Lima Kidz Global India Oct17

Awareness and popularity of brands and properties among children
Study commissioned by LIMA
India - October 2017

• Favourite licences per category
CONTENTS
 Books
• An overview of the market in general  Cartoons
 Celebrities
• Favourite brands per age, gender and categories  Comics
 Fashion
 Books/comics  Movies
 Cartoon, TV shows and movies  Music
 Fashion  Sport personalities
 Personalities and superheroes  Sports clubs
 Games and video games  Toys (boys and girls)
 TV shows
• Favourite licences per age group  Video games/mobile apps
 Infants: 0-2 years old • Focus on

 Pre-schoolers: 3-6 years old
 TV shows
 Children: 7-9 years old  Toys
 Tweens and young teens: 10-14 years old
• About BrandTrends
An overview of the
market in general
9 licences make up the first quartile of mentions, representing 1% of the total number of
licences that exist on the market.
Mentions of Licenses
Among Children Aged 0-14 - Single Mentions
(India - October 2017)
% Mentions % Licences # Licences
1st Quartile 25,48% 1% 9

2nd Quartile 25,64% 2% 23
3rd Quartile 25,09% 9% 85
4th Quartile 23,79% 88% 815
Total 100,00% 100% 932
Key Facts
9 licences make up the first quartile of mentions, representing 1% of the licences that exist in
the market, indicating a high level of concentration around a small number of licences in an
otherwise busy and complex market.
88% of licenses are in the ‘tail’, the 4th quartile. For efficiency, we should focus our attention on
those leading in popularity, and carefully select a limited range of newcomers (tried and
untested) for future research.
Amongst the children interviewed, their preference for licences were more focused
on Films-Movies.
Licenses By Category
250 Nb of Licenses % of mentions 20%
201 197
200
162 15%
Nb of Licenses
156
% Mentions
142
150 126 124 113 110 10%
101
100
55 54 47
29 5%
50
0 0%
Key Facts
In first place came Films-Movies, followed by TV Shows in 2nd place, and Video-games & Apps in 3rd
place. The lowest ranking licence was Sports event.
 This indicates a concentration around a very small number of highly successful licenses.
TV Shows also records the largest growth in number of licenses (+36) VS April 2017.

Chhota Bheem rules as the top most mentioned licence over Doraemon and Tom & Jerry.
Top 10 Most Mentioned Licenses

Among Kids Aged 0-14 - Single Mentions
Chhota Bheem 2% 4,0%
Doraemon 2% 3,9%
Tom & Jerry 2% 3,3%
Spider-Man 1% 3,3%
Barbie 2% 2,6%
Motu Patlu 1% 2,6%
Nike 1% 2,1%
Harry Potter 1% 1,9% 1st Fav.
Virat Kohli 1% 1,8%
2nd & 3rd Fav.
Adidas 0,8% 1,7%
Key Facts
Chhota Bheem rules in India for children 0-14.
Doraemon and Tom & Jerry complete the top 3.
Barbie appears in 5th place.
Favorite Licenses
per age, gender
and categories
Favorite books and comics by age and gender How to read it ?
Mostly mentioned by girls 7-14

7-14 years old
Mostly mentioned by boys 7-14
Diameter : Number of mentions
The Adventures of Tintin
Chacha Chaudhary
Mr Bean
Harry Potter Ben 10
Motu Patlu The Jungle Book Spider-Man Iron Man
Girls
Boys
Superman
Disney Princess Crayon Shin-chan
Barbie Chhota Bheem Batman
Doraemon
Krishna Tom & Jerry
Dora the Explorer
Mickey Mouse
0-6
0-6 years
years old
old

Favorite Cartoon, TV shows and Movies by age and gender How to read it ?

7-14 years old
Doraemon Taarak Mehta Ka Ooltah Chashmah
Crayon Shin-chan Oggy & The Cockroaches

Mr Bean
Motu Patlu
Harry Potter
Ben 10 Spider-Man
Baahubali
Girls
Boys
Barbie Pokemon Krrish
Chhota Bheem
Mickey Mouse
Tom & Jerry
The Jungle Book
Krishna Ninja Hattori
Dora the Explorer
0-6
0-6 years
years old
old

Favorite Fashion brands by age and gender How to read it ?

7-14 years old
Reliance Trend
Myntra Pantaloons
Allen Solly
Reebok
Biba Peter England Puma Nike
Lee
Max Fashion Adidas Levi's
Benetton
Zara
Gucci
Girls
Boys
Gini and Jony
Lilliput Kids
Disney
Barbie
0-6
0-6 years
years old
old

Favorite personalities, super-heroes by age and gender How to read it ?

7-14 years old
Pusarla Venkata Sindhu Sonu Nigam

Amitabh Bachchan
Justin Bieber
Sania Mirza Lionel Messi Akshay Kumar
Sachin Tendulkar
Selena Gomez Aamir Khan
Arijit Singh Cristiano Ronaldo
Shahrukh Khan A.R.Rahman
Mahendra Singh Dhoni
Salman Khan Virat Kohli
Girls
Boys
Vijay
Hrithik Roshan
Shreya Ghoshal
0-6
0-6 years
years old
old

Favorite games and video-games by age and gender How to read it ?

7-14 years old
Grand Theft Auto

Lego
Funskool Hot Wheels
Candy Crush Angry Birds
Pokemon Spider-Man
Subway Surfers Ben 10
Girls
Boys
Barbie
Disney
Temple Run
Doraemon
Chhota Bheem Mario Bros
Mickey Mouse
Talking Tom and Friends Tom & Jerry
Fisher Price
0-6
0-6 years
years old
old

Favorite licenses
per age group
For children aged 0-2 in India, Tom & Jerry takes 1st place!
Top 10 most mentioned licenses among parents of kids aged 0-2

Key Facts
(India - % Mentions - October 2017)
 The top 10 amount to 32,8% of

Tom & Jerry 5,2% all mentions VS 40,0% in April
2017.
Chhota Bheem 4,9%
 Chhota Bheem and Doraemon
Doraemon 4,4%
complete the top 3.
Motu Patlu 3,4%
 Tom & Jerry moves up to 1th
Spider-Man 3,4%
place from 2th place.
Barbie 2,7%
 Barbie appears in 6th place.
The Jungle Book 2,4%
Dora the Explorer 2,2%

Infants
0-2 years old
Krishna 2,1%
Harry Potter 1,9%

For children aged 3-6 in India, Chhota Bheem takes 1st place!
Top 10 most mentioned licenses among parents of kids aged 3-6

Key Facts

Chhota Bheem 5,3% all mentions VS 38,7% in April
2017.
Doraemon 4,1%
 Chhota Bheem is the leading
Barbie 3,6%
brand for children aged 3-6.
Spider-Man 3,5%
 Doraemon and Barbie complete
Tom & Jerry 3,2%
the top 3.
Motu Patlu 3,2%

 Krishna moves up to 7th place
from 8th place.
Krishna 2,3%
Mickey Mouse 2,3%
Preschoolers
3-6 years old
The Jungle Book 2,2%
Dora the Explorer 2,0%

For children aged 7-9 in India, Doraemon takes 1st place!
Top 10 most mentioned licenses among kids aged 7-9

Key Facts

Doraemon 3,7% all mentions VS 28,4% in April
2017.
Chhota Bheem 3,5%
 Chhota Bheem and Spider-Man
Spider-Man 3,1%
complete the top 3.
Motu Patlu 2,9%
 Doraemon moves up to 1th
Barbie 2,2%
Tom & Jerry 2,1%

Nike 2,1%
Adidas 2,1%
Children
7-9 years old
Sachin Tendulkar 1,9%
Harry Potter 1,9%

For children aged 10-14 in India, Doraemon takes 1st place!
Top 10 most mentioned licenses among kids aged 10-14

Key Facts

Doraemon 3,6% all mentions VS 27,7% in April
2017.
Spider-Man 3,2%
 Doraemon is the leading brand
Tom & Jerry 3,2%
for children aged 10-14.
Chhota Bheem 3,0%
 Spider-Man and Tom & Jerry
Nike 2,6%
complete the top 3.
Barbie 2,2%
 Spider-Man moves up to 2th
Harry Potter 2,1%
Adidas 2,0%
Tweens & Teens
10-14 years old
Virat Kohli 2,0%
Sachin Tendulkar 1,7%

Favorite Licenses
By category
Harry Potter is the most read book among children in the country!
The top 10 most mentioned licences by category

Books
1 Harry Potter
2 The Jungle Book
3 Chhota Bheem
4 Spider-Man
5 Krishna
6 Tom & Jerry
7 Superman
8 Doraemon
9 Motu Patlu
10 Batman
Doraemon ranks as the children's favorite cartoon.

Cartoons
1 Doraemon
2 Chhota Bheem
3 Tom & Jerry
4 Motu Patlu
5 Crayon Shin-chan
6 Mickey Mouse
7 Dora the Explorer
8 Pokemon
9 Ninja Hattori
10 Ben 10
Salman Khan comes top over Shahrukh Khan in the country for being most popular!

Celebrities
1 Salman Khan
2 Shahrukh Khan
3 Amitabh Bachchan
4 Aamir Khan
5 Vijay
6 Akshay Kumar
7 Hrithik Roshan
8 Deepika Padukone
9 Rajinikanth
10 Varun Dhawan
Spider-Man leads here over Superman and Batman!

Comics
1 Spider-Man
2 Superman
3 Batman
4 Tom & Jerry
5 Chhota Bheem
6 Motu Patlu
7 Chacha Chaudhary
8 Doraemon
9 Mickey Mouse
10 The Adventures of Tintin

Nike rules over Levi's, and Adidas completing the top 3.

Fashion
1 Nike
2 Levi's
3 Adidas
4 Zara
5 Barbie
6 Gini and Jony
7 Puma
8 Benetton
9 Gucci
10 Biba
Spider-Man is the children's favourite movie in the country!

Movies
1 Spider-Man
2 The Jungle Book
3 Harry Potter
4 Baahubali
5 Krrish
6 Barbie
7 Frozen
8 Krishna
9 Ice Age
10 Batman
Arijit Singh leads this ranking over A.R.Rahman.

Music
1 Arijit Singh
2 A.R.Rahman
3 Sonu Nigam
4 Justin Bieber
5 Shreya Ghoshal
6 Selena Gomez
7 Yo Yo Honey Singh
8 Michael Jackson
9 Lata Mangeshkar
10 One Direction
Virat Kohli takes the lead as favourite sports personality, over Mahendra Singh Dhoni and
Sachin Tendulkar.

Sports personalities
1 Virat Kohli
2 Mahendra Singh Dhoni
3 Sachin Tendulkar
4 Pusarla Venkata Sindhu
5 Lionel Messi
6 Sania Mirza
7 Cristiano Ronaldo
8 Saina Nehwal
9 Yuvraj Singh
10 Rohit Sharma
Barcelona FC is the favourite sports club for children in the country!

Sports clubs
1 Barcelona FC
2 Real Madrid
3 Manchester United FC
4 Mumbai Indians
5 Chelsea FC
Mohun Bagan Athletic
6
Club
7 Chennai Super Kings
Royal Challengers
8
Bangalore
9 Kolkata Knight Riders
India National Cricket
10
Team
Hot Wheels is the boys' favourite toy in India, ahead of Lego and Doraemon.

Toys - Boys
1 Hot Wheels
2 Lego
3 Doraemon
4 Cars the Movie
5 Spider-Man
6 Fisher Price
7 Ben 10
8 Funskool
9 Chhota Bheem
10 Barbie
Barbie is the girls' favourite toy in India, ahead of Disney and Lego.

Toys - Girls
1 Barbie
2 Disney
3 Lego
4 Fisher Price
5 Funskool
6 Mickey Mouse
7 Ben 10
8 Chhota Bheem
9 Doraemon
10 Teddy Bear
Taarak Mehta Ka Ooltah Chashmah comes first, ahead of Doraemon and Chhota Bheem.

TV Shows
Taarak Mehta Ka Ooltah
1
Chashmah
2 Doraemon
3 Chhota Bheem
4 Motu Patlu
5 Tom & Jerry
6 Dora the Explorer
7 Crayon Shin-chan
8 Krishna
9 Big Boss
Who wants to be a
10
Millionaire
Candy Crush is the favourite video game for children in this country.

Video-Games / Apps
1 Candy Crush
2 Angry Birds
3 Mario Bros
4 Temple Run
5 Subway Surfers
6 Spider-Man
7 Grand Theft Auto
8 Talking Tom and Friends
9 Sony Playstation
10 Clash of Clans
Focus
TV Shows
For children aged 0-2, Taarak Mehta Ka Ooltah Chashmah rules for boys, while girls prefer
Dora the Explorer.
The top 10 most mentioned licences among parents of children aged 0-2
TV Shows
Taarak Mehta Ka Ooltah Chashmah 11% Dora the Explorer 9%

Krishna 8% Doraemon 9%
Motu Patlu 8% Chhota Bheem 6%
Chhota Bheem 7% Tom & Jerry 5%
Tom & Jerry 7% Motu Patlu 5%
Doraemon 6% Crayon Shin-chan 4%
Dora the Explorer 5% Ninja Hattori 3%
Big Boss 4% Barbie 2%
Crayon Shin-chan 4% Ben 10 2%
The Comedy Network 4% Boys 0-2 Power Puff Girls 2% Girls 0-2
For children aged 3-6, Doraemon rules for boys, while girls prefer Chhota Bheem.
TV Shows
Doraemon 7% Chhota Bheem 10%
Chhota Bheem 6% Doraemon 8%
Krishna 5% Dora the Explorer 7%
Tom & Jerry 5% Motu Patlu 6%
Motu Patlu 5% Crayon Shin-chan 5%
Spider-Man 5% Krishna 3%
Crayon Shin-chan 4% Peppa Pig 3%

Taarak Mehta Ka
Pokemon 4% Ooltah Chashmah 3%
Mickey Mouse 3% Tom & Jerry 3%
Mr Bean 3% Boys 3-6 Ben 10 2% Girls 3-6

For children aged 7-9, Doraemon rules for boys, while girls prefer Dance India Dance.
The top 10 most mentioned licences among children aged 7-9
TV Shows
Doraemon 8% Dance India Dance 7%

Taarak Mehta Ka
Ooltah Chashmah 8% Motu Patlu 7%
Taarak Mehta Ka
Chhota Bheem 7% Ooltah Chashmah 7%
Motu Patlu 6% Doraemon 4%

Who wants to be a
Mr Bean 3% Millionaire 4%
Crayon Shin-chan 3% Chhota Bheem 4%

Oggy & The
Cockroaches 3% Airtel Super Singer 2%
Ben 10 3% Krishna 2%
C.I.D. 2% Nick Jr 2%
Tom & Jerry 2% Boys 7-9 Dora the Explorer 2% Girls 7-9
For children aged 10-14, Taarak Mehta Ka Ooltah Chashmah rules for both genders.
TV Shows
Taarak Mehta Ka Ooltah Chashmah 11% Taarak Mehta Ka Ooltah Chashmah 15%
Who wants to be a Millionaire 7% Kaun Banega Crorepati 6%
Doraemon 5% Big Boss 5%
Kaun Banega Crorepati 5% Chhota Bheem 4%
Big Boss 4% Doraemon 4%
Chhota Bheem 4% Tom & Jerry 4%
Crayon Shin-chan 3% Baalveer 4%
Friends 3% Who wants to be a Millionaire 2%
Motu Patlu 2% Motu Patlu 2%
Kapil Sharma 2% Boys 10-14 Mr Bean 2% Girls 10-14

Toys
For children aged 0-2, Fisher Price rules for boys, while girls prefer Barbie.
Toys
Fisher Price 11% Barbie 22%
Hot Wheels 8% Fisher Price 9%
Doraemon 7% Mickey Mouse 6%
Barbie 5% Disney 5%
Spider-Man 5% Disney Princess 3%
Motu Patlu 4% Teddy Bear 3%
Chhota Bheem 3% Doraemon 3%
Tom & Jerry 3% Tom & Jerry 3%
Lego 3% Funskool 3%
Winnie The Pooh &
Funskool 3% Boys 0-2 3% Girls 0-2
Friends
For children aged 3-6, Hot Wheels rules for boys, while girls prefer Barbie.
Toys
Hot Wheels 13% Barbie 31%
Cars the Movie 11% Disney 9%
Doraemon 6% Ben 10 5%
Spider-Man 6% Fisher Price 4%
Angry Birds 5% Mickey Mouse 4%
Lego 5% Chhota Bheem 3%
Chhota Bheem 4% Funskool 3%
Fisher Price 3% Motu Patlu 3%
Tom & Jerry 3% Lego 3%
Motu Patlu 3% Boys 3-6 Frozen 3% Girls 3-6

Toys
Lego 14% Disney 10%
Chhota Bheem 3% Lego 6%
Funskool 3% Ben 10 3%
Mattel 3% Hot Wheels 3%
Spider-Man 3% Fisher Price 2%
Ben 10 2% X-Men 2%
Cars the Movie 2% Chhota Bheem 2%
Deadpool 2% Doraemon 2%
Pokemon 2% Boys 7-9 Funskool 2% Girls 7-9

Toys
Lego 9% Lego 9%
Ben 10 7% Funskool 6%
Funskool 6% Dora the Explorer 3%
Disney 5% Mickey Mouse 3%
Marvel 4% Doraemon 3%
Barbie 4% Spider-Man 3%
Mickey Mouse 3% Hot Wheels 3%
Spider-Man 3% Disney 3%
Doraemon 3% Boys 10-14 Uno 3% Girls 10-14

About BrandTrends
Description & Methodology
To follow the trends closely, BrandTrends collects data globally four times a year.
• Each year, in October and in April, all the 42 countries are surveyed.
• In total, we interview 44 000 children and their parents.
• The waves of January and July are customized : You can subscribe to additional countries for these waves if you would like more data.
All reports are available six weeks after the interviews.
January April July October

A Global Coverage
Reports are available in 42 countries
North America Asia

USA, Canada, Mexico China, Hong Kong,
Taiwan, India,
Indonesia, Japan,
Malaysia, Philippines,
Singapore, South Korea,
Latin America Thailand, Vietnam
Brazil, Argentina,
Colombia, Chile, 3 19
Venezuela 12
Oceania
Australia
Europe-MEA New Zealand
Belgium, Czech Rep.,
5
Denmark, France, 1 2 Africa
Germany, Greece,
South Africa
Hungary, Italy,
Netherlands, Poland,
Romania, Russia, Spain,
Sweden, UK, Turkey,
Saudi Arabia
U.A.E.,
Ukraine
45
Contact
Contact Kidz Global

Mr. Philippe Guinaudeau
us Phone: +33 6 7786 6720

Email: philippe.guinaudeau@kidzglobal.com
46

Lima Kidz Global India Oct17

Uploaded by

Copyright:

Available Formats

Lima Kidz Global India Oct17

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Lima Kidz Global India Oct17

Uploaded by

Copyright:

Available Formats

Awareness and popularity of brands and properties among children

Study commissioned by LIMA

India - October 2017

 Infants: 0-2 years old • Focus on

% Mentions % Licences # Licences

1st Quartile 25,48% 1% 9

(India - October 2017)

Top 10 Most Mentioned Licenses

Mostly mentioned by girls 7-14

Diameter : Number of mentions

The Adventures of Tintin

(India - October 2017)

Mostly mentioned by girls 7-14

Diameter : Number of mentions

Doraemon Taarak Mehta Ka Ooltah Chashmah

Crayon Shin-chan Oggy & The Cockroaches

Krishna Ninja Hattori

Dora the Explorer

(India - October 2017)

Mostly mentioned by girls 7-14

Diameter : Number of mentions

(India - October 2017)

Mostly mentioned by girls 7-14

Diameter : Number of mentions

Pusarla Venkata Sindhu Sonu Nigam

(India - October 2017)

Mostly mentioned by girls 7-14

Diameter : Number of mentions

Grand Theft Auto

(India - October 2017)

Top 10 most mentioned licenses among parents of kids aged 0-2

 The top 10 amount to 32,8% of

The Jungle Book 2,4%

Dora the Explorer 2,2%

Harry Potter 1,9%

Top 10 most mentioned licenses among parents of kids aged 3-6

 The top 10 amount to 31,7% of

Motu Patlu 3,2%

Dora the Explorer 2,0%

Top 10 most mentioned licenses among kids aged 7-9

 The top 10 amount to 25,7% of

Tom & Jerry 2,1%

Harry Potter 1,9%

Top 10 most mentioned licenses among kids aged 10-14

 The top 10 amount to 25,6% of

Sachin Tendulkar 1,7%

The top 10 most mentioned licences by category

2 The Jungle Book

6 Tom & Jerry

The top 10 most mentioned licences by category

3 Tom & Jerry

7 Dora the Explorer

The top 10 most mentioned licences by category

The top 10 most mentioned licences by category

4 Tom & Jerry

10 The Adventures of Tintin

The top 10 most mentioned licences by category

6 Gini and Jony

The top 10 most mentioned licences by category