19
33
38
39
35
35
23
78
77
76
75
73
72
71
67
66
66
Bases: UK n=410 / Germany: n=411 / France: n=431 / in % / five-point scale
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 22
Total
all who know the
respective licence
Appeal - Top 10 Licences
The licenses liked best among those children aged 4-12 years in the three markets who know the respective license.
For example, 90 % of UK children who know the license Toy Story like it, and 67 % like it a lot.
63
55
50
40
43
53
42
38
55
44
19
27
31
41
34
24
35
38
21
29
82
82
81
80
77
77
76
76
75
72
54
61
47
52
44
36
38
34
46
44
29
21
34
27
34
43
39
37
24
26
83
81
81
79
79
78
76
70
70
70
67
57
38
40
48
50
46
37
34
44
24
27
41
39
31
26
27
35
38
27
90
83
79
79
79
76
73
72
72
72
Red. bases: all who know the respective licence / in % / five-point scale
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 23
Total
Ownership of Products with that License - Top 10 Licences
The 10 licenses owned by the most children aged 4-12 years in the three markets.
For example, 50 % of all German children in this age group own SpongeBob products.
81
74
70
68
67
64
63
62
51
50
55
46
43
42
41
41
41
39
38
34
50
48
42
41
38
35
31
30
30
30
Bases: UK n=410 / Germany: n=411 / France: n=431 / in %
What you get: The results Market overview – the results for all
covered licenses per market
Look at the details: How do the licenses
perform in the different market segments?
The next pages show some examples: Similar charts will be included in the report for
all 3 covered markets and all included questions.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 25
Awareness of Licences in
For example, 96 % of all German children know SpongeBob. Lowest awareness of 91 % among girls aged 4-6 years.
The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green.
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 SpongeBob SquarePants 96 96 97 97 91 99 94
2 Mickey Mouse 95 97 93 94 94 97 96
3 Hello Kitty 94 88 93 88 100 99 99
4 Benjamin Blümchen 89 94 83 80 91 91 96
5 Barbie 89 78 84 86 94 94 97
6 The Smurfs 87 90 81 88 81 87 94
7 Spiderman 86 87 96 96 67 82 91
8 Disney Princesses 86 74 75 81 94 96 97
9 Cars 86 97 91 86 73 85 83
10 Hannah Montana 85 71 81 80 84 96 97
11 Astérix 84 74 94 97 61 88 93
12 Toy Story 84 79 91 91 64 82 96
13 Thomas & Friends 83 90 90 74 74 85 84
14 Simpsons 81 68 80 94 64 87 93
15 Pokémon 80 65 93 94 52 81 94
16 Harry Potter 79 69 86 91 46 85 96
17 Bayern München 75 68 86 91 49 63 93
18 Vickie the little Viking 72 71 81 75 51 75 81
19 Bugs Bunny 71 53 75 86 51 76 84
20 DSDS (Pop Idol) 70 47 68 87 51 78 87
21 Janosch Tiger und Bär 67 62 65 65 58 67 84
22 Batman 66 68 84 93 29 51 74
23 Star Wars 65 62 77 91 30 54 75
24 Disney Fairies 60 35 38 48 74 82 84
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Lazy Town 59 43 67 58 46 70 71
26 Tweety 58 37 55 62 46 76 74
27 Dora the Explorer 58 46 57 35 74 82 57
28 Pirates of the Caribbean 58 40 67 87 19 58 78
29 Power Rangers 55 37 75 84 17 52 65
30 Phineas & Ferb 54 49 58 51 45 63 58
31 Littlest Petshop 53 24 35 44 58 82 74
32 Chuggington 51 66 45 44 59 55 39
33 Fireman Sam 51 74 55 38 44 55 44
34 Filly 51 27 33 28 75 79 62
35 Transformers 46 41 64 81 9 30 52
36 Marsupilami 46 37 46 46 39 39 67
37 Dragon Ball 45 32 55 67 16 45 54
38 Winx Club 45 10 33 30 45 73 75
39 Das Haus Anubis 43 12 42 57 19 57 74
40 Roary 43 57 36 29 58 42 33
41 iCarly 39 10 33 51 22 54 67
42 The little Prince 39 31 42 39 35 40 46
43 Ben 10 33 28 46 46 17 30 28
44 Angelina Ballerina 32 22 23 15 41 58 33
45 Barbapapa 29 25 32 32 20 28 36
46 Naruto 22 12 28 39 12 12 28
47 Pucca 19 3 16 12 22 28 30
48 Mr Men & Little Miss 7 0 7 6 7 6 13
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 26
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 Dora the Explorer 98 99 99 95 100 100 97
2 Spiderman 98 100 100 99 93 97 99
3 Hello Kitty 97 94 96 96 99 100 100
4 Mickey 95 96 94 89 97 99 94
5 Oui-Oui 94 97 99 85 97 93 94
6 Cars 94 99 99 96 84 95 90
7 Toy Story 94 97 96 99 81 95 93
8 Barbie 93 82 90 91 96 99 100
9 Titeuf 92 93 99 97 74 95 96
10 Disney Princesses 92 83 89 83 100 100 99
11 Simpsons 92 82 96 97 83 97 97
12 Babar 92 94 94 84 93 95 92
13 The Smurfs 92 89 92 91 91 93 94
14 SpongeBob SquarePants 91 86 96 92 86 95 94
15 Pokémon 91 85 100 100 78 92 92
16 Scooby Doo 91 90 99 91 75 96 93
17 Marsupilami 89 80 94 93 84 89 90
18 Littlest Petshop 88 73 85 83 94 99 94
19 Astérix 88 76 94 97 73 88 97
20 Barbapapa 85 70 86 88 87 88 90
21 Harry Potter 82 70 97 95 44 90 96
22 Bugs Bunny 82 72 86 91 71 82 89
23 Batman 82 86 96 93 49 80 85
24 Winx Club 81 61 79 72 83 95 97
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Tintin 80 63 93 92 54 86 90
26 Pucca 75 54 71 65 75 88 96
27 Disney Fairies 75 63 65 56 87 89 87
28 Foot2Rue 73 65 86 87 42 81 78
29 Pirates of the Caribbean 69 54 85 89 30 69 87
30 Tweety 69 56 64 64 78 73 78
31 Dragon Ball 69 61 86 89 33 64 76
32 Monsieur Madame 67 59 74 48 80 75 66
33 Star Wars 67 65 89 85 26 56 78
34 Hannah Montana 65 37 67 73 41 84 90
35 Ben 10 63 58 86 76 44 62 54
36 Transformers 62 59 90 85 26 49 61
37 Naruto 55 45 83 76 26 44 55
38 Power Rangers 54 42 81 76 19 44 59
39 Olympique de Marseille 53 41 64 76 29 44 62
40 The little Prince 48 32 46 64 33 45 68
41 Chuggington 48 66 56 23 52 48 44
42 Thomas & Friends 44 54 46 28 51 43 45
43 Roary 41 61 44 25 48 41 27
44 Wakfu 29 20 42 43 9 23 37
45 Phineas & Ferb 26 14 43 29 10 27 28
46 Lazy Town 14 9 14 16 13 15 17
47 iCarly 9 1 14 11 4 8 14
Awareness of Licences in
For example, 94 % of all French children know Oui-Oui. Lowest awareness of 85 % among boys aged 10-12 years.
The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 27
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 Toy Story 65 88 64 50 66 75 44
2 Simpsons 51 48 63 71 28 46 47
3 Lego 47 84 66 47 31 32 22
4 SpongeBob SquarePants 45 57 51 44 35 49 35
5 Harry Potter 40 38 46 43 24 46 46
6 Hello Kitty 35 7 5 9 78 69 46
7 Mickey 35 48 22 13 57 37 31
8 Doctor Who 34 25 48 46 15 40 34
9 Bugs Bunny 34 36 37 27 34 35 34
10 Ben 10 32 70 46 26 19 19 15
11 Penguins of Madagascar 32 45 31 21 35 31 28
12 Cars 32 68 42 19 24 18 21
13 Shaun the Sheep 30 35 28 26 44 22 22
14 Star Wars 29 41 52 44 9 16 13
15 Spiderman 28 62 43 27 16 10 10
16 Winnie the Pooh 28 30 13 9 56 28 32
17 Pirates of the Caribbean 28 28 37 43 10 25 22
18 Phineas & Ferb 27 29 34 23 19 32 25
19 Pokémon 25 39 39 34 10 15 13
20 Transformers 25 44 51 31 4 7 13
21 Disney Princesses 25 4 2 3 78 44 19
22 Peppa Pig 24 41 8 4 65 13 16
23 Disney Fairies 24 9 5 3 65 47 19
24 Batman 24 55 36 30 4 10 9
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Mr Men & Little Miss 24 32 15 7 40 37 15
26 Dora the Explorer 22 23 6 6 62 25 13
27 Tweety 22 19 15 9 27 37 28
28 Thomas & Friends 22 57 9 11 34 10 9
29 Hannah Montana 22 6 5 1 34 52 34
30 Barbie 22 3 5 1 62 37 22
31 Lazy Town 21 42 13 6 37 19 9
32 iCarly 21 4 9 13 16 49 35
33 Littlest Petshop 20 7 5 3 37 52 19
34 Power Rangers 19 44 30 19 6 9 7
35 Manchester United FC 15 15 21 27 7 12 10
36 Chuggington 15 41 6 1 24 10 9
37 Roary 15 46 8 3 15 10 9
38 In the Night Garden 11 17 6 4 24 9 6
39 Astérix 11 13 16 9 3 12 12
40 Winx Club 11 3 3 3 15 28 13
41 The Smurfs 10 13 6 6 9 12 15
42 Pucca 10 4 0 1 13 25 16
43 Beyblade 9 12 18 10 6 6 4
44 Barbapapa 7 10 8 7 6 6 6
45 Dragon Ball 7 10 8 10 3 4 4
46 The little Prince 6 6 6 4 6 9 7
47 Marsupilami 5 6 3 1 4 7 6
48 Naruto 4 6 5 4 3 3 4
Appeal of Licences in - Top Box on a five-point smiley scale
For example, 21% of all UK children like iCarly a lot. Highest appeal among girls aged 7-9 years with 49 % Top Box score.
The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 28
Appeal of Licences in - Top Box on a five-point smiley scale
Reduced Base: All who Know the Respective Licence
For example, of those UK children who actually know iCarly, 41% like it a lot.
The Top 3 licenses are highlighted with dark green, the Top 10 licenses are highlighted with light green.
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 Toy Story 67 88 66 52 70 77 45
2 Simpsons 57 57 76 75 31 48 53
3 Lego 50 86 70 48 36 32 22
4 SpongeBob SquarePants 48 59 54 47 39 50 35
5 Phineas & Ferb 46 63 60 34 32 46 44
6 Doctor Who 45 44 60 48 21 47 38
7 Harry Potter 44 46 50 45 30 48 46
8 Hello Kitty 43 11 6 10 84 72 50
9 iCarly 41 17 24 21 53 63 47
10 Bugs Bunny 40 51 45 29 48 38 37
11 Penguins of Madagascar 38 56 44 24 50 33 29
12 Pirates of the Caribbean 38 50 46 47 23 33 26
13 Mickey 37 49 25 14 62 39 33
14 Star Wars 36 53 58 46 15 18 15
15 Cars 36 68 45 20 31 18 24
16 Littlest Petshop 35 18 7 7 59 56 27
17 Winx Club 34 25 10 10 47 52 25
18 Disney Fairies 34 14 10 6 74 49 19
19 Ben 10 34 71 49 26 21 20 14
20 Shaun the Sheep 34 42 33 32 49 23 25
21 Pucca 33 50 0 0 50 58 31
22 Transformers 33 59 56 33 10 8 14
23 Tweety 32 31 23 12 46 44 35
24 Barbapapa 32 33 43 33 33 25 25
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Spiderman 31 64 48 29 19 10 10
26 Winnie the Pooh 30 31 15 7 60 28 35
27 Pokémon 30 53 46 35 17 16 10
28 Mr Men & Little Miss 29 40 19 6 46 41 17
29 Disney Princesses 29 6 2 4 80 46 19
30 Batman 28 62 39 31 8 12 9
31 Peppa Pig 27 42 9 5 68 13 17
32 Hannah Montana 26 8 6 2 41 52 35
33 Astérix 25 33 37 21 22 28 16
34 Barbie 25 5 5 2 68 38 23
35 Power Rangers 25 56 33 21 13 12 4
36 Dora the Explorer 24 25 7 5 65 23 13
37 Lazy Town 23 42 15 4 42 20 11
38 Marsupilami 23 50 25 13 0 75 0
39 Beyblade 22 42 39 17 20 20 0
40 The little Prince 22 60 22 22 27 17 8
41 Thomas & Friends 22 57 10 11 35 9 8
42 Chuggington 22 45 11 3 29 9 12
43 Naruto 21 50 17 30 25 25 0
44 Manchester United FC 21 23 25 33 13 14 13
45 Dragon Ball 21 86 18 26 10 17 5
46 Roary 20 47 9 5 20 12 8
47 The Smurfs 19 67 14 8 22 24 17
48 In the Night Garden 12 19 7 5 25 9 4
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 29
Category Fit of Licences in - Suitability for Out-of-Home Products
For example, 41 % of German children find Hello Kitty suited for out-of-home products. 87 % of the 4-6-year-old girls, but
only 6 % of the 4-6-year-old boys would want Hello Kitty on their out-of-home products.
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 Hello Kitty 41 6 4 4 87 79 64
2 SpongeBob SquarePants 34 60 54 26 20 25 20
3 Spiderman 34 69 68 49 13 3 1
4 Cars 33 81 44 19 23 19 12
5 Star Wars 32 37 52 61 7 18 16
6 Simpsons 30 31 35 61 9 16 29
7 Pokémon 30 35 61 48 7 12 15
8 Hannah Montana 29 2 1 1 39 61 67
9 Harry Potter 27 24 25 32 7 25 49
10 Astérix 27 38 42 54 1 10 15
11 Pirates of the Caribbean 26 25 33 51 1 16 30
12 Toy Story 26 53 46 32 9 5 12
13 Vickie the little Viking 26 52 41 23 16 10 13
14 DSDS (Pop Idol) 25 2 22 30 10 34 51
15 Winx Club 24 0 3 1 44 54 41
16 The Smurfs 23 25 23 9 36 21 23
17 Mickey 22 38 17 9 36 21 12
18 Phineas & Ferb 22 32 41 20 16 13 7
19 Disney Princesses 21 3 0 4 74 31 15
20 Barbie 20 0 1 3 62 37 19
21 Batman 20 44 39 28 3 8 1
22 Das Haus Anubis 20 6 20 20 9 24 42
23 iCarly 20 2 10 10 9 37 54
24 Bayern München 20 19 35 44 1 12 6
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Transformers 19 34 39 35 1 5 1
26 Disney Fairies 19 3 0 3 55 33 19
27 Filly 17 0 3 3 57 34 7
28 Power Rangers 17 27 41 19 1 8 4
29 Ben 10 16 28 35 23 3 5 1
30 Lazy Town 16 16 20 13 12 22 12
31 Bugs Bunny 14 22 20 12 10 8 15
32 Benjamin Blümchen 14 31 13 6 26 6 1
33 Littlest Petshop 13 2 1 0 25 34 17
34 Tweety 13 4 7 4 22 22 19
35 Thomas & Friends 13 49 9 3 9 3 4
36 Dora the Explorer 11 3 4 0 42 15 1
37 Janosch: Tiger und Bär 11 18 12 4 15 8 9
38 Marsupilami 11 13 10 6 16 9 9
39 Dragon Ball 10 13 20 17 4 3 3
40 Fireman Sam 10 44 6 3 4 2 1
41 Pucca 9 0 3 4 19 15 12
42 Naruto 8 6 12 13 4 8 4
43 Roary 7 31 6 0 3 3 1
44 Chuggington 7 29 4 3 3 0 3
45 Angelina Ballerina 7 0 0 1 25 13 1
46 Barbapapa 7 7 9 4 7 5 7
47 The little Prince 5 4 6 1 9 0 9
48 Mr Men & Little Miss 3 2 1 1 6 2 4
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 30
Category Fit of Licences in - Suitability for In-Home Products
For example, only 16% of German children find Hello Kitty suited for in-home products. 20 % of the 4-6-year-old girls and
18 % of the 4-6-year-old boys would want Hello Kitty on their in-home products.
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
1 The Smurfs 41 56 36 28 44 46 35
2 Mickey 33 41 45 30 30 24 26
3 Benjamin Blümchen 28 41 26 19 38 22 20
4 SpongeBob SquarePants 27 25 35 35 26 22 20
5 Bugs Bunny 24 25 33 22 17 24 25
6 Cars 24 22 42 32 16 15 16
7 Tweety 24 24 13 17 28 34 26
8 Astérix 23 19 39 29 20 12 17
9 Janosch: Tiger und Bär 22 41 23 13 28 13 15
10 Thomas & Friends 20 32 26 19 19 10 15
11 Barbie 20 4 6 12 30 30 35
12 Vickie the little Viking 19 21 32 33 9 9 12
13 Disney Princesses 19 7 3 10 22 40 32
14 The little Prince 19 24 26 13 20 12 17
15 Phineas & Ferb 19 19 22 16 17 30 7
16 Lazy Town 18 18 19 22 10 22 17
17 Spiderman 18 21 26 30 9 8 13
18 Winx Club 18 6 4 9 28 33 28
19 Disney Fairies 18 6 4 10 26 30 29
20 Toy Story 17 18 23 32 6 12 13
21 DSDS (Pop Idol) 17 6 15 26 13 16 28
22 Barbapapa 17 21 15 6 17 18 26
23 Batman 17 21 29 36 6 6 4
24 Marsupilami 17 28 16 25 16 9 9
Ra
nk
To
tal Boys Girls
4-6 yrs
7-9 yrs
10-12 yrs
4-6 yrs
7-9 yrs
10-12 yrs
25 Littlest Petshop 17 6 6 9 29 31 19
26 Chuggington 17 31 12 15 19 12 12
27 Hello Kitty 16 18 10 4 20 24 22
28 Simpsons 16 22 16 22 13 12 13
29 Dora the Explorer 16 15 7 7 28 21 17
30 Harry Potter 16 16 22 19 3 15 19
31 Filly 16 9 3 6 26 34 16
32 Pucca 14 4 4 9 25 25 16
33 iCarly 14 3 17 16 7 18 22
34 Roary 13 24 15 10 19 6 7
35 Ben 10 13 12 15 29 4 8 12
36 Hannah Montana 13 3 10 13 16 15 22
37 Fireman Sam 13 35 17 7 9 3 7
38 Angelina Ballerina 13 6 1 7 25 25 13
39 Star Wars 13 12 17 26 4 9 7
40 Das Haus Anubis 13 2 15 19 9 13 19
41 Transformers 12 13 17 23 1 10 9
42 Pokémon 11 10 10 17 7 10 13
43 Power Rangers 11 9 16 25 4 12 3
44 Pirates of the Caribbean 11 7 20 17 9 3 9
45 Dragon Ball 9 9 15 16 3 6 7
46 Naruto 9 10 10 25 3 0 7
47 Bayern München 9 7 7 16 4 9 10
48 Mr Men & Little Miss 8 7 7 12 9 9 4
What you get: The results Complex market analysis and
identification of high potential licenses
Understand market trends:
What could be the next big thing?
The next pages show some examples:
Similar charts will be included in the report for the most relevant questions.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 32
Correlation of license awareness and appeal. For example, Toy Story (# 3) is known and liked by almost every child. iCarly
(# 37) has low awareness but those who know it like it. Barbie (# 23) is known well but liked by few, i.e. young girls only.
1
2
3
4
5
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7
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16 17
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21
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24
25
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27
28
29 30
31
32 33
34
35
36
37
38
39
30
40
50
60
70
80
90
20 30 40 50 60 70 80 90 100
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21
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23
24
25
26
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29
30
31
32
33
34
35
36
37
38
39
Market Status Analysis:
Awareness and Appeal – Children 4-12 years, all 3 markets
Appeal Top 2
all who know
respective licence
Awareness
all n=1.252
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 33
Correlation of license appeal and ownership of products. For example, almost every child who likes Cars (# 30) already owns Cars
products. However, many children who like Phineas and Ferb (# 39) or Chuggington (# 14) don't own products of these licenses yet.
1
2
3
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5
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16 17
19 20 21
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24
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26 27
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30
31
32
33
34 35
36
37 38
39
0
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30
40
50
60
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80
90
0 10 20 30 40 50 60 70 80 90 100
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30
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33
34
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36
37
38
39
Market Potential Analysis:
Ownership of Products and Appeal – Children 4-12 years, all 3 markets
Appeal Top 2
all boys aged 4-6 who know
respective licence
Ownership
all boys aged 4-6 who know
respective licence
What the results allow you to do: Analysis of specific market segments
Use the data for your individual analysis:
How can the licenses help you in your market segment?
The next pages show examples for the pre-school market.
The data used for this analysis is included in the report. The charts are not included,
but can be provided at request.
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 35
4-6 year old boys
Awareness - Top 10 Licences
The licenses known by the most boys aged 4-6 years in the three markets.
For example, 97 % of German boys in this age group know Mickey Mouse and Cars.
100
100
100
99
99
99
97
97
96
96
97
97
96
94
90
90
88
87
79
78
100
99
99
97
97
96
94
94
93
90
Bases: UK n=69 / Germany: n=68 / France: n=71 / in %
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 36
4-6 year old girls
Awareness - Top 10 Licences
The licenses known by the most girls aged 4-6 years in the three markets.
For example, 100 % of French girls in this age group know Dora and Disney Princess.
96
96
96
96
94
93
93
90
90
90
100
94
94
94
91
91
84
81
75
74
100
100
99
97
97
96
94
93
93
91
Bases: UK n=68 / Germany: n=69 / France: n=69 / in %
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 37
4-6 year old boys
Appeal - Top 10 Licences
The licenses liked best among boys aged 4-6 years in the three markets.
For example, 93 % of all German boys in this age group like Cars, and 81 % like it a lot.
88
84
68
70
62
57
55
48
45
36
10
12
26
23
25
26
26
32
35
42
99
96
94
93
87
83
81
80
80
78
81
53
68
47
59
43
47
29
57
44
12
34
16
32
19
32
27
43
13
25
93
87
84
79
78
75
74
72
71
69
85
80
72
62
55
45
42
39
48
39
11
14
13
23
28
30
32
35
25
34
96
94
85
85
83
75
75
75
73
73
Bases: UK n=69 / Germany: n=68 / France: n=71 / in % / five-point scale
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 38
4-6 year old girls
Appeal - Top 10 Licences
The licenses liked best among girls aged 4-6 years in the three markets.
For example, 97 % of all French girls in this age group like Disney Princess, and 86 % like it a lot.
78
78
66
56
57
65
65
62
62
40
15
15
27
34
31
22
22
25
25
44
93
93
93
90
88
87
87
87
87
84
87
86
65
52
71
67
45
52
46
45
4
6
19
32
10
15
33
23
29
30
91
91
84
84
81
81
78
75
75
75
86
74
57
84
71
64
64
55
51
46
12
20
38
7
19
25
23
29
33
36
97
94
94
91
90
88
87
84
84
83
Bases: UK n=68 / Germany: n=69 / France: n=69 / in % / five-point scale
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 39
Total
A Closer Look at the Three Markets
"Must Have" Licences – Boys 4-6 years
The number of boys aged 4-6 years who find these licenses absolutely brilliant.
For example, 75 % of all UK boys aged 4-6 years find Ben 10 absolutely brilliant, but only 22 % of the German boys.
75
70
70
42
48
55
49
30
30
46
Bases: UK n=69 / Germany: n=68 / France: n=71 / in %
49
75
92
25
48
82
31
25
31
35
22
34
72
63
32
78
35
50
37
32
Kids License Monitor – June 2015 – © iconkids & youth international research GmbH 40
Correlation of license appeal and ownership of products. For example, Chuggington has growth potential in all three
markets, and Ben 10 has potential in France and Germany. Cars and Ben 10 have passed their appeal peak in the UK.
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0 10 20 30 40 50 60 70 80 90 100
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8
9
Market Potential Analysis:
Ownership of Products and Appeal – Boys 4-6 years, all 3 markets
Appeal Top 2
all boys aged 4-6 who know
respective licence
Ownership
all boys aged 4-6 who know
respective licence
Recommended