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Top Favorite Brands & Licenses in France

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Top Favorite Brands & Licenses in France Top Favorite Brands & Licenses in France France – May 2020 KIDZ GLOBAL Contents The BrandTrends Suite provides licensors, agents and licensees with a full check on the relative awareness, popularity and merchandise appeal of all the leading Entertainment Brands & Characters among infants, preschoolers, children, tweens and young adults. 01 OBJECTIVE & METHODOLOGY 03 TOP LICENSES IN FRANCE 02 THE PERIOD IN LOCKDOWN 04 IMPLICATIONS KIDZ GLOBAL The objective today What’s in the session for today! This webinar will explore the changes in the brand favorites among the kids and young adults in France, right at the end of the lockdown What happened in the world of the kids that would explain the trends period. seen in their favorite brands? And how marketers can use this This is the bi-annually update on the brands and licenses for the information to leverage their strengths for more licensing sales? Licensing International members. KIDZ GLOBAL Before we start: About BrandTrends The BrandTrends Suite: SERVICE DESCRIPTION In-depth dive into the relative awareness, popularity and merchandise appeal BrandTrends Entertainment of the top 30 leading entertainment brands among people 0 to 25-year-olds. Track the relative awareness, popularity and merchandise appeal of the top 30 leading TV Shows BrandTrends Shows & Series & Series among people 0 to 25-year-olds. Assess the relative awareness, popularity and merchandise appeal of the top 30 leading BrandTrends Sports sport brands among people 7 to 25-year-olds. BrandTrends Social Uncover the efficiency of the social influencers – from popularity to efficiency on purchases - Influencers among people 10 to 25-year-olds. Predict the popularity, and thus the merchandise appeal, of the Entertainment brands BrandTrends Forecasting 2 years ahead of time. Create your own track of the relative awareness, popularity and merchandise appeal of your MyBrandTrends selected industry among a specific demographic target. KIDZ GLOBAL The survey is constructed to ascertain the most popular brands within each age group and gender and their merchandise appeal GEOGRAPHY3 DATA3 COLLECTION FIELDWORK3 France Boys N=. Girls N=. Web interviewing. Selected panelists 0-2 Years old 160 160 Nationwide are sent an email containing an introduction text and a link to the 3-6 Years old 160 160 survey. Clicking on this link launched 7-9 Years old 160 160 Each state/region is their survey. 10-14 Years old 160 160 proportionately represented For infants and preschoolers, the 15-25 Years old 160 160 based on population size to parent is the respondent on behalf provide a representative sample of a nominated child. for the country. Data was collected from April 30th to May 15th, 2020. FR @ N = 1 , 6 0 0 KIDZ GLOBAL THE PERIOD IN LOCKDOWN France - May’20 Kids 3 to 25 years old KIDZ GLOBAL Suddenly, the world unfolds under their feet! KIDZ GLOBAL Cave-in – Place de l'Alma, Paris – November 08, 1915 Kids’ lives drastically changed No more … School After-school activities Sports Entertainment New social rules ➔ ➔ ➔ ➔ Meaning no more intense Meaning less interactions More free time A whole new world to interactions with friends, less as well as less ‘energy grasp, forced to change socializing, forced to adopt spent’ their behaviors! eLearning As well as: 3 meals a day + snacks @ home, 100% time with parents for many, no more activities with grand-parents, live in a confined space, no more birthday parties, struggle to spend time with the other parent (when separated) … KIDZ GLOBAL Lockdown redefined parental lives as well Different needs, new occasions … and these impacted kids too Working from home 42% of Americans worked from home, a jump from 9% before the pandemic (source: States of Play). Shopping In China, 70% shopped more than 2x Entertainment a week for fresh & essentials. Over Global consumers spent more half of the consumers shopped money in home Entertainment online more (source: AC Nielsen). categories during lockdown (source: McKinsey & Company). Cooking Health 54% of Americans declared they 75% more exercising, cooked more at home. Purchases intelligent health products of frozen and shelf-stable fruits healthy nutrition and medical grew at 3-5x the rate of fresh fruit examination (source: AC Nielsen). in YAGO April 4th (source: AC Nielsen). KIDZ GLOBAL 1 Kids had more free time by themselves © 2019 Kidz Global All rights reserved. 10 KIDZ GLOBAL April Amplification of individual Entertainment activities 2020 … from the brands they discovered France Videogames & Apps , TV Shows, Series & Channels then Streaming dominate the genres TV Shows & Series, Channels 16% ▪ TV Shows & Series, Channels Films & Movies & Cartoons 14% Streaming / YouTube / Web ▪ Films & Movies & Cartoons 15% Series ▪ Streaming / YouTube / Web Series 88% Videogames & Apps 24% Of the discovered brands ▪ Videogames & Apps Franchise 6% ▪ Franchise Spontaneous mentions Spontaneous Comics 7% ▪ Comics ▪ Books Toys 6% Books 4% Corporate 2% Sports 2% France All Others 3% Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April Videogames & Apps for the boys, TV sources for the girls 2020 Comics have been a strong choice for boys. France Discovered Brands – Categories by Gender – Spontaneous Mentions – 3 to 25 years old Boys Girls Videogames & Apps 30% Videogames & Apps 18% TV Shows & Series, Channels 9% TV Shows & Series, Channels 24% Streaming / YouTube / Web Series 12% Streaming / YouTube / Web Series 19% Films & Movies & Cartoons 15% Films & Movies & Cartoons 13% Comics 11% Comics 3% Franchise 6% Franchise 7% Spontaneous mentions Spontaneous Toys 5% Toys 8% Books 5% Books 4% Corporate 2% Corporate 2% Sports event 2% Sports event 1% All Others 4% All Others 3% Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL Parents dedicated more time with their kids. First, its’ about learning and teaching; second, 2 it’s about bonding; third, it’s about playing. © 2019 Kidz Global All rights reserved. 13 KIDZ GLOBAL Kids discovered many 3 Entertainment brands © 2019 Kidz Global All rights reserved. 14 KIDZ GLOBAL April It’s all about streaming and videogaming 2020 The content provider have been used at length France Discovered Brands – Spontaneous Mentions – 3 to 25 years old Netflix 6% Fortnite 5% Disney+ 3% YouTube 3% FIRST RELEASE Harry Potter 3% Disney 2% Minecraft 2% Amazon Prime Video 2% La Casa de Papel 2% Kids also discovered Lego 2% Marvel 2% Spontaneous mentions Spontaneous ‘old’ content Mario Bros 1% 57 % Fifa 1% Nintendo 1% Since they increased90 their% time Call of Duty 1% watching and using, they extended to Avengers 1% new content … that was long existing! Star Wars 1% Pokemon 1% Naruto 1% Miraculous… 1% SCREENS & TOYS Note: The ‘Disney’ brand as declared by respondents is more likely to contain significant proportion of ‘Disney+’ intentions Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL Relationships with 4 brands have changed © 2019 Kidz Global All rights reserved. 16 KIDZ GLOBAL April Kids over-consumed Entertainment content in a short period of time 2020 The Fortnite case France Although still well appreciated (and gaining), and significantly discovered / used, the brand shows some affinity fatigue Attitudes (top box) towards the brand – Boys 10 to 14 years old Top favorite brands – Spontaneous Mentions – Boys 10 to 14 years old 35% 70% 30% 65% 64% 25% 60% 20% of the brand the of 55% 55% 15% Aware % 50% 10% 45% 5% 40% 0% April'19 April'20 April'18 April'19 April'20 Fortnite Marvel Fortnite Lego Star Wars Pokemon Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April To increase in sales intentions, the brand must maintain popularity 2020 … and we know popularity is a function of awareness and brand affinity France Brand Matrix (Brand Popularity vs. Merchandise Appeal) - Fortnite 60 Boys 10-14 50 Boys 7-9 40 Boys 15-25 30 Girls 10-14 20 BPI (Brand Popularity Index) Girls 15-25 10 0 0% 10% 20% 30% 40% 50% 60% 70% IFP (Intentions of Future Purchases) ➔ So a decrease in brand favorite ranking will drive to a decrease in popularity index; this will consequently drive to a lower purchase intention proportion! Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL Top Licenses in France KIDZ GLOBAL From this point in the presentation This is how we collected the data driving to these insights What is your favorite cartoon? What is your second favorite cartoon? What is your third favorite cartoon? The mentioned License belongs to the top 3 favorite brands of the respondent Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April The French market in a few numbers 2020 France 1,758 +319 Licenses vs. April’19 14 licenses make 25.7% of the mentions. Q1 • That’s 1% of all mentioned licenses. 14 • That’s also 1 more name vs. April’19. French kids up to 14 years An increase of +22.20% in a old can mention a wide year: Straight impact of the 42 licenses make 25.2% of the mentions. scope of brand names lockdown! Q2 • That’s 2% of all mentioned licenses. 42 • That’s also 7 more names vs. April’19. 174 licenses make 25.0% of the mentions. Q3 • That’s 10% of all mentioned licenses. 1,090 1,224 174 • That’s also 44 more names vs. April’19. 1,528 licenses make 24.0% of the mentions. Licenses for Boys Licenses for Girls Q4 • That’s 87% of all mentioned licenses. 1,528 • That’s also 267 more names vs. April’19. That’s an increase by That’s an increase by 16.10% in the year. 20.95% in the year Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April Robust growth in the number of names kids can report 2020 Watching TV as well as surfing on the Net
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