Gotta catch them kids’ hearts: Pokémon crowned winner of the What Kids Love Award

The Insights Family is delighted to announce that Pokémon was awarded the prestigious What Kids Love Award at the 2024 Licensing Awards in London last night. This accolade, created in collaboration with Max Publishing and sponsored by The Insights Family, honours the brand with the highest purchasing power (or purchase intent) among UK children aged 3 to 12 over the past year.

The Insights Family’s mission has always been to inspire organisations to place kids, teens, parents and families at the heart of what they do. By partnering with industry leaders like Max Publishing and The Licensing Awards, we’ve created an award that truly reflects the tastes of UK children aged 3 to 12. Previous winners have included Minecraft in both 2023 and 2022, and Disney’s Frozen franchise back in 2021.

“The What Kids Love Award is all about celebrating the amazing content that resonates with young audiences and recognising the brilliant brand owners behind those properties. Heartfelt congratulations to all the finalists this year, who have shown incredible creativity in creating experiences that resonate with children. Since our journey began in 2017, it’s been amazing to see Pokémon’s stronghold, cementing its place as the standout IP for UK children in 2024.”Tom Williams, CEO, The Insights Family

“The Licensing Awards celebrate and reward all aspects of the licensing industry, including the impressive licensed product ranges, inspiring retailing execution, superb brand management, innovative marketing, and promotional and live event activities. Partnering with The Insights Family for the What Kids Love consumer award means we complete the circle with a credible consumer accolade, which shines the spotlight on which brands chime with the nation’s youngsters.”Ian Hyder, Managing Director, Max Publishing, which owns and organises The Licensing Awards

To find out more about what kids, young people and families love, visittheinsightsfamily.com/contactor emailhello@theinsightsfamily.com.