18th December – What’s on kids wish lists this Christmas?

 In Weekly Update

What’s on children’s Christmas wish list this year?

With our network of agencies covering over 15 countries around the world, we have gathered together a comprehensive list of the most interesting trends surrounding what’s on a child’s wish list this Christmas. We have identified nine key trends: Digital first IP, Sports and outdoors, dolls and collectables, board games, consumer electronics, video games, LEGO, creative tools and a silly category (which included a pooping flamingo). 

LEGO stands its ground as a trend in its own right as it placed near the top of kids lists in all territories. It is no surprise that there are some lockdown inspired trends. Denmark, Germany, Australia, USA, UK and Poland all had scooters at the top of their lists for kids and board game classics such as Monopoly Cheaters Edition were key for Northern Europe territories – both trends are indicative of the types of activities allowed during this COVID period. 

We have also seen a surge in demand for digital creative tools, such as Kidizoom Studio and Selfie Mics, following the slightly more tween and teen trend of TikTok creation and aspirational influencing. 

The rise of video game and SVOD/AVOD consumption has meant we’ve seen a rise in ‘digital first’ IP’s being requested. For example, CoComelon and Blippi from YouTube to Fortnite and Super mario from the gaming ecosystem. The importance of the digital space for kids is certainly one that continues to grow, and worth keeping an eye on throughout 2021. 

A huge thanks to all our network partners who helped collate this data for us. 

You can find the full Christmas debrief here

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