Smarty Pants® Study Finds Amazon Is #1 Brand Among U.S. Parents

NEW YORK, Aug. 7, 2018 /PRNewswire/ -- For the second year in a row, Amazon takes the title of Parents' Most Loved Brand, according to the 2018 BRAND LOVE™ study of more than 8,900 children and their parents.  At 909, the e-commerce juggernaut nudges out Crayola by less than one point on Smarty Pants research firm's proprietary Parentfinity™ metric.

"From back-to-school shopping, to Prime Video, to the Echo Dot Kids Edition, Amazon is changing families' lives and revolutionizing what it means to be a parent today," says Smarty Pants President Wynne Tyree.

Netflix holds the number three position, followed closely by Google. Both digital giants rise 10 points since 2017, securing their grips as families' go-to content providers. In the 23^rd position, YouTube is also among parents' digital favorites. (The brand is #2 among kids ages 6-12.)

Five iconic snack/confection brands and Halos branded mandarins round out parents' top 10 brands. "This is the first year a fresh produce brand has broken into parents' top 10. Moms and dads are looking for whole, natural foods for their homes and their children, and Halos delivers," Tyree adds.  Cuties branded mandarins also makes Parents' 25 Most Loved list at #19.

Other food brands winning with parents include cookie favorites Chips Ahoy! and Oreo; candy bars Twix and Snickers, and salty snack delighters Pringles, Lay's and Goldfish crackers.

Target is the only traditional retailer on Parents' 25 Most Loved list, and Nike is the only apparel and footwear brand. Toy and game classics LEGO and Uno rank 13^th and 20^th, respectively. Parents also show love for school-centric Scholastic and Sharpie in 2018. 

PARENTS' 25 MOST LOVED BRANDS, 2018

*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 2018, 8,904 children and their parents evaluated 379 consumer brands across 19 categories as part of a two-month study. Parentfinity™ is a composite measure on a scale of 0-1000 that factors in brand awareness and love.

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

Contact:              
Alyssa Wright 
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www.asksmartypants.com

SOURCE Smarty Pants, LLC