What’s trending in Poland and Czech

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What is trending in Poland and the Czech Republic?

BrandTrends discloses the key Licensing Market trends.

The Czech Republic

The Czech Republic is a dynamic market that has opportunities for brands to cut through the clutter by providing relevant content to a focused audience. First off, the number of brands that kids would be familiar with has remained stable over time (+2 percent vs. April 20), demonstrating a persistent interest in the entertainment area. When considering the performances of the brands as well as age and gender distribution, the market is very diverse. The most frequently named brands are Lego and Marvel, although only Lego is popular with both boys and females, young and old; while Marvel appeals to more boys than girls. The remainder of the market is made up of numerous smaller businesses who have an equal impact on all brands. While focused on age and gender, brand results significantly vary amongst targets. Boys aged 0 to 2 are a strong market for Bing Bunny, whereas boys aged 7 to 14 are a strong market for Pat & Mat, the Czech animated series.

In detail, the main trends among boys are:

• 0 to 2 years old: Bing Bunny is front of mind and preference and ranks #1 on popularity; Mickey Mouse is the hottest brand • 3 to 6 years old: Lego is most popular, appealing and favorite brand; Spider-Man is the most salient • 7 to 9 years old: Pat & Mat gains on awareness and attitudes and ranks #1 on popularity; Minecraft is hottest brand and most salient in mind • 10 to 14 years old: Pat & Mat ranks #1 on popularity; Minecraft is the most salient in mind

And among girls:

• 0 to 2 years old: Bing Bunny is the preference and ranks #1 on popularity; Mickey Mouse is the hottest brand • 3 to 6 years old: Frozen is the most known and appealing brand; 3 brands reach similar levels of preference: Frozen, Peppa Pig and Paw Patrol • 7 to 9 years old: Mickey Mouse is the hottest brand and ranks #3 in popularity; Disney raises in preference and should appears in top popularity shortly • 10 to 14 years old: Lego raises on awareness and preference and is now #1 on popularity; Frozen and Minecraft are the most in mind The appeal of entertainment brands varies depending on the target market and provides numerous chances for brands to choose their positioning. However, it is by establishing their positioning that they can increase their influence among a larger audience.

Poland

Poland presents multiple opportunities for brands to create successful strategies. Children can now name more entertainment brands than they could in April of last year, a +7% gain that shows a rising interest in entertainment-related content. The market is very varied in nature of player size as well as age and gender. As a result, a brand may more easily compete with already-established players and provide consumers with a positioning that is relevant to them. The most popular brand that children spontaneously mention is without a doubt Lego. The brand is wellpositioned among girls and across age groups, even if guys seem to favor it slightly more. The target profile is linked to performances while focusing on age and gender. No player has had a lot of success in any one of the targets. Paw Patrol and Peppa Pig win among 0 to 6, Lego starts performing with kids aged 7+.

In detail, the main trends among boys are:

• 0 to 2 years old: Peppa Pig settles its performances and is #2 on popularity and favorite; Paw Patrol is still #1 on popularity, salience and favorite • 3 to 6 years old: Peppa Pig strengthens proximity and is #3 on popularity; Paw Patrol keeps its leadership on popularity, salience and favorite

• 7 to 9 years old: Lego keeps its hegemony, except on salience; SpiderMan is the most salient in mind • 10 to 14 years old: Lego is most popular, appealing and favorite brand; Batman is the most salient in mind • 15 to 25 years old: Marvel is most popular and favorite brand; Lego is #2 on popularity

And among girls:

• 0 to 2 years old: Peppa Pig settles its performances and is #1 on popularity and#2 on favorite; Paw Patrol is most favorite brand • 3 to 6 years old: Paw Patrol keeps its leadership on popularity, appeal, salience and favorite; Lego ranks #2 on favorite • 7 to 9 years old: Lego is the most favorite brand; Frozen is the most appealing and hottest brand • 10 to 14 years old: Frozen is most popular and favorite brand; Barbie is the most salient in mind • 15 to 25 years old: Scooby-Doo is the most favorite brand; Netflix is the favorite one

For brands in Poland, developing a relevant positioning among a core target and then expanding it to a larger audience may be a suitable strategy. This can be achieved by gradually introducing new topics and/or categories to create interest and raise awareness.