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

Transcription

1 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 Muenchen, Germany

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 Methodology and sample: Quantitative online survey Sample: Size n = 1200 (n = 400 per country) Age groups: years (together with parent) years years 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: Visibility (is everywhere, is difficult to get, is not available) Ownership of products with that license Additionally included: Favourite Licenses for Merchandising Products (unaided) 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: years, years, years Girls split on 3 age groups: years, years, years Kids License Monitor June 2014 iconkids & youth international research GmbH 2

3 Kids License Monitor: Licenses Covered in Wave 2014/II 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, 72 different licenses were covered. International section: Covered in the UK, Germany and France + National section: Covered in France National section: Covered in Germany + National section: Covered in the UK + Kids License Monitor June 2014 iconkids & youth international research GmbH 3

4 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) Yearly subscription of four waves (total of n = 4800 online interviews) Special offer for all LIMA Members: Costs per wave (n = 1200 online interviews) Yearly subscription of four waves (total of n = 4800 online interviews) 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. 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 Costs for all three markets Publishing dates of the next issues (TBC): Fall wave 2014 : September 2014 Spring wave 2015: March 2015 Winter wave 2014: December 2014 Summer wave 2015: June 2015 Contact: Axel Dammler Nilufar Amberger a.dammler@iconkids.com n.amberger@iconkids.com Tel.: +49 (0) Tel.: +49 (0) iconkids & youth international research GmbH, Rueckertstrasse 4, D Muenchen/Munich, Germany Kids License Monitor June 2014 iconkids & youth international research GmbH 4

5 Overview of Covered Licenses (present and previous waves)

6 Overview: Licenses Covered in the Kids License Monitor /1 Waves I II III IV I II III IV I II III IV I II III IV A Adidas Almost Naked Animals Angelina Ballerina Angelo Rules Angry Birds Apple Astérix Austin & y Avatar B B-Daman Babar Baby Born Bakugan Barbapapa Barbie Batman Bayern Munich FC Bella Sara Ben 10 Ben and Holly's Little Kingdom Benjamin the Elephant (G: Benjamin Blümchen) Bernard Bernd das Brot Berlin - Tag & Nacht Beyblade Bibi Blocksberg Bibi und Tina Big Time Rush Bob the Builder Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 6

7 Overview: Licenses Covered in the Kids License Monitor /2 Waves I II III IV I II III IV I II III IV I II III IV B (cont.) Borussia Dortmund Boule & Bill Bratz Bruno Mars Bubble Guppies Bugs Bunny Buzz Lightyear C Caillou Calimero Cars Casper CBeebies Chloé Magique Christiano Ronaldo Chuggington Cloudy with a Chance of Meatballs 2 Cro Cut the Rope D Dance Academy Danny Phantom Das Haus Anubis Das magische Baumhaus Das Sams Der Fluch des Falken Der kleine Drache Kokosnuss Der kleine Rabe Socke Despicable Me Diary of a Wimpy Kid Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 7

8 Overview: Licenses Covered in the Kids License Monitor /3 Waves I II III IV I II III IV I II III IV I II III IV D (cont.) Die Jungs-WG Die Maus Die Olchis Die Wilden Kerle Disney Fairies Disney Princess Rapunzel Disney Princess DOC McStuffins Doctor Who Donald Duck Dora the Explorer Dragon Ball Dragons DSDS E Ein Fall für dich und das Tiger- Team Ever After High Everything's Rosie F Fairly Odd Parents Felix the Cat Filly Fireman Sam Football Champions League Foot2Rue Franklin and Friends Frozen Furby FurReal Friends Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 8

9 Overview: Licenses Covered in the Kids License Monitor /4 Waves I II III IV I II III IV I II III IV I II III IV G Galileo Garfield Germany National Football Team Geronimo Stilton Glee Good Luck Charlie Goofy Gormiti Green Lantern: Ani. Series GZSZ H Handy Manny Hannah Montana Harry Potter Heidi Hello Kitty Hero Factory Hero: 108 Hexe Lilli Horrid Henry Hotel 13 Hot Wheels I icarly Ice Age In the Night Garden In your Dreams Inazuma Eleven Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 9

10 Overview: Licenses Covered in the Kids License Monitor /5 Waves I II III IV I II III IV I II III IV I II III IV J Jakers! (G: Au Schwarte!) Jake and the Never Land Pirates Janosch: Tiger and Bear Jewelpet Jimmy Neutron Johnny Test Just Dance Justin Bieber K Katy Perry Kick Buttowski Kikaninchen Kimmi Doll Kid vs. Kat Kokeshi Kung Fu Panda L Lady Gaga Lalaloopsy Lauras Stern Lazy Town LEGO LEGO Chima LEGO Creator LEGO Friends LEGO Ninjago LEGO Star Wars Les Anges de la téle-réalité Lego Friends Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 10

11 Overview: Licenses Covered in the Kids License Monitor /6 Waves I II III IV I II III IV I II III IV I II III IV L (cont.) Les minijusticiers Lillebi Lionel Messi Little Mix Little Princess Littlest Pet Shop Little Red Tractor logo! Looney Tunes Lord of the Rings Löwenzahn Lucky Luke M Mako Mermaids Malcolm in the Middle Manchester United FC Marsupilami Martine Masha and the Bear Max Steel Maya the Bee Me to you Mia and Me Mickey Mouse Miffy Mike the Knight Minnie Mouse Minuscule Monk Monster High Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 11

12 Overview: Licenses Covered in the Kids License Monitor /7 Waves I II III IV I II III IV I II III IV I II III IV M (cont.) Monsters University Monsuno Moshi Monsters Mouk Mr. Men & Little Miss Mr. Bean Mr. Peabody & Sherman My Little Pony N Naruto New Super Mario Bros. Ninjago Noddy (F: Oui-Oui) No Jungs! Zutritt nur für Hexen O Olympique de Marseille One Direction One Piece P Paddington Bear Peanuts Penguins of Madagascar Peppa Pig Peter Rabbit Pettson and Findus Pferdefreunde Phineas and Ferb Pingu Pinypon Pippi Longstocking Pirates of the Caribbean Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 12

13 Overview: Licenses Covered in the Kids License Monitor /8 Waves I II III IV I II III IV I II III IV I II III IV P (cont.) Pittiplatsch Planes Playmobil Pocoyo Pokémon Polly Pocket Power Rangers Princess Lillifee Psy Pucca Pumuckl Puppy in My Pocket R Raving Rabbids (F: Lapins Crétins) Rebecca Bonbon Redakai Rio 2 Rihanna Roary S Sally Bollywood Sandmännchen Sarah Kay Scènes de ménage Scooby Doo! Schloss Einstein Secret Story Sesame Street Shake it up Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 13

14 Overview: Licenses Covered in the Kids License Monitor /9 Waves I II III IV I II III IV I II III IV I II III IV S (cont.) Shaun the Sheep Sheepworld Shrek Skylanders Smiley Sofia the First Sonic Spider-Man SpongeBob SquarePants Star Wars Sternenschweif Strawberry Shortcake Superman T Tabaluga Talking Tom Tamusiland Tanzarlalarm Tarzan T'choupi Teenage Mutant Ninja Turtles Tenkai Knights The Avengers The Backyardigans The Basketeers The Chica Show The Gruffalo The Hobbit Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 14

15 Overview: Licenses Covered in the Kids License Monitor /10 Waves I II III IV I II III IV I II III IV I II III IV T (cont.) The Incredible Hulk The Jungle Book The Legend of Enyo The Legend of Korra The Little Prince (Book) The Little Prince (TV) The Muppets The Mysterious Cities of Gold The Octonauts The Rusty Knight The Saddle Club The Simpsons The Smurfs The Story of Tracy Beaker The Very Hungry Caterpillar The Voice The X-Factor Thomas & Friends Thor Three Investigators (G: Die drei???) Three Lions (English National Footballteam) ThunderCats Tigerente Tinker Bell Tilly and Friends Tintin Titeuf Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 15

16 Overview: Licenses Covered in the Kids License Monitor /11 Waves I II III IV I II III IV I II III IV I II III IV T (cont.) Tom & Jerry TopGear Top Model Top Model UK Totally Spies Toy Story Transformers Tree Fu Tom Turbo Tweety Twilight Two and a Half Men V Vicky the Viking Victorious Violetta W Wakfu Waybuloo Wendy Willi Wills Wissen Winnie the Pooh Winx Club Wizards of Waverly Place Wolfblood World Wrestling Ent. Worry Eaters Wow! Wow! Wubbzy! Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 16

17 Overview: Licenses Covered in the Kids License Monitor /12 Waves I II III IV I II III IV I II III IV I II III IV Y Yakari Yu-Gi-Oh! Z Zhu Zhu Pets Zig and Sharko Zigby Zoey 101 Zoobles! Zou Kids License Monitor June 2014 iconkids & youth international research GmbH countries UK Germany France 17

18 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.

19 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. Total Bases: UK n=410 / Germany: n=411 / France: n=431 / in % Kids License Monitor June 2014 iconkids & youth international research GmbH 19

20 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. Total Bases: UK n=410 / Germany: n=411 / France: n=431 / in % / five-point scale Kids License Monitor June 2014 iconkids & youth international research GmbH 20

21 Appeal - Top 10 Licences 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. Total all who know the respective licence Red. bases: all who know the respective licence / in % / five-point scale Kids License Monitor June 2014 iconkids & youth international research GmbH 21

22 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. Total Bases: UK n=410 / Germany: n=411 / France: n=431 / in % Kids License Monitor June 2014 iconkids & youth international research GmbH 22

23 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.

24 Rank Total Rank Total Awareness of Licences in For example, 96 % of all German children know SpongeBob. Lowest awareness of 91 % among girls aged years. The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green. Boys Girls 1 SpongeBob SquarePants Mickey Mouse Hello Kitty Benjamin Blümchen Barbie The Smurfs Spiderman Disney Princesses Cars Hannah Montana Astérix Toy Story Thomas & Friends Simpsons Pokémon Harry Potter Bayern München Vickie the little Viking Bugs Bunny DSDS (Pop Idol) Janosch Tiger und Bär Batman Star Wars Disney Fairies Kids License Monitor June 2014 iconkids & youth international research GmbH 24 Boys Girls 25 Lazy Town Tweety Dora the Explorer Pirates of the Caribbean Power Rangers Phineas & Ferb Littlest Petshop Chuggington Fireman Sam Filly Transformers Marsupilami Dragon Ball Winx Club Das Haus Anubis Roary icarly The little Prince Ben Angelina Ballerina Barbapapa Naruto Pucca Mr Men & Little Miss

25 Rank Total Rank Total Awareness of Licences in For example, 94 % of all French children know Oui-Oui. Lowest awareness of 85 % among boys aged years. The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green. Boys Girls 1 Dora the Explorer Spiderman Hello Kitty Mickey Oui-Oui Cars Toy Story Barbie Titeuf Disney Princesses Simpsons Babar The Smurfs SpongeBob SquarePants Pokémon Scooby Doo Marsupilami Littlest Petshop Astérix Barbapapa Harry Potter Bugs Bunny Batman Winx Club Kids License Monitor June 2014 iconkids & youth international research GmbH 25 Boys Girls 25 Tintin Pucca Disney Fairies Foot2Rue Pirates of the Caribbean Tweety Dragon Ball Monsieur Madame Star Wars Hannah Montana Ben Transformers Naruto Power Rangers Olympique de Marseille The little Prince Chuggington Thomas & Friends Roary Wakfu Phineas & Ferb Lazy Town icarly

26 Rank Total Rank Total 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 years with 49 % Top Box score. The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green. Boys Girls 1 Toy Story Simpsons Lego SpongeBob SquarePants Harry Potter Hello Kitty Mickey Doctor Who Bugs Bunny Ben Penguins of Madagascar Cars Shaun the Sheep Star Wars Spiderman Winnie the Pooh Pirates of the Caribbean Phineas & Ferb Pokémon Transformers Disney Princesses Peppa Pig Disney Fairies Batman Kids License Monitor June 2014 iconkids & youth international research GmbH 26 Boys Girls 25 Mr Men & Little Miss Dora the Explorer Tweety Thomas & Friends Hannah Montana Barbie Lazy Town icarly Littlest Petshop Power Rangers Manchester United FC Chuggington Roary In the Night Garden Astérix Winx Club The Smurfs Pucca Beyblade Barbapapa Dragon Ball The little Prince Marsupilami Naruto

27 Rank Total Rank Total Appeal of Licences in - Top Box on a five-point smiley scale Reduced Base: 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. Boys Girls 1 Toy Story Simpsons Lego SpongeBob SquarePants Phineas & Ferb Doctor Who Harry Potter Hello Kitty icarly Bugs Bunny Penguins of Madagascar Pirates of the Caribbean Mickey Star Wars Cars Littlest Petshop Winx Club Disney Fairies Ben Shaun the Sheep Pucca Transformers Tweety Barbapapa Kids License Monitor June 2014 iconkids & youth international research GmbH 27 Boys Girls 25 Spiderman Winnie the Pooh Pokémon Mr Men & Little Miss Disney Princesses Batman Peppa Pig Hannah Montana Astérix Barbie Power Rangers Dora the Explorer Lazy Town Marsupilami Beyblade The little Prince Thomas & Friends Chuggington Naruto Manchester United FC Dragon Ball Roary The Smurfs In the Night Garden

28 Rank Total Rank Total Market Presence of Products with Licences in - is Everywhere For example, 93 % of all French children say that Hello Kitty products are found everywhere. The Top 3 licenses of each column are highlighted with dark green, the Top 10 licenses are highlighted with light green. Boys Girls 1 Hello Kitty Dora the Explorer Spiderman Barbie Littlest Petshop Disney Princesses Toy Story Cars Mickey Pokémon Oui-Oui Simpsons Winx Club Pucca Titeuf Harry Potter SpongeBob SquarePants Hannah Montana Disney Fairies Batman Olympique de Marseille Babar Star Wars Astérix Kids License Monitor June 2014 iconkids & youth international research GmbH 28 Boys Girls 25 Ben Scooby Doo Tweety Pirates of the Caribbean Foot2Rue Dragon Ball Marsupilami Tintin Barbapapa Transformers Naruto The Smurfs Bugs Bunny Monsieur Madame Power Rangers Wakfu Roary Chuggington Thomas & Friends The little Prince Phineas & Ferb Lazy Town icarly

29 Rank Total Rank Total 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 -year-old girls, but only 6 % of the -year-old boys would want Hello Kitty on their out-of-home products. Boys Girls 1 Hello Kitty SpongeBob SquarePants Spiderman Cars Star Wars Simpsons Pokémon Hannah Montana Harry Potter Astérix Pirates of the Caribbean Toy Story Vickie the little Viking DSDS (Pop Idol) Winx Club The Smurfs Mickey Phineas & Ferb Disney Princesses Barbie Batman Das Haus Anubis icarly Bayern München Kids License Monitor June 2014 iconkids & youth international research GmbH 29 Boys Girls 25 Transformers Disney Fairies Filly Power Rangers Ben Lazy Town Bugs Bunny Benjamin Blümchen Littlest Petshop Tweety Thomas & Friends Dora the Explorer Janosch: Tiger und Bär Marsupilami Dragon Ball Fireman Sam Pucca Naruto Roary Chuggington Angelina Ballerina Barbapapa The little Prince Mr Men & Little Miss

30 Rank Total Rank Total 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 -year-old girls and 18 % of the -year-old boys would want Hello Kitty on their in-home products. Boys Girls 1 The Smurfs Mickey Benjamin Blümchen SpongeBob SquarePants Bugs Bunny Cars Tweety Astérix Janosch: Tiger und Bär Thomas & Friends Barbie Vickie the little Viking Disney Princesses The little Prince Phineas & Ferb Lazy Town Spiderman Winx Club Disney Fairies Toy Story DSDS (Pop Idol) Barbapapa Batman Marsupilami Kids License Monitor June 2014 iconkids & youth international research GmbH 30 Boys Girls 25 Littlest Petshop Chuggington Hello Kitty Simpsons Dora the Explorer Harry Potter Filly Pucca icarly Roary Ben Hannah Montana Fireman Sam Angelina Ballerina Star Wars Das Haus Anubis Transformers Pokémon Power Rangers Pirates of the Caribbean Dragon Ball Naruto Bayern München Mr Men & Little Miss

31 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.

32 Market Status Analysis: Awareness and Appeal Children 4-12 years, all 3 markets 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 Appeal Top 2 all who know respective licence Awareness all n= Kids License Monitor June 2014 iconkids & youth international research GmbH 32

33 Market Potential Analysis: Ownership of Products and Appeal Children 4-12 years, all 3 markets 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 Appeal Top 2 all boys aged who know respective licence Ownership all boys aged who know respective licence Kids License Monitor June 2014 iconkids & youth international research GmbH 33

34 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.

35 Awareness - Top 10 Licences The licenses known by the most boys aged years in the three markets. For example, 97 % of German boys in this age group know Mickey Mouse and Cars. year old boys Bases: UK n=69 / Germany: n=68 / France: n=71 / in % Kids License Monitor June 2014 iconkids & youth international research GmbH 35

36 Awareness - Top 10 Licences The licenses known by the most girls aged years in the three markets. For example, 100 % of French girls in this age group know Dora and Disney Princess. year old girls Bases: UK n=68 / Germany: n=69 / France: n=69 / in % Kids License Monitor June 2014 iconkids & youth international research GmbH 36

37 Appeal - Top 10 Licences The licenses liked best among boys aged years in the three markets. For example, 93 % of all German boys in this age group like Cars, and 81 % like it a lot. year old boys Bases: UK n=69 / Germany: n=68 / France: n=71 / in % / five-point scale Kids License Monitor June 2014 iconkids & youth international research GmbH 37

38 Appeal - Top 10 Licences The licenses liked best among girls aged 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. year old girls Bases: UK n=68 / Germany: n=69 / France: n=69 / in % / five-point scale Kids License Monitor June 2014 iconkids & youth international research GmbH 38

39 A Closer Look at the Three Markets "Must Have" Licences Boys years The number of boys aged years who find these licenses absolutely brilliant. For example, 75 % of all UK boys aged years find Ben 10 absolutely brilliant, but only 22 % of the German boys. Total Bases: UK n=69 / Germany: n=68 / France: n=71 / in % Kids License Monitor June 2014 iconkids & youth international research GmbH 39

40 Market Potential Analysis: Ownership of Products and Appeal Boys years, all 3 markets 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 Appeal Top 2 all boys aged who know respective licence Ownership all boys aged who know respective licence Kids License Monitor June 2014 iconkids & youth international research GmbH 40