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LIMA Launches Multi-Country Consumer Survey On Kids’ Brands

The research results will be released quarterly


LIMA has announced the first of a new series of consumer survey reports detailing kids’ favorite brands and characters across a variety of categories in 31 nations around the world. The new Kidz Global Studies are consumer surveys to be released quarterly for nine nations and semi-annually for the other 22 countries. LIMA has commissioned Kidz Global, a worldwide leader in tracking vital statistics in licensing and branding, to produce the reports, which are free to LIMA members. The first series of reports is now accessible on the members-only portion of the LIMA website.

With each report, BrandTrends will measure the relative awareness, popularity and merchandise appeal of the top-30 most important brands to children. Every report will identify the most recognizable kid licenses in the country for both boys and girls, by category and in four different age groups from infants to tweens/young teens. Informative “key facts” will be presented throughout the reports to provide further insight into survey results.

Of the 31 countries reviewed annually, surveys covering the U.S., Australia, Canada, France, Germany, Italy, Japan, Spain, and UK will be updated and released quarterly. Two reports per year will be compiled for the following countries: Argentina, Belgium, Brazil, China, Czech Republic, Denmark, Hungary, India, Indonesia, Malaysia, Mexico, Netherlands, Philippines, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden, Taiwan, Thailand, and Turkey.

“Our Kidz Global Studies will provide a ranking of children’s preferences — and for kids in the youngest age groups, their parents’ responses — to questions about what they like in entertainment and sports. This information will help licensing teams make the most informed decisions possible for their companies and brands on a market-by-market basis,” said LIMA President Charles Riotto. “We’re very excited to be working with Kidz Global to provide this wealth of actionable information to help our members grow their businesses, their brands and their bottom lines.”

BrandTrends is a unique service of its kind, and we are delighted to have the opportunity to use this service for an exclusive research project to LIMA members,” said Philippe Guinaudeau, Kidz Global. “In these highly competitive markets, and especially in crisis times, it is critical for companies to assess their opportunities through brand popularity and merchandise appeal. Retail giants also are now heavily dependent on sales of licensed consumer products.”

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