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: 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 December 2015 iconkids & youth international research GmbH 2

3 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 France + National section: Covered in Germany + National section: Covered in the UK + Kids License Monitor December 2015 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): 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 a.dammler@iconkids.com s.schwarzer@iconkids.com Tel.: +49 (0) Tel.: +49 (0) iconkids & youth international research GmbH, Rueckertstrasse 4, D Muenchen/Munich, Germany Kids License Monitor December 2015 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 I II III IV A Adidas Almost Naked Animals Alvin and the Chipmunks Angelina Ballerina Angelo Rules Angry Birds Ant-Man Apple Astérix Austin & y Avatar B B-Daman Babar Baby Born Bad Piggies Bakugan Bambi 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 Kids License Monitor December 2015 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 I II III IV Bibi Blocksberg Bibi und Tina Big Hero 6 / Baymax Big Time Rush Blaze and the Monster Machines Bob the Builder Borussia Dortmund Boule & Bill Bratz Bruno Mars Bubble Guppies Bug Rangers Bugs Bunny Buzz Lightyear C Caillou Calimero Care Bears Cars Casper CBeebies Chloé Magique Christiano Ronaldo Chuggington Cinderella Clash of Clans Cloudbabies Cloudy with a Chance of Meatballs 2 Cro Cut the Rope Kids License Monitor December 2015 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 I II III IV 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 Minions Diary of a Wimpy Kid Die Jungs-WG Die Maus Die Olchis Die Wilden Kerle Dinotrux Disney Fairies Disney Princess Disney Princess Rapunzel Disney The Jungle Book DOC McStuffins Doctor Who Donald Duck Dora the Explorer Dragon Ball Dragons DSDS Dumb Ways To Die E Ein Fall für dich und das Tiger- Team Elefant, Tiger & Co. Kids License Monitor December 2015 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 I II III IV Ever After High Everything's Rosie Every Witch Way (G: Emma einfach magisch!) F Fairly Odd Parents Family Guy Fantastic Four Felix the Cat Filly Fireman Sam Flappy Bird Flutterbye Football Champions League Foot2Rue Franklin and Friends Frozen Fünf Freunde für alle Fälle Furby FurReal Friends G Galileo Garfield German National Football Team Germany's Next Topmodel Geronimo Stilton Glee Good Luck Charlie Goofy Gormiti Gravity Falls Kids License Monitor December 2015 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 I II III IV Green Lantern: Ani. Series Guardians of the Galaxy GZSZ H H 2 O - Just Add Water Handy Manny Hannah Montana Harry Potter Heidi Hello Kitty Henry Danger Hero Factory Hero: 108 Hexe Lilli Home Horrid Henry Hotel 13 Hot Wheels Hotel Transylvania How I Met Your Mother I icarly Ice Age In the Night Garden In your Dreams Inazuma Eleven Inside Out J Jakers! (G: Au Schwarte!) Jake and the Never Land Pirates Kids License Monitor December 2015 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 I II III IV Janosch: Tiger and Bear Jewelpet Jimmy Neutron Johnny Test Julius Jr. Jurassic World Just Dance Justin Bieber K Kate & Mim-Mim Katy Perry Käpt'n Blaubär 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 Elves LEGO Friends LEGO Ninjago LEGO Star Wars Le Petit Nicolas Les Anges de la télé-réalité Kids License Monitor December 2015 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 I II III IV Lenas Ranch Les minijusticiers Lillebi Lion King Lionel Messi Little Mix Little Princess Littlest Pet Shop Little Red Tractor logo! LoliRock Looney Tunes Lord of the Rings Lou! Löwenzahn Lucky Luke M Mako Mermaids Malcolm in the Middle Maleficent Manchester United FC Marsupilami Martine Masha and the Bear Matt Hatter Chronicles Max & Shred Max Steel Maya the Bee Me to you Mein Leben & Ich Meine Freundin Conni Mia and Me Kids License Monitor December 2015 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 I II III IV Mickey Mouse Miffy Mike & Molly Mike the Knight Minecraft Millie Inbetween Mini Ninjas Minions Minnie Mouse Minuscule Mister Maker Monk Monster High Monsters University Monsuno Moomin Moshi Monsters Mouk Mr. Bean Mr. Men & Little Miss Mr. Peabody & Sherman My Little Pony N Naruto New Super Mario Bros. Noddy (F: Oui-Oui) No Jungs! Zutritt nur für Hexen O Olympique de Marseille One Direction One Piece Ostwind Kids License Monitor December 2015 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 I II III IV P Paddington Bear Paul Frank PAW Patrol Peanuts peg + cat Penguins of Madagascar Peppa Pig Pet Alien Peter Rabbit Pettson and Findus Pferdefreunde Phineas and Ferb Pingu Pinocchio Pinypon Pippi Longstocking Pirates of the Caribbean Pitch Perfect Pittiplatsch Pixels Planes Plants vs. Zombies Playmobil Pocoyo Pokémon Polly Pocket Power Rangers Princess Lillifee Prinzessin Emmy Psy Pucca Kids License Monitor December 2015 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 I II III IV Pumuckl Puppy in My Pocket Q Q Pootle 5 R Raving Rabbids (F: Lapins Crétins) Rebecca Bonbon Redakai Rihanna Rio 2 Roary Robin Hood Robocar Poli S Sally Bollywood Sam & Cat Sammy & Co Sandmännchen Sarah & Duck Sarah Kay Scènes de ménages Scooby Doo! Schlag den Raab Schleich Bayala Schloss Einstein Secret Story Sesame Street Shake it up Shaun the Sheep Sheepworld Shimmer and Shine Kids License Monitor December 2015 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 I II III IV Shrek Skylanders Slugterra Smiley Sofia the First Sonic Spider-Man SpongeBob SquarePants Star Trek Star Wars Sternenschweif Strawberry Shortcake Subway Surfers Super 4 Superman Super Mario Bros T Tabaluga Talking Tom Tamusiland Tanzalarm Tarzan T'choupi Team Umizoomi Teen. Mutant Ninja Turtles f Temple Run Tenkai Knights The Amazing World of Gumball The Avengers The Backyardigans The Basketeers Kids License Monitor December 2015 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 I II III IV The Big Bang Theory The Chica Show The Gruffalo The Hobbit The Hunger Games 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 f The Smurfs The Story of Tracy Beaker The Very Hungry Caterpillar The Voice The World of Warriors The X-Factor Thomas & Friends Thor F Three Investigators (G: Die drei???) Three Lions (English National Footballteam) ThunderCats Tigerente Kids License Monitor December 2015 iconkids & youth international research GmbH countries UK Germany France 17

18 Overview: Licenses Covered in the Kids License Monitor /13 Waves I II III IV I II III IV I II III IV I II III IV I II III IV Tilly and Friends Tinker Bell Tintin Tip the Mouse Titeuf Toggolino 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 Vampire Diaries Vic the Viking Victorious Violetta W Wakfu Warrior Cats Waybuloo Wendy Willi Wills Wissen Winnie the Pooh Winx Club Wizards of Waverly Place Kids License Monitor December 2015 iconkids & youth international research GmbH countries UK Germany France 18

19 Overview: Licenses Covered in the Kids License Monitor /14 Waves I II III IV I II III IV I II III IV I II III IV I II III IV Wolfblood World Wrestling Ent. Worry Eaters Wow! Wow! Wubbzy! X X-Men Y Yakari Yu-Gi-Oh! Z Zhu Zhu Pets Zig & Sharko Zigby Zoey 101 Zoobles! Zou Kids License Monitor December 2015 iconkids & youth international research GmbH countries UK Germany France 19

20 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.

21 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 December 2015 iconkids & youth international research GmbH 21

22 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 December 2015 iconkids & youth international research GmbH 22

23 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 December 2015 iconkids & youth international research GmbH 23

24 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 December 2015 iconkids & youth international research GmbH 24

25 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.

26 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 December 2015 iconkids & youth international research GmbH 26 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

27 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 December 2015 iconkids & youth international research GmbH 27 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

28 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 December 2015 iconkids & youth international research GmbH 28 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

29 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 December 2015 iconkids & youth international research GmbH 29 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

30 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 December 2015 iconkids & youth international research GmbH 30 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

31 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 December 2015 iconkids & youth international research GmbH 31 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

32 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.

33 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 December 2015 iconkids & youth international research GmbH 33

34 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 December 2015 iconkids & youth international research GmbH 34

35 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.

36 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 December 2015 iconkids & youth international research GmbH 36

37 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 December 2015 iconkids & youth international research GmbH 37

38 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 December 2015 iconkids & youth international research GmbH 38

39 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 December 2015 iconkids & youth international research GmbH 39

40 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 December 2015 iconkids & youth international research GmbH 40

41 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 December 2015 iconkids & youth international research GmbH 41