Updated: May 24
May 05, 2022
By Marinette Dalbard, Client Servicing Director
The recent BrandTrends survey, conducted over 42 countries including Germany, found some interesting findings, especially in terms of how key licenses are being offered to young girls – and where many prominent brands are missing out on sales.
Fact: Barbie, Paw Patrol and Frozen are the most popular entertainment brands among German girls aged three to nine, according to the newest findings. The brands scored between 42 and 42 on the Brand Popularity Index (BPI).
The Brand Popularity Index (BPI) is the unique and exclusive index created by BrandTrends. The index measures the popularity of brands. The direct result is the possibility to compare now the brand performance across all age groups, countries, time periods …
Fact: In terms of future purchase intentions (FPI), more than 60% of girls would like a Lego or a Mickey Mouse product, and around 50% would push for a Frozen or a Minions item.
In short, among the German girls aged 3 to 9, there is a big divide between the most popular brands (Barbie, Paw Patrol and Frozen) and the most wanted brands (Lego, Mickey Mouse).
What is the reason for this?
In truth, the discrepancy stems from the intentions to purchase products with Lego or Mickey Mouse on them. These are long-established brands that appeal to a large scope of demographics (boys and girls, from Infant to teenagers when not adults). This explains the very robust purchase intentions on those brands.
In Germany, the results of the most popular brands, which are often girlish and focused on a short demographic break, would be the standard. The result of their high popularity comes from the facts these are the most well-known as well as most-loved brands!
Moreover, those most popular brands tend to have less purchase intentions than their popularity should create, as they are fairly above the general law (thick orange curve on the above chart).
This has happened because Barbie, Frozen and Paw Patrol brands are not being stocked on shelves with the same quantity of different products as the other brands targeting the entire age group scope. The products offered to the girls do not reflect the large age group spread, which is in fact 3 to 9 years old. Some of the product categories abruptly stop for girls 7 or higher; while these girls still want consumer products with these brands.
The data highlights to us that products are missing on the shelves, so while girls are hugely enthusiastic about these brands, the licensed products are not there for them to choose or acquire. Leading brands are missing key opportunities by assuming their female customer is not interested in those brands or a wider scope of product categories. It is important to have these admired products on the shelves while a brand is so popular, otherwise major revenue opportunities are being lost, as well as wider brand appeal and awareness. There are high sales potentials for many licenses, which are yet to be tapped into effectively.
From the BrandTrends research, girls would be keen on buying into their most popular brands if they had the same access to them as the long-established ones, which they currently don’t. Instead, space is likely being taken up by brands that ranked less popular with the German girls interviewed. This is a very positive spin for the competition as well as for the health of the sector. This is a supply market, and the more the merrier. However, opportunities are missed there for all of these licensees.