So you think you know what’s cool? Top 100 kids’ favorite brands are revealed with Netflix, YouTube and McDonald’s leading the way – and a few surprise entries you might not have expected
- Lego, Spotify and TikTok were all in the top 100, as was Greggs
The top 100 coolest brands kids prefer has been revealed with Netflix, YouTube and McDonald’s leading the way – complemented by some rather surprising entries.
Lego, Spotify and TikTok all found places in the top 100, with some less expected brands such as Greggs, Oreo and The North Face also included.
The list, compiled by Beano Brain, the comics company’s consulting arm, is in its second edition and has seen many new entries that have shaken last year’s results.
Researchers spent a year talking to 120,000 British children aged 7-14, or Gen Alpha, observing the clothes they wore and the brands they used before compiling the final list.
But in a blow to UK companies, no UK company made the top 30 with Harry Potter being the first UK entry at 32.
Netflix is the coolest brand for 7-14 year olds, survey shows
This was followed by Greggs, who entered the list for the first time at 34, Sports Direct at 40 and JD Sports at 47.
The BBC has fallen 28 places in the cool rankings, despite its efforts to attract a younger audience, the biggest drop of any company.
It is now only the 71st coolest brand among the 7-14 age bracket in a list that does not include any UK brand in the top ten.
Just inside the top 100 were Home Bargains, Under Armour, Oculus, Shein and Wagamama.
Overall, nearly 30 percent of the list is food and beverage brands, 26 percent retail, and 23 percent gaming.
Helenor Gilmour, director of Insight, Beano Brain, said: ‘Netflix reigns supreme as the king of streaming services. The ever-changing catalog makes kids feel like they couldn’t possibly get tired of the streaming platform.
“There is something for everyone and every mood and it opens a door for children to explore the world outside their door.
“They can discover compelling content from around the world and feed their desire for dark themes with shows like the hugely popular Wednesday and Stranger Things series, which delivered universal thrills to kids and adults alike, with a feel-good side of nostalgia for the last .’
She continues: ‘Children love brands with a striking appearance and a clear proposition. That’s why Nike (Just Do It!) is cooler than Adidas and that’s why Pringles, with their mouth-friendly texture and shape, are cooler than Walkers.
“Children love a sense of occasion, from Apple releases to the ritual of Oreo dunking, and they love sharing this with their families.
“Brands that are present at key life moments will score high for cool. McDonalds scored well for their FIFA World Cup promotions and Fun Football Centres, while Nike is King when it comes back to school.
Gen Alphas are the original YouTube generation that grew up with influencer collaborations, which is why their discovery and loyalty are often driven by collaborations such as Nike Chunky Dunkys in collaboration with Ben & Jerry’s.
And let’s not forget that Gen Alpha are still finding their way and making up their own minds, and they’re really behind brands that are brave, like Disney tackling puberty in the movie Red or standing up for diversity in the live-action action Little Mermaid.’