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What Kids Want (to Wear)

It turns out that when it comes to what types of entertainment/character brands kids want to wear, they turn to a hero, according to E-Score Character. The research service identified the most sought-after characters for clothing by age group.

All of the properties identified below have established licensing programs and, to varying degrees, have extensions in apparel, accessories, and footwear. Retail sales of licensed goods in these product categories grew 2.5% in the U.S./Canada (versus 3.3% in the rest of the world) to reach almost $43 billion in 2017. Global retail sales totaled almost $70 billion in 2017.

TLL estimates that licensed kids’ goods accounts for roughly one-fifth of all licensed apparel, accessories, and footwear, a figure that caps in at just under $14 billion globally.

The top dozen or so entertainment/character licensors generate up to 75% of total share of branded apparel goods for children. These findings show, however, that kids might be clamoring for some more diversity in their closets.

Among other findings by E-Score Character:

  • Teens (aged 13–17) are very interested in apparel based on TV show characters. From the top 20 characters that this cohort is very interested in clothing, 17 are from TV properties.
  • Tweens (aged 9–12) have more characters in common with younger kids (aged 6–8) than they do with teens when comparing their top 20 characters.
Top Ten Entertainment/Character Brands for
Which Kids are Very Interested in Apparel
Data Source: E-Score Character Equity Index; see
(Figures in Millions)
Rank Kids 6–8 Tweens 9–12 Teens 13–17
1 Justice League (real) Rocket Raccoon (Guardians
of the Galaxy)
Michonne (The Walking Dead)
2 Pokémon Minecraft Jughead Jones (Riverdale)
3 Justice League (rendered) The Amazing World of Gumball Eleven (Stranger Things)
4 Star Wars: Clone Wars Robin (Dick Grayson) (rendered) Harley Quinn (rendered)
5 Lego Ninjago Teen Titans (rendered) Archie Andrews (Riverdale)
6 Ultimate Avengers Guardians of the Galaxy Justice League (rendered)
7 Minecraft Justice League Action The Avengers (real)
8 Justice League Action Optimus Prime (Transformers) Teen Titans (rendered)
9 Star Wars Baby Groot (Guardians of
the Galaxy)
Kenny McCormick
(South Park)
10 The Avengers (real) Rey (Star Wars)


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