Kids have their say: the What Kids Love award 2025 finalists

We’re excited to share the finalists for the What Kids Love award presented at The Licensing Awards 2025, in partnership with Max Publishing. Now in its fifth year, this is the only consumer-voted category in the awards and recognises the licensed brands and characters that truly connect with UK kids aged 3 to 12.

The What Kids Love award is based on real opinions, behaviours and preferences shared by kids over the past 12 months, using our independent data collected between 1 June 2024 and 31 May 2025.

As part of the selection process, we asked kids about their favourite video games, TV shows, films and YouTubers, and whether they had bought or planned to buy anything related to them. The product categories covered include toys, clothing, books, magazines and comics, board games, food, stationery, stickers, toiletries, collectables, posters, homeware and greeting cards. To qualify, brands also needed to have submitted at least one licensed product to The Licensing Awards 2025, confirming an active presence in the licensing market.

“What makes this award special is that it’s driven entirely by kids’ real opinions — it’s about which characters and stories kids genuinely care about and consume in their day-to-day lives. The finalists reflect the brands that consistently show up in kids’ lives, on screen, in play, and on the licensed products they choose. That kind of connection is worth recognising. Many congratulations to all the finalists. We look forward to celebrating with the industry in September.”Tom Williams, CEO, The Insights Family

“Having a consumer award adds yet another dimension to The Licensing Awards as it is genuinely driven by the opinions of children. Congratulations to the 14 finalists which make up the 2025 shortlist and best of luck on 16 September.”Ian Hyder, CEO, Max Publishing, which owns and organises The Licensing Awards

What Kids Love award 2025 finalists

• Barbie
• Bluey
• CoComelon
• LEGO
• Minecraft
• Moana
• PAW Patrol
• Peppa Pig
• Pokémon
• Sonic the Hedgehog
• Spider-Man
• SpongeBob SquarePants
• Tom and Jerry
• Transformers

The winner of the What Kids Love award 2025 will be announced at The Licensing Awards, taking place on Tuesday 16 September 2025, at the Grosvenor House Hotel, London.

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