The allure of animation: why 3-6 year olds love cartoons

In the 1950s Crusader Rabbit paved the way as the first animated children’s television show. Animation has evolved to become an integral part of early childhood entertainment and learning, and amongst 3-6 year olds it’s as popular as ever.

The Insights Family captures near real-time data on 3-18 year olds in 22 countries. Analysis of the data for 3-6 year olds in Australia, China, Indonesia, Japan and South Korea along with the US reveals that aside from Japan and South Korea, around two fifths like animation. In Japan two thirds of preschoolers are said to like anime, which is a style of animation originating in the country. It’s worth noting that anime is almost as popular in China as it is in Japan, according to data for Q3 ’24 (66% versus 70% respectively).

So, what is it about animation that resonates so deeply with this young age group?

Visual appeal

The vibrant colours, dynamic movements and exaggerated expressions in animated series are tailor-made for young children’s developing brains. At this stage of growth, kids are naturally drawn to bright, bold visuals that stand out and stimulate their imagination.

A cursory glance at the top ten shows in each of the six countries reveals an almost full house for animated series – in China, Indonesia and Japan the top ten are all animation.

Core entertainment genres

Closer analysis reveals other insights, for example the top ten in Australia and the US, excluding Disney, consists of only four different genres – Animals, Fantasy, Slice of Life and Music. Whereas South Korea has the most contrast in genres – Animals, Quiz/Game Show, Action/Adventure, Fantasy, Scary/Creepy, Sci-Fi, Thriller and Slice of Life. Japan accounts for the largest number of action/adventure shows in its top ten. In Australia, China and the US, series themed around animals account for four of the top ten shows. Three shows in Australia, South Korea and the US fall into the ‘fantasy’ genre.

Top three shows like Paw Patrol, Bluey and Peppa Pig use relatable scenarios that strongly resonate with preschool audiences, such as going out for the day as a family, learning that it’s good to share or being curious about things they see in the world around them. The familiarity of these experiences helps children connect with the stories, fostering a sense of comfort and belonging.

Chart 3: Core Entertainment Genres aggregated across Australia, China, Indonesia, Japan, South Korea and United States (Q3 2024).

Further analysis of the most popular shows among 3-6 year olds in the six countries reveals almost a quarter feature comedy and over a fifth can be viewed as supporting a preschooler’s education and learning.

Country of origin

Whilst it's clear that animation delivers a form of visual storytelling without the constraints of reality, animated series appear to readily travel across borders. Referring to the top ten shows in each country, US productions account for six of the top ten shows in Australia, four in China, three in Indonesia and three in Japan, but only one in South Korea. In both Japan and South Korea, six of the top ten shows are locally produced. It’s worth noting that all six shows originating in Japan are anime, but the shows originating outside Japan are a mix of comedy and education. In the US, six of the top ten shows are comedy/humour, a trend mirrored in Australia. While Pokémon is the only anime show to make Australia's top ten, no anime titles feature in the US top ten (Pokémon ranks sixteenth).

Since the country of origin is less important from a 3-6 year old’s perspective than say relatable characters, and imaginative storytelling more effective at driving audiences to an animation series, it feels like the time is right for producers from the Asia-Pacific region to pitch their wares to TV companies in other parts of the world and global streaming services.

Explore the rising passion for Japanese animation among kids and young adults with our latest free resource,Anime Playbook: Opportunities for Kids & Young Adult Audiences. This playbook analyses the global phenomenon of anime, spotlighting key age groups and regions, profiling the fanbase, and uncovering their attitudes, purchasing behaviours and the implications for brands and media organisations in licensing and content acquisition.

All statistics from The Insights Family, Kids Insights, Australia, China, Indonesia, Japan, South Korea and United States, Q3 2022 to Q3 2024 survey data.