In Kidscorp’s latest report released today, Apple and LEGO rank as the top two brands in the US for kids and teens under 18. 

When compared to last year’s results, Apple (10%) holds firm at the top of chart for a second year in a row, while LEGO (10%) rose four ranks to tie with the tech giant by besting the likes of Nike (9%), Amazon (8%), McDonald’s (8%) and Disney (7%).

These are just some of the findings contained in the Argentina-based research firm’s Top Brands for U18 United States 2025 survey, which sampled more than 13,400 kids and teens in the US throughout 2024. 

For brands to reach top status, respondents said they need to make kids and teens feel happy (48%), and they also have to be fun (46%), while factors such as sharing the content with friends (31%) and trusting the property (30%) also play a key role in under-18s adopting brands quicker. 

Well over half (65%) of kids and teens influence their family’s purchasing decisions, according to the report. For brand owners, the most effective way to convert this audience into sales is by featuring their favorite brands in advertisements—63% said they approach a brand in response to an ad, while ads can also serve as a key tool to help generate new interest in the IP (37%) or motivate the audience to seek more information (29%).

When broken down by age, preschoolers adore Disney (19%) and LEGO (15%), while Roblox (10%) and LEGO (10%) are tied among kids ages six to 12, and teens age out of all these brands, preferring Amazon (13%) and Nike (13%). However, Apple emerged as the favorite brand across all of these demos, in third place (14% for preschoolers, 8% for six-to-12s and 11% for teens). 

For the second year in a row, Amazon (39%) and YouTube (34%) have emerged as the most trusted brands among U18s. Netflix (30%) and Apple (30%) remain close behind, while the report notes that LEGO (28%), McDonald’s (28%), Adidas (25%) and Coca-Cola (25%) need to execute new strategies to catch up to their leading competitors in this category.