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

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.

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

BPI (Brand Popularity Index) Girls 15-25

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 drove to a strong push in celebrities France

Cartoons Films TV Shows 612 +83

Personalities + Heroes 521 +117

Books & Comics 378 +87

Videogames & Apps 186 +34

Fashion / Sport 156 +17

1 Toys 3 -8 2

Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April Top 10 Licenses 2020 0 to 25 years old France

01 02 03 04 05 06 07

Households: 08 Spontaneous mentions Spontaneous 30% Households: 09 26% Households: 10 Mentions: 25% Households: 3.4% Mentions: 18% Households: 2.9% Mentions: 30% Households: 2.8% Mentions: 17% Households: 1.9% Mentions: 14% Households: 2.3% Mentions: 13% Households: 1.9% Mentions: 12% Households: 1.5% Mentions: 11% 1.7% Mentions: 1.4% Mentions: 1.2%

Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April Top 11 to 20 Licenses 2020 0 to 25 years old France

11 12 13 14 15 16 17

Households: 18 Spontaneous mentions Spontaneous 11% Households: 19 9% Households: 20 Mentions: 9% Households: 1.3% Mentions: 9% Households: 8% 1.2% Mentions: Households: 8% 1.1% Mentions: Households: Households: 1.0% Mentions: Mentions: 8% 8% Households: 1.0% 1.0% Mentions: 8% Households: 0.9% Mentions: 7% 1.0% Mentions: 0.8% Mentions: 1.1%

Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April In the next slides 2020 How to read? France

Top Favorite Licenses in France - April'20 vs. April'19 8.0 Brand B: More mentioned in 6.0 different categories than brand A

4.0 Brand C: Lost both in ‘penetration’ and in (percentagepoints) mentions 2.0

Brand A: Penetration Spontaneous mentions Spontaneous 0.0 More mentioned in different categories than brand B

Household -2.0

Change inChange -4.0

-6.0 -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April And the winners are … 2020 Top 30 favorite licenses France

Top Favorite Licenses in France - April'20 vs. April'19 8.0

Nike 6.0 Harry Potter

Paw Patrol Mario Bros 4.0 Adidas The Lion King Soprano Asterix Vtech (percentagepoints) Avengers Frozen 2.0 Olympique de Marseille Tintin Star Wars Puma Playmobil Minecraft Peppa Pig Minions Miraculous…

Lego Barbie Penetration Spontaneous mentions Spontaneous 0.0 T'Choupi Pokemon Disney PSG Fortnite Spider-Man

Household -2.0 Mickey Mouse

Change inChange -4.0 Kylian Mbappé

Top Favorite Licenses in France - April'20 vs. April'19 6.0 Among the new names: • Tous en cuisine Harry Potter • Les visiteurs 5.0 • Okko 4.0 The Lion King Paw Patrol 3.0 Frozen

Miraculous… The Boss Baby (percentagepoints)

2.0 Tom & Jerry Scooby-Doo Dora the Explorer

T'Choupi Koh-Lanta Penetration Spontaneous mentions Spontaneous 1.0 Masha & The Bear Toy Story Minions Barbie Despicable Me Peppa Pig Disney Princess - The Simpsons Cars the Movie Household Spider-Man Disney Star Wars Pokemon Avengers

-1.0 PJ Masks The Voice Change inChange Gulli -2.0 Mickey Mouse

-3.0 -1.5 -1.0 -0.5 - 0.5 1.0 1.5 2.0 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April And the winners are … 2020 Top 30 favorite licenses in Videogames France Top 50 licenses: 83.0% of the mentions vs. 84.6% a YAGO

Top Favorite Licenses in France - April'20 vs. April'19 5.0

4.0 Mario Bros

3.0 (percentagepoints) 2.0 Animal Crossing Barbie Minecraft Mario Kart Snapchat

Spider-Man Just Dance Penetration Spontaneous mentions Spontaneous 1.0 Call of Duty Roblox Disney Talking Tom and Friends Legend of Zelda Sonic The Hedgehog Star Wars FIFA Grand Theft Auto Nintendo Household - Brawl Stars Lego Microsoft Xbox Pokemon Cars the Movie Fortnite YouTube Candy Crush Tik Tok Sony Playstation Change inChange -1.0 Angry Birds The Sims

-2.0 -5.0 -4.0 -3.0 -2.0 -1.0 - 1.0 2.0 3.0 4.0 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April Dominated by Lego and Playmobil, the winners are … 2020 Top 30 favorite licenses in Toys France Top 50 licenses: 91.0% of the mentions vs. 91.8% a YAGO

Top Favorite Licenses in France - April'20 vs. April'19 3.5

3.0 Vtech

2.5

2.0

(percentagepoints) Playmobil Chicco 1.5 Beyblade Frozen

Miraculous… Penetration

Spontaneous mentions Spontaneous 1.0 LoL Surprise Barbie Monopoly 0.5 Mattel Ravensburger Playskool Sophie the Giraffe Household Paw Patrol Hot Wheels Lego Duplo Disney Nintendo - Hasbro Marvel Cars the Movie

Change inChange NERF Play-Doh Majorette -0.5 Avengers Fisher Price Pokemon Tut Tut Bolides -1.0 -2.5 -2.0 -1.5 -1.0 -0.5 - 0.5 1.0 1.5 2.0 2.5 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April And the winners are … 2020 Top 30 favorite licenses in Books & Comics France Top 50 licenses: 65.8% of the mentions vs. 72.6% a YAGO

Top Favorite Licenses in France - April'20 vs. April'19 3.0

2.5 Asterix

Mister Men/Little Miss 2.0 Peppa Pig Tintin

1.5 P'tit Loup

Harry Potter (percentagepoints) 1.0 Miraculous… The Smurfs Boule & Bill Pokemon Les Sisters Naruto

Penetration Marvel Spontaneous mentions Spontaneous 0.5 Lucky Luke Spirou Frozen Cinderella Mickey Mouse Paw Patrol - Disney

Household Petit Ours Brun TroTro T'Choupi Batman -0.5 Noddy The Lion King Dora the Explorer

Change inChange Uncle Scrooge Titeuf -1.0 Spider-Man

-1.5 -2.0 -1.5 -1.0 -0.5 - 0.5 1.0 1.5 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL April And the winners are … 2020 Top 30 favorite licenses in Celebrities France Top 50 licenses: 58.2% of the mentions vs. 67.6% a YAGO

Top Favorite Licenses in France - April'20 vs. April'19 4.0

3.0 Michael Jordan Soprano Slimane Lady Gaga Kev Adams 2.0 Cristiano Ronaldo Aya Nakamura M. Pokora Roger Federer Vitaa 1.0 Lionel Messi AC/DC Zinedine Zidane Neymar (percentagepoints) Angèle (Singer) Kids United - JUL Antoine Griezmann Bigflo & Oli Dadju Black M

Louane Emera Rihanna Penetration

Spontaneous mentions Spontaneous -1.0 Teddy Riner Kendji Girac -2.0

Maître Gims Emmanuel Macron Household

-3.0 Change inChange -4.0

Kylian Mbappé -5.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 - 1.0 2.0 Change in Mentions (percentage points) Source: Kidz Global, BrandTrends May 2020 KIDZ GLOBAL Implications

KIDZ GLOBAL Capture new opportunities And enhance the current ones

Provide more content, renewed content, repackaged content ... Move quickly to adjust Constantly communicate to your targets

Survey your consumers needs to create the best offerings / marketing Understand the ‘New Normal’ positioning that will appeal to them … and identify the right KPIs to track

Promote new formats, packages, versions … for the long hours in the stay-at-home situations. Innovate and expand Assess the use of the new technologies (3D printing, voice assisting …) to connect with the kid consumers

Kid consumers continuously shift more towards experiences rather Amplify the brand experience than only product consumption.

KIDZ GLOBAL Do not forget the parents!

They are the buyers, they could be the gate keepers, they want to be more part of their kids lives!

In a world where digitalization is going to take over a large part of the transactions, create strong eCommerce programs, in line with the brick-and-mortar (omnichannel experience in short), be part of the development in intelligent shopping carts …

➔Increase you digital & online investments

➔Understand their new shopper journey KIDZ GLOBAL THANK YOU FOR YOUR TIME

Philippe Guinaudeau M : +33 6 7786 6720 E : [email protected]

KIDZ GLOBAL