Golden Bear Toys found the real bullseye age for every licence.
Golden Bear Toys is a family-owned UK toy company with global reach through a distributor network. It held a roster of preschool licences and needed to know, honestly, how they ranked against each other.
the age range tracked, show by show
every licence measured against the others
income and retailer preference read alongside
A roster is only as good as its weakest licence
Golden Bear wanted to understand the relative popularity of the preschool licences it held, and anything else in the data that could inform product development and marketing.
That is a harder question than it sounds. A licensor will tell you a property is performing. What a licensee needs is a comparison across its own roster, from a source with no interest in the answer.
Ask the children and their parents, separately
Golden Bear became a client in 2018, taking both Parents Insights and Kids Insights. That allowed the team to track favourite TV shows and characters across the 0–5 range, and to compare licences directly.
It also went a layer deeper into the fans of each licence held: the real bullseye age profile rather than the intended one, what else those children liked and watched, parental income, and where those families shopped. That last group of answers only exists because parents are surveyed in their own right.
Product and marketing decisions with the same foundation
The profiles informed product development and marketing initiatives in numerous ways, and continue to — because the underlying data keeps updating, the roster view never goes stale.
The practical value is speed. When a decision needs making, the audience question is already answered, which is exactly what a lean team needs.
Having The Insights Family as a research, data and insights partner has really helped us across our business and particularly ‘at pace’ which is one of our core values.
Your next range
Rank your roster on evidence, not on the pitch deck.
Tell us the licences you hold, and we’ll show you how they compare with each other.