Smarty Pants© Report Finds YouTube Is Kids' Most Loved Brand

News provided by

Smarty Pants, LLC

Aug 10, 2017, 08:27 ET

NEW YORK, Aug. 10, 2017 /PRNewswire/ -- YouTube maintains dominance as Kids' Most Loved Brand in the U.S., according to the 2017 Brand Love* study of more than 8,200 children and their parents.  For a second year, YouTube beats iconic kid delighters such as LEGO, McDonald's and Crayola, nudging out America's favorite cookie, Oreo, by less than one point.

"YouTube is paramount in kids' lives today. With an infinite library of engaging content that is continuously refreshed, it is their go-to resource for entertainment, inspiration and information," says Smarty Pants president, Wynne Tyree.

Moms and dads love YouTube, too. The brand is #10 among parents, up from #24 just two years ago. The all-family lovefest shows no indication of slowing, as competitors are unable to rival the ever-expanding catalog of user-generated content that carries a $0 price-tag.

TOP 20 KID BRANDS, 2017

RANK  

 BRAND

KIDFINITY SCORE

1

YouTube

900

2

OREO 

900

3

M&M'S 

898

4

Hershey's

879

5

Netflix

872

6

Doritos

871

7

Toys "R" Us

864

8

Fidget Spinners

863

9

iPad

862

10

McDonald's 

861

11

LEGO

854

12

Kit Kat  

852

13

Chips Ahoy!  

847

14

Skittles     

844

15

Cheetos  

844

16

Crayola  

843

17

Popsicle

842

18

Lay's 

841

19

Fruit Roll-Ups 

840

20

Disney Channel 

835

Other notable findings for 2017 include:

  • Netflix continues its ascent, rising to #5 overall.
  • Amazon dominates retail while brick-and-mortar stores decline.
  • Snapchat surges as kids' preferred social media platform.
  • Boys show more love for "girl brands" like Disney Princesses, Wonder Woman, DC Super Hero Girls, and American Girl.
  • Addictive Fidget Spinners, the brand responsible for the breakout fad of 2017, debuts at #8.

*Methodology
Brand Love is an annual brand equity study conducted online among a representative sample of U.S. households with children ages 6-12. In 2017, 8,292 children and their parents evaluated 347 consumer brands across 20 categories as part of the three-month study. Kidfinity™ scores are a composite measure on a scale of 0-1000 that factor in brand awareness, love and popularity. 

About Smarty Pants
Smarty Pants, LLC is a market research consultancy with offices in New York, San Diego, Boston, Tampa and Johnson City, Tenn. The firm conducts youth and family research and guides marketers on brand positioning, new products and consumer trends.

Contact:

Meredith Franck

914.939.1897

[email protected]

SOURCE Smarty Pants, LLC