Kidz Global is a marketing research company and offer an analysis of Entertainment brands with its service BrandTrends.
The latest report was focused on China: Chinese children are getting more independent every day and more conscious about things/objects around them. As licensed products receive a growing success, a thorough /extensive study revealed the most popular brands in order to improve their performance on the market.
Brandtrends is a service which helps identify the commercial awareness, popularity and attractively of a brand.
Carried out by experts on consumer goods for children, the study aims to give the subscriber customized analysis and advices on immediate actions. Being global, it also helps to evaluate the potential growth of brands.
The latest report on China pointed out the most appreciated by children brands/the brands which were the most loved/appreciated by children.
Some brands are the most popular and stand out by popularity. For little girls, it is all about Disney Princesses and Hello Kitty. For boys it is mainly all for Transformers and Mickey Mouse brands.
When asked what brands they prefer, girls answer Barbie and Disney Princesses. To the same question, boys mention The Pheasant Sheep and Kakusan, a famous manga character. But half of them also say Bakugan.
Not only do the brand need to be known and loved, but it also needs to be "owned" by children buying licensed product of this brand.
The key to success is when 2/3 of children know the brand, buy licensed products of the brand and become consumer for the brand.
A popular brand must attract a strong share of its chore target in at least 3 categories of products and above 25%. The most bought categories among Chinese children aged 7 to 9 are stationery, books and clothing. To be successful in China means choosing brands with high potential like Hello Kitty, Disney Princesses or Tom and Jerry.