This year’s third edition of the multinational market study, Kids License Monitor, that is quarterly published by Munich-based research company Iconkids&Youth, has again analyzed the awareness, popularity and resulting potential of different kids licences in European key markets. The quantitative online survey was carried out amongst 1,226 boys and girls in France, Germany and the UK. They were divided into three age groups: 4- to 6-year-olds, 7- to 9-year-olds and 10- to 12-year-olds.

According to the study, Toy Story is the license with the highest international awareness: It is known by 97% of all polled children in the UK and France and by 84% of kids in Germany. Other internationally well-known licenses are Mickey Mouse (91.7% average awareness), Tom and Jerry (89.3% average awareness) or Hello Kitty, which is known by 92% of all German and 99% of all French kids asked. As for Germany, the license with the highest overall awareness is SpongeBob, which is known by 93% of the children.

Next to the awareness level of the different licenses, Kids License Monitor also tested their popularity. Whilst in the UK, Toy Story is liked the most amongst the reviewed licenses (87% stated they either like it or like it a lot), German kids are most attached to Penguins of Madagascar (80% like them or like them a lot), whereas children in France prefer Scooby-Doo! (81% stated, they like it or like it a lot).

The study moreover analyzed the correlation of the licenses’ awareness and their popularity in order to draw conclusions about their market status and categorize them as cash cows, high potentials, niche or naturally-growing phenomena. In Germany, typical cash cows are Penguins of Madagascar, as they are both known and liked by nearly all children. In contrast, the little Indian Yakari has a low awareness (47%), but those kids who know him, like him (80%). The Yakari license can therefore be seen as a high-potential one.

There were a total of 42 licenses reviewed within each market. 36 of these were covered in all three markets and 12 were respectively added nation-specific. The selection of the national licenses was made by the editors of the corresponding magazines Kazachock (France), Licensing Press (Germany) and Total Licensing (UK). Interestingly, the national licenses seem to play a big role in France, where four of the eight mostly liked licenses are French (e.g. Scooby-Doo! or Astérix), whilst in the UK and Germany, the national licenses rank rather poorly.

Other variables investigated in the study are the single licenses’ hype status, market presence (in terms of visibility and ownership) and suitability for out-of-home and in-home products.