Cocomelon takes the crown for the What Kids Love Award at The Licensing Awards 2025

Cocomelon has been crowned the winner of The Insights Family’s What Kids Love Award at this year’s Licensing Awards, held last night at London’s Grosvenor House Hotel. The award celebrates the brand with the strongest purchase intent among UK kids aged 3 to 12 over the past year, based on independent data collected by The Insights Family between 1 June 2024 and 31 May 2025.

The Licensing Awards 2025 brought together more than 1,200 industry leaders for an evening of celebration, recognising the creativity, resilience and innovation driving the licensing sector.

“Partnering with The Insights Family for the What Kids Love award helps to give The Licensing Awards even further gravitas, adding a credible consumer accolade to the line-up and meaning that they truly do reward every aspect of the licensing industry.”Ian Hyder, CEO, Max Publishing, which owns and organises The Licensing Awards

Cocomelon distinguished itself through remarkable gains in popularity with UK kids. Between Q2 2024 and Q2 2025, the brand rose from 11th to 2nd place in the ranking of most-loved YouTube channels, rising from 2.7% to 4.6%, and now sits just behind MrBeast (5.6%).

“We are delighted to have won such a prestigious award! Cocomelon’s mission is to teach life skills through music, and winning the What Kids Love award, the only category voted for by parents and kids, demonstrates the strong connection UK families have with the franchise. Our team will continue partnering and collaborating with our amazing licensees and retail partners to bring Cocomelon to life through incredible products and experiences in the UK and beyond.”Helen Genia, Head of Consumer Products International, Moonbug Entertainment (owner of Cocomelon)

“The What Kids Love Award celebrates the content that truly connects with young audiences and the creative teams behind those properties. Cocomelon’s rise is especially inspiring because it began as a creator-led channel on YouTube and has grown into a global intellectual property with mass appeal. It’s proof that digital-born IPs can now stand shoulder to shoulder with legacy franchises in the hearts, minds and shopping baskets of UK kids.”Tom Williams, CEO, The Insights Family

The What Kids Love Award reflects the real preferences of children, drawing on the world’s largest continuous survey of kids, teens, parents and families conducted by The Insights Family. Previous winners include Pokémon (2024), Minecraft (2023, 2022) and Disney (2021).

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