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Justin Bieber Tops Survey of Kids’ Interests

Last month, The NPD Group asked, “What would the kids you know say is the hottest new thing these days? It might be a celebrity, movie, TV show, toy, game, hobby, sport, website, brand, or retail store.” The group fielded answers for three weeks, compiling 7,116 mentions of things kids are into at the moment. The results are in, and they all point to big brands, which is a good sign for licensing.

9% Justin Bieber
4% Cars (franchise)
3% Xbox 360
2% Disney
2% iPad
2% iCarly
2% Dora the Explorer
2% Nintendo Wii
2% Transformers
2% iPod

Justin Bieber remained top of the list in this follow-up to The NPD Group’s May 2011 survey, in which Bieber captured 10 percent of total mentions, followed by Xbox 360, Nintendo Wii, Dora The Explorer, Cars (franchise), iPad, SpongeBob SquarePants, Disney, and video games, all at 2 percent of total mentions. Thor rounded out the Top 10 in May with 1 percent of mentions.

(The NPD Kids Industry Data Service (KIDS) provides monthly insight into purchases made on behalf of kids up to 14 years of age across product categories with an emphasis on licenses and brands. In addition, each month The NPD Group asks an open-ended, unaided question designed to provide insight into what is top-of-mind with kids today.)

Melissa Tinklepaugh

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