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New study reveals girls are increasingly into boy brands

Results from Young Love, an annual US study by youth and family research firm Smarty Pants, reveal that young girls are quickly being drawn to "boy-skewing" brands like Lego, Beyblade, and Batman.
November 16, 2012

Results from Young Love, an annual US study by youth and family research firm Smarty Pants, reveal that young girls are quickly being drawn to “boy-skewing” brands like Lego, Beyblade, and Batman.

The latest study, which ranks how kids ages six to 12 and their moms like a range of 250 brands, found that Lego came out highest as the top brand gaining with girls (2011 vs. 2012), with Batman, Superman, and Cartoon Network filling the second, third and fourth spots.

Findings also show that girls aren’t discouraged by their parents from adopting boy brands as much as boys are discouraged from trying girls’ properties. Younger girls also see older girls ignoring gender expectations and are mirroring their behavior.

The study attributes the success of the new Lego Friends line as helping boost girls’ affinity for the hit building-block brand, despite the minor controversy surrounding the line because it includes toys depicting female stereotypes (beauty salons, horse riding academies).

Additional brands that girls are leaning to include in order from the fifth spot: Beyblade, Madden NFL, Hot Wheels, Best Buy, Under Armour, and Spider-Man.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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