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iconkids & youth Release New Kids License Monitor Study

iconkids&youthAn average child in the UK owns merchandising products of 28 different licenses—a number gathered from the Kids License Monitor, a study conducted online by the German market research company iconkids & youth in Germany, France, and the UK. The study surveyed 3,821 kids ages 4 to 12.

Instead of the category being driven by one license, this data suggests that kids enjoy a wide range of licensed toys and merchandise. For licensors, the large selection of properties confirms that they must prevail in a highly competitive and fragmented market. The Kids License Monitor concluded that UK kids own the largest variety of merchandising products: German children possess about 25 different properties while French kids only own about 23. The most common licenses in UK nurseries are Minions followed by Spider-Man and Toy Story.

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