The toy brands on UK kids’ shopping lists

Lego and Barbie top boys and girls categories in the UK, respectively, in a new global awareness study from the international licensing association LIMA.
September 8, 2014

If you’re wondering which kinds of backpacks and lunch boxes British kids will be carrying to school with them this year, a new study from industry org Licensing Industry’s Merchandisers’ Association (LIMA) gives us a glimpse at what to expect.

The biggest toymaker in the world, Lego, is the favorite toy brand for boys in the UK, according to the recent survey carried out by Kidz Global on behalf of LIMA. British girls, meanwhile, have 55-year-old icon Barbie on top of their list.

The global study polled more than 30,000 children and their parents worldwide, while the number of UK respondents exceeded 1,250 across four age groups (zero to two, three to six, seven to nine, 10 to 14). Looking at the top 10 for both genders across all demos, boys are most into construction and cars, while the majority of what girls like is character-centric.

Top Ten Toys (Boys)
1. Lego
2. Cars The Movie
3. Thomas & Friends
4. Toy Story
5. Hot Wheels
7. Spider-Man
8. Star Wars
9. Mickey Mouse
10. Playmobil

Top Ten Toys (Girls)
1. Barbie
2. Hello Kitty
3. Lego
4. Peppa Pig
5. Minnie Mouse
6. Lego Friends
7. Disney Princess
8. Monster High
9. My Little Pony
10. Mickey Mouse

And while Lego ranks third among girls, had the poll combined the girls’ votes for Lego (#3) and Lego Friends (#6), the Danish brickmaker would have topped the girls list as well.

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