LIMA Launches New Toy Report

The International Licensing Industry Merchandisers’ Association has introduced the first in a new series of consumer survey reports detailing kids’ favorite brands and characters across a variety of categories in 31 nations around the world.

LIMA’s new Kidz Global Studies will be released quarterly for nine nations and semi-annually for another 22 countries.

LIMA has commissioned Kidz Global to produce the reports, which will be free to LIMA members.

Each report will measure the awareness, popularity and merchandise appeal of the top 30 most important brands to children. Every report will identify the most recognizable kid licenses in the country for both boys and girls, break it down by category and extrapolate information across four different age groups, from infants to tweens/young teens.

“Our Kidz Global studies will provide a ranking of children’s preferences, and for kids in the youngest age groups, their parents’ responses to questions about what they like in entertainment and sports,” says Charles Riotto, president, LIMA. “This information will help licensing teams make the most informed decisions possible for their companies and brands on a market-by-market basis. We’re very excited to be working with Kidz Global to provide this wealth of actionable information to help our members grow their businesses, their brands and their bottom lines.”

Of the 31 countries reviewed annually, surveys covering the U.S., Australia, Canada, France, Germany, Italy, Japan, Spain and the U.K. will be updated and released quarterly. Two reports per year will be compiled for Argentina, Belgium, Brazil, China, Czech Republic, Denmark, Hungary, India, Indonesia, Malaysia, Mexico, Netherlands, Philippines, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden, Taiwan, Thailand and Turkey.