By Gary Symons
TLL Editor in Chief
A major survey by The BrandTrends Group has identified the top 10 global brands for children, led by Marvel.
BrandTrends Group CEO, Philippe Guinaudeau says the new data charts a course for marketers in the ever-evolving licensing industry, grounded in robust global research. Conducted across 40 countries, with about 70,000 respondents aged 0 to 14 interviewed, and reviewing several thousand brands, Guinaudeau says the research provides a robust foundation for the strategic directions outlined.
The global survey found that Marvel remains the leading brand in 2024, with its sister brand Disney taking the second spot, and followed by the world’s top toy company LEGO at third.
The full list also shows the continuing strength of The Walt Disney Company overall, as it includes four entries in the Top 10, those being Mqrvel, Disney, Spider-Man, and Frozen.
The full list includes Marvel, Disney, LEGO, Barbie, Spider-Man, Roblox, Minecraft, Paw Patrol, Pokemon, and Frozen
BrandTrends says the Top 10 brands are strong in all markets, but there are regional and gender differences that licensing and marketing professionals should take into account.
“While superheroes retain global prominence, regional nuances emerge,” the report explains. “Surprisingly, superheroes don’t clinch a top-three position in Asia, signalling shifting preferences. Notably, Marvel takes a backseat among girls, securing the fourth spot globally and conspicuously absent among girls aged 0 to 6.”
BrandTrends analysts believe “the superhero narrative, although still influential, undergoes a transformation. The relentless production pace, particularly within the Marvel Universe and DC Comics, contributes to a decline in the popularity of these iconic figures. Amidst this shift, Spider-Man stands out as an exception, steadily growing in popularity. This decline in superhero dominance mirrors a broader consumer desire for more diversified and immersive entertainment experiences.”
As superhero fatigue sets in, BrandTrends says videogames are surging as entertainment brands, with games or platforms like Roblox, Minecraft, and Mario Bros. leading the way. BrandTrends is recommending that licensing professionals should be looking harder at collaborations with both established and up and coming videogame properties.
“Gaming partnerships aren’t just collaborations; they’re opportunities to create immersive brand experiences,” notes Guinaudeau.
Licensees are encouraged to capitalize on this trend by forging exclusive in-game collaborations, turning products into virtual collectibles.
BrandTrends has also identified other trends in the entertainment world that are relevant to licensing. Those include working more closely with streaming platforms; to focus on extending preschool brands to all ages, including adults; and to search the bestseller lists for books that can be transformed into enduring brands.
Guinaudeau directs marketers to view streaming platforms as not just content hubs but thriving spaces for brand visibility. “Success in the streaming era is about turning a trending show into a trending product,” he advises. “Tailoring marketing strategies to match trending shows can bridge the gap between viewer engagement and consumer action.”
While superhero fatigue affects older demographics, the Infant/Preschool category experiences significant growth. Guinaudeau encourages marketers to rethink marketing for preschool IPs, making them universally appealing.
“Create merchandise and campaigns that resonate with all ages,” he suggests. “The challenge is to make preschool brands trendsetters for everyone.”
BrandTrends also notes that many of the top brands came originally from books or comics, including Marvel, DC, the Harry Potter franchise, and innumerable brands for children, such as Hasbro’s Peppa Pig franchise.
Even as the digital surge continues, the report says, books, epitomized by the timeless allure of Harry Potter, maintain a steady interest. Licensees are advised to strengthen their online presence, adapting to evolving consumer preferences. “The enduring power of storytelling prevails,” says Guinaudeau.
Strategic paths in the moving landscape
BrandTrends Group proposes four strategic directions, all rooted in the findings of their extensive global research:
1. Forge exclusive in-game collaborations: Establish partnerships with influential gaming franchises for unique virtual experiences.
2. Align product development with streaming content: Seamlessly integrate product development with popular streaming shows for effective marketing.
3. Reimagine Preschool IPs for broader appeal: Develop merchandise and marketing strategies appealing to a wider age range.
4. Empower content creators for continuous innovation: Encourage creators to generate new, creative content and fresh storytelling ideas. Recognize the public’s craving for both novelty and comfort.
Guinaudeau also says that, while it’s important to know the top current brands, it’s equally vital to develop newer brands and potentially develop them into major IP for entertainment and licensing. “We’re not just following trends; we’re steering the ship,” he says.
The full report is available at brandtrends.ai, and reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year. BrandTrends interviews 200,000+ people ranging in age from infants to seniors in 42 countries. In the case of children under the age of six, BrandTrends interviews the mother or other primary caregiver.
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