LIMA Highlights Kids' Favorite Brands Worldwide

GLOBAL–LIMA has released its bi-annual Kidz Global Study, providing a snapshot of kids’ favorite brands and characters across multiple categories throughout the world.

April 6, 2018

LIMA Highlights Kids' Favorite Brands Worldwide

“SpongeBob SquarePants,” “Peppa Pig,”

Harry Potter,

LEGO, Nike and a score of other top brands continue to prove popular among children worldwide, according to LIMA’s most recent Kidz Global Study.

GLOBAL–LIMA has released its bi-annual Kidz Global Study, providing a snapshot of kids’ favorite brands and characters across multiple categories throughout the world.

The Kidz Global is a series of consumer of surveys created by Brand Trends. Each consumer report identifies the most recognizable kid licenses in more than 40 countries for both boys and girls; by category spanning cartoons, music, fashion and publishing, among others; and in four different age groups, ranging from infants to teens/tweens. Select countries highlighted in the Kidz Global Study include: the U.S., U.K., China, Japan, Brazil, Australia, Argentina, Spain, Belgium, France, United Arab Emirates, Germany, Italy, Malaysia, Mexico, Netherlands, Russia, South Korea, South Africa and Thailand, among many others.

Highlights from the world’s top three consumer products markets, according to LIMA’s Global Study, include:



For children aged 0-2, the top 10 licenses are (in order): Mickey Mouse, “Paw Patrol,” Batman, Fisher Price, “Sesame Street,”


, “Peppa Pig,” “SpongeBob SquarePants,” “Mickey Mouse Clubhouse” and



Meanwhile, among children aged 3-6, Spider-Man claimed the top spot, followed by “Paw Patrol,” Barbie, Mickey Mouse, Nike, LEGO, “Peppa Pig,” Batman,


, Adidas. For children aged 7-9, Nike comes in at No. 1, followed by LEGO,

Harry Potter

, Batman, Barbie, Adidas, “SpongeBob SquarePants,” Spider-Man, “Minecraft” and Superman.

Finally, for children aged 10-14, Nike is once again the top spot, with

Harry Potter

, Batman, Spider-Man, Adidas, “SpongeBob SquarePants,” LEGO, “Tom & Jerry,” Justin Bieber and Superman.

In the publishing category, the top most mentioned licenses are

Harry Potter

, Disney Princess, Mickey Mouse, Winnie The Pooh & Friends, Batman,

Diary of a Wimpy Kid


Curious George, Dr. Sues,

“Sesame Street” and “Dora the Explorer.”

For cartoons, “SpongeBob SquarePants” comes in at No. 1. Other top cartoons include: “Tom & Jerry,” Mickey Mouse, “Paw Patrol,” “Peppa Pig,” “Ben 10,” “Teen Titans Go,” “Adventure Time,” “Dora the Explorer” and “Scooby-Doo.”

The top 10 most mentioned licenses for celebrities include: Justin Bieber, Selena Gomez, Will Smith, Miley Cyrus, Vin Diesel, Taylor Swift, Katy Perry, Emma Watson, Johnny Depp and Ariana Grande.

Meanwhile, study found the top fashion brands are: Nike, Adidas, Justice, Carters, Gucci, Chanel, Zara, Disney, Under Armour and Puma.



For kids aged 0-2, the top 10 most mentioned licensed include: “Peppa Pig,” “Paw Patrol,”


, Vtech, “In the Night Garden,”

The Gruffalo

, “Teletubbies,” “Mr. Tumble” and “Thomas & Friends.”

Meanwhile, among children aged 3-6, “Peppa” is once again No. 1, followed by “Paw Patrol,” LEGO, Disney Princess,


, Spider-Man,


, My Little Pony, Batman and “Thomas and Friends.”

Next, kids aged 7-9, LEGO is the top most mentioned brand. Other top licenses include: Nike, “Minecraft,”

Harry Potter

, Adidas,

Horrid Henry,

Spider-Man, Little Mix, Batman and

Star Wars


Finally, children aged 10-14, were more loyal to fashion brands, with Nike and Adidas taking the top spots. Other top mentions include:

Harry Potter

, LEGO, “The Simpsons,” “Minecraft,” Batman, Iron Man,

Star Wars

, Ed Sheeran.

In the publishing category,

Harry Potter

is once again the most popular license among children.

The Gruffalo

, Disney Princess, “Peppa Pig,”

Horrid Henry, Diary of a Wimpy Kid,

Beatrix Potter/

Peter Rabbit

, Mr. Men Littl Miss,



Winnie the Pooh & Friends

were also popular brands.

For cartoons, “Peppa Pip” continues to prove popular. “Paw Patrol,” “Tom & Jerry,” “SpongeBob SquarePants,” “The Simpsons,” “Scooby Doo,” My Little Pony,

Horrid Henry

, “Adventure Time” and “PJ Masks” were also among the most mentioned brands.

The top 10 celebrities include: Ant & Dec, Justin Fletcher, David Williams, Justin Bieber, Simon Cowell, Ed Sheeran, One Direction, Zoella, Katy Perry and Taylor Swift.

Meanwhile, the study found the top fashion brands among children are: Nike, Next, Adidas, H&M, New Look, River Island, Primark, Zara, Marks & Spencer and Ralph Lauren.



For children aged 0-2, the top brands are (in order):


, “Inai Inai Baa,” “Doraemon,” “Okaasan to Issho,” “Thomas and Friends,” “Shimajiro,”

My Neighbor Totoro

, Tomica,


and Mickey Mouse.

Among kids aged 3-6, “Doraemon” is the No. 1 brand, followed by “Yo-Kai Watch,”


, Precure, Tomica, “Kamen Rider,” “Caryon Shin-chan,” “Pokémon,” LEGO and “Doubtutsu Sentai Zyuohger.”

Meanwhile, “Yo-Kai Watch” is the No. 1 property among kids aged 7-9. “Doraemon,” “Pokémon,” “Crayon Shin-chan,” “Dragon Ball,” “One Piece,” Mario Bros., PreCure,


and “Detective Conan” round out the top 10.

Finally, “One Piece” and “Doraemon” came out on top among children aged 10-14, followed by “Detective Conan,” “Pokémon,” “Yo-Kai Watch,” “Dragon Ball,” Nike, “Crayon Shin-chan,” “Assassination Classroom” and Adidas.

In the publishing category,


is the top brand, followed by properties like

Doraemon, Shimajiro, The Very Hungry Caterpillar, Nontan


Harry Potter

, among others.

For cartoons, “Doraemon,” was the top most mentioned license by category, followed by programs such as “One Piece,” “Detective Conan,” “Dragon Ball,” “Yo-Kai Watch” and Crayon Shin-chan.”

The top 10 most mentioned celebrities include: Kano Sisters, Inai Inai Baa, Gen Hoshino, Toriko, Lady Gaga and Dewi Sukarno, among others.

Meanwhile, the study found the top fashion brands among kids are: Uniqlo, Shimamura, Gu.u., H&M, Gap, Pink-latte, Zara and Disney, among others.

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