Leading kids brands in the U.S. 2017

It was found in 2017 that among 6 to 12-year-olds in the United States YouTube and Oreo were the most loved brands. The source further reported that that year M&Ms, Hershey’s and Netflix closed the top five preferred brands among children in this age group.

Kids love sweets and videos

Cookies, chocolate and cartoons – what more could a child ask for? YouTube and Netflix are, according to survey results, the favorite source of entertainment for U.S. youth, while Oreo, M&Ms and Hershey’s satisfy their sweet tooth cravings. Oreo sales generated approximately 1.1 billion dollars in revenue in the United States in 2017. That same year Oreo's parent company Mondelez invested a total of 1.25 billion U.S dollars in global advertising efforts, while a year prior to that, the company spent 42 million U.S. dollars in promoting the cookie brand in the United States. Given these investments, it is not surprising that Oreos have such a widespread reach and recall among U.S. kids.
In terms of YouTube viewing among children, survey results show that some 81 percent of parents in the U.S. allow their young kids to watch videos on the platform at least occasionally, whereas only 19 percent never let children access YouTube. Among those who are permitted to view content on YouTube, the most popular children-themed channels are ToyPudding TV, ChuChu TV Nursery Rhymes & Kids Songs, El Reino Infantil and Masha and the Bear.

Leading brands among children in the United States in 2017

Index score 0-1,000
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Source

Release date

August 2017

Region

United States

Survey time period

2017

Number of respondents

8,292 respondents

Age group

6-12 years

Supplementary notes

The sources provides the following information on the survey's methodology:
"Brand Love is an annual brand equity study conducted online among 8,125 households with children ages 6-12. Kidfinity™ is a proprietary measure of brand awareness, love and popularity ranging from 0-1000."

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