Smarty Pants reveals brand preferences of US kids and tweens

October 9, 2009 by Emily Claire Afan

Nintendo’s Wii and DS have topped market research and New York-based consulting firm Smarty Pants’ list of Kids’ 100 Most Loved Brands of 2009.

With kids participating in more than US$500 billion in consumer spending every year, Smarty Pants president Wynne Tyree notes that the top brands aren’t traditional ‘for kids only’ brands, with many of them not marketed directly to kids.

Rounding out the top 10 are Oreo, McDonald’s, M&Ms, Doritos, Nickelodeon, Kraft Macaroni & Cheese, Cheetos and Disney.

Smarty Pants also conducted the Young Love study among 4,700 US kids and parents, and brands that scored with the six to 12 set delivered on quality family time, age-appropriate content, parent-approved indulgence, variety/choice, accessible ‘cool’ and chatter-worthy advertising.

Brands like Nickelodeon and McDonald’s, which appeal to kids and tweens across gender received the highest brand affinity scores and usage. Brands that allow kids to connect with their families were also at the top.

For more info, check out www.asksmartypants.com/younglove.