The annual list of the coolest brands for kids and teens has been released, revealing some interesting shifts in the rankings. Argos, a popular retailer, has experienced the biggest drop this year, falling 21 places to number 89. Additionally, well-known brands such as Jolly Ranchers, Hot Wheels, The Entertainer, Under Armour, Oculus VR, and Wagamama have all fallen out of the top 100.
One notable trend in this year’s rankings is the absence of UK brands in the top 30. The highest-ranked UK brand is Greggs, a high street bakery, at number 31, up two places from last year. However, Harry Potter has slipped for the second year in a row, dropping 5 places to number 37. On a positive note, the BBC has staged a slight recovery, rising 8 points to number 63.
Several new entrants have made their way into the top 100, including Superdrug, Boots, Uno, Subway Surfers, EA Sports, Samsung, Pandora, Poundland, and Taco Bell. However, breaking into the top 100 is no easy feat, as young people’s high expectations and brand literacy make it challenging for new brands to make a mark.
The Beano Brain team conducted extensive research by talking to kids and teens aged 7-14, known as Generation Alpha, to determine the brands they are most drawn to. They found that constant innovation, fast delivery, reliability, safety features, and a wide range of products are essential factors for brands to appeal to this generation. Surprisingly, only two of the top-performing brands, Amazon and Roblox, were born in the 21st century.
One clear trend in the rankings is the rise of certain sectors, often aligned with gender preferences. The gaming sector, for example, has performed exceptionally well this year, with gaming brands moving up the ranks. Similarly, skincare, fashion, and beauty brands have gained popularity among girls, riding the wave of the aesthetics trend.
YouTube has maintained its number one status among kids and teens, surpassing competitors like TikTok. Its diverse range of content, combining long and short-form videos, allows kids to engage with the platform in various ways. Helenor Gilmour, Director of Strategy at Beano Brain, notes that YouTube is perceived as a safe space for kids, offering educational content and parental approval.
Overall, the 2024 list of the coolest brands reflects the sophisticated brand consumption habits of kids and teens. Brands that incorporate humor and create engaging content have gained cool points with this demographic. Pete Maginn, Managing Director of Commercial Insight at Beano Brain, emphasizes that being a cool brand is not limited to a specific category, as evidenced by the diverse representation in the top 20.
In conclusion, brands that understand and cater to the needs and preferences of kids and teens are more likely to succeed in the ever-evolving market. By staying attuned to trends, embracing innovation, and fostering inter-generational appeal, brands can maintain their cool factor and resonate with young consumers.