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Kids License Monitor Online Study in France, Germany, and the UK

supported by

Study Description

In association with:

iconkids & youth international research GmbH, Rueckertstrasse 4, D- 80336 Muenchen, Germany

Kids License Monitor – December 2015 – © iconkids & youth international research GmbH 2

Kids License Monitor: Study Details

The Kids License Monitor is a quarterly multi-national market study to measure the appeal and potential of licenses in

European key markets. In each wave, a different set of licenses will be researched.

Covered markets:

• France – in association with

• Germany – in association with

• UK – in association with

The included licenses were selected by the editors of the

three magazines

Covered variables for each included license:

• Awareness

• Appeal (rating scale)

• Market status:

– Relevant set affiliation – is the license ok to have

on products?

– Hype status – is the license hot in the peer group?

• Category fit:

– Suitability for out-of-home products

– Suitability for in-home products

• Market presence:

– Ownership of products with that license

Additionally included:

• Favourite Licenses for Merchandising Products

(unaided)

Methodology and sample:

• Quantitative online survey

• Sample:

– Size n = 1200 (n = 400 per country)

– Age groups: 4-6 years (together with parent)

7-9 years

10-12 years

Reporting: Power Point Report with graphs/tables and Excel table file with the following grid for the total sample and each

country:

• Total

• Boys split on 3 age groups: 4-6 years, 7-9 years, 10-12 years

• Girls split on 3 age groups: 4-6 years, 7-9 years, 10-12 years


Kids License Monitor: Licenses Covered in Wave 2015/IV

36 licenses were covered in all three markets. In each market, 12 additional national licenses were included.

The report summarizes and compares the results of all three markets. In total, 70 different licenses were covered.

International section:

Covered in the UK,

Germany and France

National section: Covered in the UK

National section: Covered in Germany

National section: Covered in France

+

+

+


Kids License Monitor: Costs and Timing

The Kids License Monitor will be conducted quarterly with a varying selection of licenses. The standardized approach

allows monitoring the development of licenses over time as well as the comparison of new properties with benchmarks.

Costs for the study:

• Costs per wave

(n = 1200 online interviews) € 890.--

• Yearly subscription of four waves

(total of n = 4800 online interviews) € 2.900.--

Special offer for all LIMA Members:

• Costs per wave

(n = 1200 online interviews) € 490.--

• Yearly subscription of four waves

(total of n = 4800 online interviews) € 1.490.--

Non-German clients: These costs are exempt from VAT according to § 3a (3) and (4) UstG in Germany. We would like to point out, however, that VAT tax liability is

transferred to your company (reverse charge procedure). Clients in Germany: These costs are subject to addition of 19% VAT.

Publishing dates of the next issues (TBC):

• Spring wave 2016: March 2016 Fall wave 2016: September 2016

• Summer wave 2016: June 2016 Winter wave 2016: December 2016

Contact: Axel Dammler Sonja Schwarzer

[email protected] [email protected]

Tel.: +49 (0) 89 - 544629-33 Tel.: +49 (0) 89 - 544629-47

iconkids & youth international research GmbH, Rueckertstrasse 4, D- 80336 Muenchen/Munich, Germany

Integration of licenses: Your license has not been included so far? Use the possibility to integrate licenses into the Kids

License Monitor. Your license can be included in all three countries or in just one country of your choice.

• Costs for one market € 750.-- Costs for all three markets € 1.500.--

Overview of Covered Licenses (present and previous waves)


Waves

2011 2012 2013 2014 2015

I II III IV I II III IV I II III IV I II III IV I II III IV

A

Adidas All

Almost Naked Animals All

Alvin and the Chipmunks All

Angelina Ballerina

Angelo Rules All

Angry Birds All All All All All All

Ant-Man All

Apple All

Astérix All All All All All All All

Austin & Ally All

Avatar

B

B-Daman All All

Babar

Baby Born All All All All

Bad Piggies All

Bakugan All All All All

Bambi All

Barbapapa All All All All

Barbie All All All All All All All All

Batman All All All All All All All

Bayern Munich FC

Bella Sara

Ben 10 All All All All All All

Ben and Holly's Little Kingdom All

Benjamin the Elephant (G: Benjamin Blümchen)

Bernard

Bernd das Brot

Berlin - Tag & Nacht

Beyblade All All All All

Overview: Licenses Covered in the Kids License Monitor /1

All countries UK Germany France All


Waves

2011 2012 2013 2014 2015


Bibi Blocksberg

Bibi und Tina

Big Hero 6 / Baymax

Big Time Rush All All All All

Blaze and the Monster

Machines

Bob the Builder All All All All All All

Borussia Dortmund

Boule & Bill

Bratz All All

Bruno Mars All

Bubble Guppies All All

Bug Rangers

Bugs Bunny All All All All All All

Buzz Lightyear All All

C

Caillou All All All All All

Calimero

Care Bears

Cars All All All All All All All All

Casper

CBeebies

Chloé Magique

Christiano Ronaldo All

Chuggington All All All All All All

Cinderella

Clash of Clans All All

Cloudbabies

Cloudy with a Chance of

Meatballs 2

Cro

Cut the Rope




Waves

2011 2012 2013 2014 2015


D

Dance Academy

Danny Phantom All All All

Das Haus Anubis

Das magische Baumhaus

Das Sams

Der Fluch des Falken

Der kleine Drache Kokosnuss

Der kleine Rabe Socke

Minions All All

Diary of a Wimpy Kid All All All All All All

Die Jungs-WG

Die Maus

Die Olchis

Die Wilden Kerle

Dinotrux

Disney Fairies All All All All All All All

Disney Princess All All All All All All All All All All All

Disney Princess Rapunzel

Disney The Jungle Book

DOC McStuffins All All

Doctor Who

Donald Duck All All All All All All

Dora the Explorer All All All All All All All All

Dragon Ball All All

Dragons All All All All All

DSDS

Dumb Ways To Die

E

Ein Fall für dich und das Tiger-

Team

Elefant, Tiger & Co.




Waves

2011 2012 2013 2014 2015


Ever After High All All

Everything's Rosie

Every Witch Way (G: Emma – einfach magisch!)

F

Fairly Odd Parents All All All All All All All

Family Guy

Fantastic Four All

Felix the Cat

Filly All All All All All

Fireman Sam All

Flappy Bird All

Flutterbye All

Football Champions League All All

Foot2Rue

Franklin and Friends

Frozen All All All All

Fünf Freunde für alle Fälle

Furby All All

FurReal Friends All All All

G

Galileo

Garfield All All All All All All

German National Football

Team

Germany's Next Topmodel

Geronimo Stilton

Glee All All All

Good Luck Charlie

Goofy All All All

Gormiti All All All

Gravity Falls All




Waves

2011 2012 2013 2014 2015


Green Lantern: Ani. Series All

Guardians of the Galaxy

GZSZ

H

H2O - Just Add Water

Handy Manny All All

Hannah Montana All

Harry Potter All All All All All All All

Heidi All

Hello Kitty All All All All All All All All All

Henry Danger

Hero Factory All All

Hero: 108 All All All All

Hexe Lilli

Home All

Horrid Henry All All

Hotel 13

Hot Wheels All All All All All All

Hotel Transylvania

How I Met Your Mother All

I

iCarly All

Ice Age All All All All All

In the Night Garden

In your Dreams

Inazuma Eleven All All

Inside Out

J

Jakers! (G: Au Schwarte!)

All

Jake and the Never Land

Pirates All All All






Waves

2011 2012 2013 2014 2015


Janosch: Tiger and Bear

Jewelpet

Jimmy Neutron All All All All All

Johnny Test All All All

Julius Jr.

Jurassic World

Just Dance

Justin Bieber All All All

K

Kate & Mim-Mim

Katy Perry All All

Käpt'n Blaubär

Kick Buttowski

Kikaninchen

Kimmi Doll

Kid vs. Kat All All

Kokeshi

Kung Fu Panda All All All All All All

L

Lady Gaga All

Lalaloopsy All

Lauras Stern

Lazy Town All All All All All All All

LEGO

LEGO Chima All All All

LEGO Creator All All

LEGO Elves All

LEGO Friends All All All All

LEGO Ninjago All All All All

LEGO Star Wars All

Le Petit Nicolas

Les Anges de la télé-réalité



Waves

2011 2012 2013 2014 2015


Lenas Ranch

Les minijusticiers

Lillebi

Lion King

Lionel Messi All

Little Mix

Little Princess All All All All

Littlest Pet Shop All All All All All All All

Little Red Tractor

logo!

LoliRock

Looney Tunes All All All All All

Lord of the Rings All All

Lou!

Löwenzahn

Lucky Luke All

M

Mako Mermaids

Malcolm in the Middle All All All

Maleficent

Manchester United FC

Marsupilami All All All All All

Martine

Masha and the Bear All All All

Matt Hatter Chronicles

Max & Shred

Max Steel All All

Maya the Bee All All All All All

Me to you

Mein Leben & Ich

Meine Freundin Conni

Mia and Me All All All All




Waves

2011 2012 2013 2014 2015


Mickey Mouse All All All All All All All All

Miffy All All All

Mike & Molly

Mike the Knight All All All All

Minecraft All

Millie Inbetween

Mini Ninjas

Minions All All All

Minnie Mouse All All All

Minuscule

Mister Maker

Monk

Monster High All All All All All All All All

Monsters University All

Monsuno

Moomin

Moshi Monsters

Mouk

Mr. Bean All All All All All

Mr. Men & Little Miss All All All All All All All

Mr. Peabody & Sherman

My Little Pony All All All All All All

N

Naruto All All All

New Super Mario Bros. All All All All All All

Noddy (F: Oui-Oui)

No Jungs! Zutritt nur für Hexen

O

Olympique de Marseille

One Direction All All All

One Piece All All

Ostwind




Waves

2011 2012 2013 2014 2015


P

Paddington Bear All All All

Paul Frank All All

PAW Patrol All All

Peanuts All All All All All All

peg + cat

Penguins of Madagascar All All All All All All All

Peppa Pig All All

Pet Alien

Peter Rabbit All All

Pettson and Findus

Pferdefreunde

Phineas and Ferb All All All All All All All

Pingu

Pinocchio All

Pinypon

Pippi Longstocking

Pirates of the Caribbean All All All All

Pitch Perfect All

Pittiplatsch

Pixels

Planes All All All

Plants vs. Zombies

Playmobil All All All All All

Pocoyo All All All All

Pokémon All All All All All

Polly Pocket All All All All

Power Rangers All All All All All All

Princess Lillifee

Prinzessin Emmy

Psy All

Pucca All All All All




Waves

2011 2012 2013 2014 2015


Pumuckl

Puppy in My Pocket All All All All All

Q

Q Pootle 5

R

Raving Rabbids (F: Lapins Crétins)

Rebecca Bonbon All

Redakai

Rihanna All All

Rio 2 All

Roary All

Robin Hood

Robocar Poli All

S

Sally Bollywood All All

Sam & Cat All

Sammy & Co

Sandmännchen

Sarah & Duck

Sarah Kay All

Scènes de ménages

Scooby Doo!

Schlag den Raab

Schleich Bayala

Schloss Einstein

Secret Story

Sesame Street All All All All All

Shake it up All All All

Shaun the Sheep All All All All All All All

Sheepworld

Shimmer and Shine




Waves

2011 2012 2013 2014 2015


Shrek All All All All All All

Skylanders All All All All All

Slugterra

Smiley

Sofia the First All All

Sonic

Spider-Man All All All All All All All All

SpongeBob SquarePants All All All All All All All All All All

Star Trek All

Star Wars All All All All All All All All

Sternenschweif

Strawberry Shortcake

Subway Surfers All All

Super 4

Superman

Super Mario Bros

T

Tabaluga

Talking Tom All All

Tamusiland

Tanzalarm

Tarzan

T'choupi

Team Umizoomi

Teen. Mutant Ninja Turtles All All All f All All

Temple Run All All

Tenkai Knights

The Amazing World of

Gumball All

The Avengers All

The Backyardigans All

The Basketeers




Waves

2011 2012 2013 2014 2015


The Big Bang Theory All

The Chica Show

The Gruffalo

The Hobbit All All All

The Hunger Games All

The Incredible Hulk All All

The Jungle Book All All

The Legend of Enyo All All

The Legend of Korra

The Little Prince (Book) All All All All

The Little Prince (TV) All All All All All

The Muppets All All All All All All

The Mysterious Cities

of Gold

The Octonauts All All All All All All

The Rusty Knight All All All

The Saddle Club

The Simpsons All All All All All All f All All All

The Smurfs All All All All All All All All

The Story of Tracy Beaker

The Very Hungry Caterpillar All

The Voice All All

The World of Warriors

The X-Factor All

Thomas & Friends All All All All All All All

Thor F

Three Investigators (G: Die drei ???)

Three Lions (English National Footballteam)

ThunderCats

Tigerente




Waves

2011 2012 2013 2014 2015


Tilly and Friends All

Tinker Bell All All All

Tintin All All All All

Tip the Mouse All

Titeuf

Toggolino

Tom & Jerry All All All All All All

TopGear

Top Model

Top Model UK

Totally Spies All All All All All

Toy Story All All All All All

Transformers All All All All All All All All

Tree Fu Tom

Turbo

Tweety All All All All All All

Twilight All All

Two and a Half Men All All All All

V

Vampire Diaries

Vic the Viking All All

Victorious All All All All All

Violetta All All All

W

Wakfu

Warrior Cats

Waybuloo

Wendy

Willi Wills Wissen

Winnie the Pooh All All All All All All All

Winx Club All All All All All All All All All

Wizards of Waverly Place All




Waves

2011 2012 2013 2014 2015


Wolfblood All

World Wrestling Ent. All All All All All

Worry Eaters All All

Wow! Wow! Wubbzy! All All All All All

X

X-Men All All

Y

Yakari All All All All All

Yu-Gi-Oh! All All All All All All

Z

Zhu Zhu Pets

Zig & Sharko

Zigby All All

Zoey 101 All All All

Zoobles! All All All

Zou


What you get: The results Top 10 Charts

Get the big picture: Which licenses are hot in Europe?

The next pages show some examples:

Similar charts will be included in the report for all included questions.


Total

Awareness - Top 10 Licences

The licenses known by the most children aged 4-12 years in the three markets (total sample).

For example, 96% of all UK children in this age group know Toy Story and Thomas & Friends.

96

95

94

89

89

87

86

86

86

85

98

98

97

95

94

94

94

93

92

92

96

96

94

93

92

91

91

90

90

89

Bases: UK n=410 / Germany: n=411 / France: n=431 / in %


Total

Appeal - Top 10 Licences

The licenses liked best among children aged 4-12 years in the three markets (total sample).

For example, 88 % of all UK children in this age group like Toy Story, and 65 % like it a lot.

65

51

45

47

34

32

35

40

30

32

24

26

30

25

37

37

34

26

35

30

88

77

75

72

71

69

69

66

65

62

52

37

44

32

38

38

28

32

25

29

24

38

31

41

33

26

31

23

31

26

75

75

75

73

70

64

59

56

56

55

49

50

43

56

40

34

31

32

31

42

28

27

33

19

33

38

39

35

35

23

78

77

76

75

73

72

71

67

66

66

Bases: UK n=410 / Germany: n=411 / France: n=431 / in % / five-point scale


Total

all who know the

respective licence


The licenses liked best among those children aged 4-12 years in the three markets who know the respective license.

For example, 90 % of UK children who know the license Toy Story like it, and 67 % like it a lot.

63

55

50

40

43

53

42

38

55

44

19

27

31

41

34

24

35

38

21

29

82

82

81

80

77

77

76

76

75

72

54

61

47

52

44

36

38

34

46

44

29

21

34

27

34

43

39

37

24

26

83

81

81

79

79

78

76

70

70

70

67

57

38

40

48

50

46

37

34

44

24

27

41

39

31

26

27

35

38

27

90

83

79

79

79

76

73

72

72

72

Red. bases: all who know the respective licence / in % / five-point scale


Total

Ownership of Products with that License - Top 10 Licences

The 10 licenses owned by the most children aged 4-12 years in the three markets.

For example, 50 % of all German children in this age group own SpongeBob products.

81

74

70

68

67

64

63

62

51

50

55

46

43

42

41

41

41

39

38

34

50

48

42

41

38

35

31

30

30

30


What you get: The results Market overview – the results for all

covered licenses per market

Look at the details: How do the licenses

perform in the different market segments?

The next pages show some examples: Similar charts will be included in the report for

all 3 covered markets and all included questions.


Awareness of Licences in

For example, 96 % of all German children know SpongeBob. Lowest awareness of 91 % among girls aged 4-6 years.

The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green.

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

1 SpongeBob SquarePants 96 96 97 97 91 99 94

2 Mickey Mouse 95 97 93 94 94 97 96

3 Hello Kitty 94 88 93 88 100 99 99

4 Benjamin Blümchen 89 94 83 80 91 91 96

5 Barbie 89 78 84 86 94 94 97

6 The Smurfs 87 90 81 88 81 87 94

7 Spiderman 86 87 96 96 67 82 91

8 Disney Princesses 86 74 75 81 94 96 97

9 Cars 86 97 91 86 73 85 83

10 Hannah Montana 85 71 81 80 84 96 97

11 Astérix 84 74 94 97 61 88 93

12 Toy Story 84 79 91 91 64 82 96

13 Thomas & Friends 83 90 90 74 74 85 84

14 Simpsons 81 68 80 94 64 87 93

15 Pokémon 80 65 93 94 52 81 94

16 Harry Potter 79 69 86 91 46 85 96

17 Bayern München 75 68 86 91 49 63 93

18 Vickie the little Viking 72 71 81 75 51 75 81

19 Bugs Bunny 71 53 75 86 51 76 84

20 DSDS (Pop Idol) 70 47 68 87 51 78 87

21 Janosch Tiger und Bär 67 62 65 65 58 67 84

22 Batman 66 68 84 93 29 51 74

23 Star Wars 65 62 77 91 30 54 75

24 Disney Fairies 60 35 38 48 74 82 84

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

25 Lazy Town 59 43 67 58 46 70 71

26 Tweety 58 37 55 62 46 76 74

27 Dora the Explorer 58 46 57 35 74 82 57

28 Pirates of the Caribbean 58 40 67 87 19 58 78

29 Power Rangers 55 37 75 84 17 52 65

30 Phineas & Ferb 54 49 58 51 45 63 58

31 Littlest Petshop 53 24 35 44 58 82 74

32 Chuggington 51 66 45 44 59 55 39

33 Fireman Sam 51 74 55 38 44 55 44

34 Filly 51 27 33 28 75 79 62

35 Transformers 46 41 64 81 9 30 52

36 Marsupilami 46 37 46 46 39 39 67

37 Dragon Ball 45 32 55 67 16 45 54

38 Winx Club 45 10 33 30 45 73 75

39 Das Haus Anubis 43 12 42 57 19 57 74

40 Roary 43 57 36 29 58 42 33

41 iCarly 39 10 33 51 22 54 67

42 The little Prince 39 31 42 39 35 40 46

43 Ben 10 33 28 46 46 17 30 28

44 Angelina Ballerina 32 22 23 15 41 58 33

45 Barbapapa 29 25 32 32 20 28 36

46 Naruto 22 12 28 39 12 12 28

47 Pucca 19 3 16 12 22 28 30

48 Mr Men & Little Miss 7 0 7 6 7 6 13


Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs


2 Spiderman 98 100 100 99 93 97 99

3 Hello Kitty 97 94 96 96 99 100 100

4 Mickey 95 96 94 89 97 99 94

5 Oui-Oui 94 97 99 85 97 93 94

6 Cars 94 99 99 96 84 95 90

7 Toy Story 94 97 96 99 81 95 93

8 Barbie 93 82 90 91 96 99 100

9 Titeuf 92 93 99 97 74 95 96


11 Simpsons 92 82 96 97 83 97 97

12 Babar 92 94 94 84 93 95 92

13 The Smurfs 92 89 92 91 91 93 94


15 Pokémon 91 85 100 100 78 92 92

16 Scooby Doo 91 90 99 91 75 96 93

17 Marsupilami 89 80 94 93 84 89 90


19 Astérix 88 76 94 97 73 88 97

20 Barbapapa 85 70 86 88 87 88 90

21 Harry Potter 82 70 97 95 44 90 96

22 Bugs Bunny 82 72 86 91 71 82 89

23 Batman 82 86 96 93 49 80 85

24 Winx Club 81 61 79 72 83 95 97

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

25 Tintin 80 63 93 92 54 86 90

26 Pucca 75 54 71 65 75 88 96

27 Disney Fairies 75 63 65 56 87 89 87

28 Foot2Rue 73 65 86 87 42 81 78


30 Tweety 69 56 64 64 78 73 78

31 Dragon Ball 69 61 86 89 33 64 76

32 Monsieur Madame 67 59 74 48 80 75 66

33 Star Wars 67 65 89 85 26 56 78

34 Hannah Montana 65 37 67 73 41 84 90

35 Ben 10 63 58 86 76 44 62 54

36 Transformers 62 59 90 85 26 49 61

37 Naruto 55 45 83 76 26 44 55

38 Power Rangers 54 42 81 76 19 44 59

39 Olympique de Marseille 53 41 64 76 29 44 62


41 Chuggington 48 66 56 23 52 48 44

42 Thomas & Friends 44 54 46 28 51 43 45

43 Roary 41 61 44 25 48 41 27

44 Wakfu 29 20 42 43 9 23 37

45 Phineas & Ferb 26 14 43 29 10 27 28

46 Lazy Town 14 9 14 16 13 15 17

47 iCarly 9 1 14 11 4 8 14

Awareness of Licences in

For example, 94 % of all French children know Oui-Oui. Lowest awareness of 85 % among boys aged 10-12 years.



Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

1 Toy Story 65 88 64 50 66 75 44

2 Simpsons 51 48 63 71 28 46 47

3 Lego 47 84 66 47 31 32 22


5 Harry Potter 40 38 46 43 24 46 46

6 Hello Kitty 35 7 5 9 78 69 46

7 Mickey 35 48 22 13 57 37 31

8 Doctor Who 34 25 48 46 15 40 34

9 Bugs Bunny 34 36 37 27 34 35 34

10 Ben 10 32 70 46 26 19 19 15

11 Penguins of Madagascar 32 45 31 21 35 31 28

12 Cars 32 68 42 19 24 18 21

13 Shaun the Sheep 30 35 28 26 44 22 22

14 Star Wars 29 41 52 44 9 16 13

15 Spiderman 28 62 43 27 16 10 10

16 Winnie the Pooh 28 30 13 9 56 28 32


18 Phineas & Ferb 27 29 34 23 19 32 25

19 Pokémon 25 39 39 34 10 15 13

20 Transformers 25 44 51 31 4 7 13


22 Peppa Pig 24 41 8 4 65 13 16

23 Disney Fairies 24 9 5 3 65 47 19

24 Batman 24 55 36 30 4 10 9

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs



27 Tweety 22 19 15 9 27 37 28

28 Thomas & Friends 22 57 9 11 34 10 9

29 Hannah Montana 22 6 5 1 34 52 34

30 Barbie 22 3 5 1 62 37 22

31 Lazy Town 21 42 13 6 37 19 9

32 iCarly 21 4 9 13 16 49 35


34 Power Rangers 19 44 30 19 6 9 7

35 Manchester United FC 15 15 21 27 7 12 10

36 Chuggington 15 41 6 1 24 10 9

37 Roary 15 46 8 3 15 10 9

38 In the Night Garden 11 17 6 4 24 9 6

39 Astérix 11 13 16 9 3 12 12

40 Winx Club 11 3 3 3 15 28 13

41 The Smurfs 10 13 6 6 9 12 15

42 Pucca 10 4 0 1 13 25 16

43 Beyblade 9 12 18 10 6 6 4

44 Barbapapa 7 10 8 7 6 6 6

45 Dragon Ball 7 10 8 10 3 4 4


47 Marsupilami 5 6 3 1 4 7 6

48 Naruto 4 6 5 4 3 3 4

Appeal of Licences in - Top Box on a five-point smiley scale

For example, 21% of all UK children like iCarly a lot. Highest appeal among girls aged 7-9 years with 49 % Top Box score.



Appeal of Licences in - Top Box on a five-point smiley scale

Reduced Base: All who Know the Respective Licence

For example, of those UK children who actually know iCarly, 41% like it a lot.

The Top 3 licenses are highlighted with dark green, the Top 10 licenses are highlighted with light green.

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

1 Toy Story 67 88 66 52 70 77 45

2 Simpsons 57 57 76 75 31 48 53

3 Lego 50 86 70 48 36 32 22


5 Phineas & Ferb 46 63 60 34 32 46 44

6 Doctor Who 45 44 60 48 21 47 38

7 Harry Potter 44 46 50 45 30 48 46

8 Hello Kitty 43 11 6 10 84 72 50

9 iCarly 41 17 24 21 53 63 47

10 Bugs Bunny 40 51 45 29 48 38 37

11 Penguins of Madagascar 38 56 44 24 50 33 29


13 Mickey 37 49 25 14 62 39 33

14 Star Wars 36 53 58 46 15 18 15

15 Cars 36 68 45 20 31 18 24


17 Winx Club 34 25 10 10 47 52 25

18 Disney Fairies 34 14 10 6 74 49 19

19 Ben 10 34 71 49 26 21 20 14

20 Shaun the Sheep 34 42 33 32 49 23 25

21 Pucca 33 50 0 0 50 58 31

22 Transformers 33 59 56 33 10 8 14

23 Tweety 32 31 23 12 46 44 35

24 Barbapapa 32 33 43 33 33 25 25

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

25 Spiderman 31 64 48 29 19 10 10

26 Winnie the Pooh 30 31 15 7 60 28 35

27 Pokémon 30 53 46 35 17 16 10



30 Batman 28 62 39 31 8 12 9

31 Peppa Pig 27 42 9 5 68 13 17

32 Hannah Montana 26 8 6 2 41 52 35

33 Astérix 25 33 37 21 22 28 16

34 Barbie 25 5 5 2 68 38 23

35 Power Rangers 25 56 33 21 13 12 4


37 Lazy Town 23 42 15 4 42 20 11

38 Marsupilami 23 50 25 13 0 75 0

39 Beyblade 22 42 39 17 20 20 0


41 Thomas & Friends 22 57 10 11 35 9 8

42 Chuggington 22 45 11 3 29 9 12

43 Naruto 21 50 17 30 25 25 0

44 Manchester United FC 21 23 25 33 13 14 13

45 Dragon Ball 21 86 18 26 10 17 5

46 Roary 20 47 9 5 20 12 8

47 The Smurfs 19 67 14 8 22 24 17

48 In the Night Garden 12 19 7 5 25 9 4


Category Fit of Licences in - Suitability for Out-of-Home Products

For example, 41 % of German children find Hello Kitty suited for out-of-home products. 87 % of the 4-6-year-old girls, but

only 6 % of the 4-6-year-old boys would want Hello Kitty on their out-of-home products.

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

1 Hello Kitty 41 6 4 4 87 79 64


3 Spiderman 34 69 68 49 13 3 1

4 Cars 33 81 44 19 23 19 12

5 Star Wars 32 37 52 61 7 18 16

6 Simpsons 30 31 35 61 9 16 29

7 Pokémon 30 35 61 48 7 12 15

8 Hannah Montana 29 2 1 1 39 61 67

9 Harry Potter 27 24 25 32 7 25 49

10 Astérix 27 38 42 54 1 10 15


12 Toy Story 26 53 46 32 9 5 12


14 DSDS (Pop Idol) 25 2 22 30 10 34 51

15 Winx Club 24 0 3 1 44 54 41

16 The Smurfs 23 25 23 9 36 21 23

17 Mickey 22 38 17 9 36 21 12

18 Phineas & Ferb 22 32 41 20 16 13 7


20 Barbie 20 0 1 3 62 37 19

21 Batman 20 44 39 28 3 8 1

22 Das Haus Anubis 20 6 20 20 9 24 42

23 iCarly 20 2 10 10 9 37 54

24 Bayern München 20 19 35 44 1 12 6

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

25 Transformers 19 34 39 35 1 5 1

26 Disney Fairies 19 3 0 3 55 33 19

27 Filly 17 0 3 3 57 34 7

28 Power Rangers 17 27 41 19 1 8 4

29 Ben 10 16 28 35 23 3 5 1

30 Lazy Town 16 16 20 13 12 22 12

31 Bugs Bunny 14 22 20 12 10 8 15



34 Tweety 13 4 7 4 22 22 19

35 Thomas & Friends 13 49 9 3 9 3 4


37 Janosch: Tiger und Bär 11 18 12 4 15 8 9

38 Marsupilami 11 13 10 6 16 9 9

39 Dragon Ball 10 13 20 17 4 3 3

40 Fireman Sam 10 44 6 3 4 2 1

41 Pucca 9 0 3 4 19 15 12

42 Naruto 8 6 12 13 4 8 4

43 Roary 7 31 6 0 3 3 1

44 Chuggington 7 29 4 3 3 0 3


46 Barbapapa 7 7 9 4 7 5 7




Category Fit of Licences in - Suitability for In-Home Products

For example, only 16% of German children find Hello Kitty suited for in-home products. 20 % of the 4-6-year-old girls and

18 % of the 4-6-year-old boys would want Hello Kitty on their in-home products.

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs

1 The Smurfs 41 56 36 28 44 46 35

2 Mickey 33 41 45 30 30 24 26



5 Bugs Bunny 24 25 33 22 17 24 25

6 Cars 24 22 42 32 16 15 16

7 Tweety 24 24 13 17 28 34 26

8 Astérix 23 19 39 29 20 12 17

9 Janosch: Tiger und Bär 22 41 23 13 28 13 15

10 Thomas & Friends 20 32 26 19 19 10 15

11 Barbie 20 4 6 12 30 30 35




15 Phineas & Ferb 19 19 22 16 17 30 7

16 Lazy Town 18 18 19 22 10 22 17

17 Spiderman 18 21 26 30 9 8 13

18 Winx Club 18 6 4 9 28 33 28

19 Disney Fairies 18 6 4 10 26 30 29

20 Toy Story 17 18 23 32 6 12 13

21 DSDS (Pop Idol) 17 6 15 26 13 16 28

22 Barbapapa 17 21 15 6 17 18 26

23 Batman 17 21 29 36 6 6 4

24 Marsupilami 17 28 16 25 16 9 9

Ran

k

To

tal Boys Girls

4-6 yrs

7-9 yrs

10-12 yrs

4-6 yrs

7-9 yrs

10-12 yrs


26 Chuggington 17 31 12 15 19 12 12

27 Hello Kitty 16 18 10 4 20 24 22

28 Simpsons 16 22 16 22 13 12 13


30 Harry Potter 16 16 22 19 3 15 19

31 Filly 16 9 3 6 26 34 16

32 Pucca 14 4 4 9 25 25 16

33 iCarly 14 3 17 16 7 18 22

34 Roary 13 24 15 10 19 6 7

35 Ben 10 13 12 15 29 4 8 12

36 Hannah Montana 13 3 10 13 16 15 22

37 Fireman Sam 13 35 17 7 9 3 7


39 Star Wars 13 12 17 26 4 9 7

40 Das Haus Anubis 13 2 15 19 9 13 19

41 Transformers 12 13 17 23 1 10 9

42 Pokémon 11 10 10 17 7 10 13

43 Power Rangers 11 9 16 25 4 12 3


45 Dragon Ball 9 9 15 16 3 6 7

46 Naruto 9 10 10 25 3 0 7

47 Bayern München 9 7 7 16 4 9 10


What you get: The results Complex market analysis and

identification of high potential licenses

Understand market trends:

What could be the next big thing?

The next pages show some examples:

Similar charts will be included in the report for the most relevant questions.


Correlation of license awareness and appeal. For example, Toy Story (# 3) is known and liked by almost every child. iCarly

(# 37) has low awareness but those who know it like it. Barbie (# 23) is known well but liked by few, i.e. young girls only.

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29 30

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90

20 30 40 50 60 70 80 90 100

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39

Market Status Analysis:

Awareness and Appeal – Children 4-12 years, all 3 markets

Appeal Top 2

all who know

respective licence

Awareness

all n=1.252


Correlation of license appeal and ownership of products. For example, almost every child who likes Cars (# 30) already owns Cars

products. However, many children who like Phineas and Ferb (# 39) or Chuggington (# 14) don't own products of these licenses yet.

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0 10 20 30 40 50 60 70 80 90 100

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39

Market Potential Analysis:

Ownership of Products and Appeal – Children 4-12 years, all 3 markets

Appeal Top 2

all boys aged 4-6 who know

respective licence

Ownership


respective licence

What the results allow you to do: Analysis of specific market segments

Use the data for your individual analysis:

How can the licenses help you in your market segment?

The next pages show examples for the pre-school market.

The data used for this analysis is included in the report. The charts are not included,

but can be provided at request.


4-6 year old boys


The licenses known by the most boys aged 4-6 years in the three markets.

For example, 97 % of German boys in this age group know Mickey Mouse and Cars.

100

100

100

99

99

99

97

97

96

96

97

97

96

94

90

90

88

87

79

78

100

99

99

97

97

96

94

94

93

90



4-6 year old girls


The licenses known by the most girls aged 4-6 years in the three markets.

For example, 100 % of French girls in this age group know Dora and Disney Princess.

96

96

96

96

94

93

93

90

90

90

100

94

94

94

91

91

84

81

75

74

100

100

99

97

97

96

94

93

93

91



4-6 year old boys


The licenses liked best among boys aged 4-6 years in the three markets.

For example, 93 % of all German boys in this age group like Cars, and 81 % like it a lot.

88

84

68

70

62

57

55

48

45

36

10

12

26

23

25

26

26

32

35

42

99

96

94

93

87

83

81

80

80

78

81

53

68

47

59

43

47

29

57

44

12

34

16

32

19

32

27

43

13

25

93

87

84

79

78

75

74

72

71

69

85

80

72

62

55

45

42

39

48

39

11

14

13

23

28

30

32

35

25

34

96

94

85

85

83

75

75

75

73

73



4-6 year old girls


The licenses liked best among girls aged 4-6 years in the three markets.

For example, 97 % of all French girls in this age group like Disney Princess, and 86 % like it a lot.

78

78

66

56

57

65

65

62

62

40

15

15

27

34

31

22

22

25

25

44

93

93

93

90

88

87

87

87

87

84

87

86

65

52

71

67

45

52

46

45

4

6

19

32

10

15

33

23

29

30

91

91

84

84

81

81

78

75

75

75

86

74

57

84

71

64

64

55

51

46

12

20

38

7

19

25

23

29

33

36

97

94

94

91

90

88

87

84

84

83



Total

A Closer Look at the Three Markets

"Must Have" Licences – Boys 4-6 years

The number of boys aged 4-6 years who find these licenses absolutely brilliant.

For example, 75 % of all UK boys aged 4-6 years find Ben 10 absolutely brilliant, but only 22 % of the German boys.

75

70

70

42

48

55

49

30

30

46


49

75

92

25

48

82

31

25

31

35

22

34

72

63

32

78

35

50

37

32


Correlation of license appeal and ownership of products. For example, Chuggington has growth potential in all three

markets, and Ben 10 has potential in France and Germany. Cars and Ben 10 have passed their appeal peak in the UK.

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Market Potential Analysis:

Ownership of Products and Appeal – Boys 4-6 years, all 3 markets

Appeal Top 2


respective licence

Ownership


respective licence

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