So you think you know what’s cool? Top 100 brands favoured by children are revealed with Netflix, YouTube and McDonald’s leading the way – and a few surprising entries you may not have expectedLego, Spotify and TikTok all found places in the top 100, as did Greggs
The top 100 coolest brands favoured by children have been revealed with Netflix, YouTube and McDonald’s leading the way – joined by rather surprising entries.
Lego, Spotify and TikTok all found places in the top 100, with some less expected brands such as Greggs, Oreo and The North Face also making appearances.
The list, compiled by Beano Brain, the consultancy wing of the comics firm, is the second edition and has seen many new entries which has shaken up last year’s results.
Researchers spent a year speaking to 120,000 UK children aged 7-14, or Gen Alpha, as well as observing the clothes they wore and brands they used, before compiling the final list.
But in a blow to British companies, no UK firm featured in the top 30 with Harry Potter featuring as the first UK entry at 32.
Netflix is the coolest brand for 7-14 year-olds, the research found
This was followed by Greggs, which entered the list for the first time at 34, Sports Direct at 40 and JD Sports at 47.
The BBC has fallen 28 places in the cool league tables despite its efforts to pull in younger audiences, the largest drop of any company.
It is now just the 71st coolest brand among those aged 7-14 in a list in which no British brand made the top ten.
Just scraping into the top 100 were Home Bargains, Under Armour, Oculus, Shein and Wagamama.
Overall, almost 30 percent of the list is made up of food and drink brands, 26 percent retail and 23 percent gaming.
Helenor Gilmour, Director of Insight, Beano Brain, said: ‘Netflix reigns supreme as the king of the streaming services. Its ever-changing catalogue means kids feel it’s impossible to tire of the streaming platform.
‘There is something for everyone and every mood and it opens a door for kids to explore the world beyond their doorstep.
‘They can discover captivating content from across the globe and feed their desire for darker themes with shows like the hugely popular Wednesday and Stranger Things series, which provided universal thrills for kids and adults alike, with a feel-good side of nostalgia for the latter.’
She continued: ‘Kids love brands with salience and a clear proposition. It’s why Nike (Just Do It!) is cooler than Adidas and why Pringles, with their mouth-pleasing texture and shape are cooler than Walkers.
‘Kids love a sense of occasion from Apple releases to the ritual of Oreo dunking and they love sharing these with their families.
‘Brands that are there at key life moments will rank highly for cool. McDonalds scored well for their FIFA World Cup promotions and Fun Football Centres while Nike is King when it’s back to school.
‘Gen Alphas are the original YouTube generation raised on influencer collaborations, and so their discovery and loyalty are often driven by collaborations such as Nike Chunky Dunkys in collaboration with Ben & Jerry’s.
‘And let’s not forget, Gen Alpha are still finding their way and shaping their own opinions, and they really get behind brands that are brave such as Disney tackling puberty in the movie Red or championing diversity in the live action Little Mermaid.’
Top 100 coolest brands 2023
1. Netflix
2. YouTube
3. McDonald’s
4. Nike
5. Oreo
6. Nintendo
7. Pringles
8. Disney
9. Roblox
10. Coca Cola
11. Apple
12. Amazon
13. Lego
14. Skittles
15. Doritos
16. Adidas
17. KFC
18. Pepsi
19. Google
10. Spotify
21. Tiktok
22. Jumpman
23. Pizza Hut
24. Domino’s
25. Doritos
26. Playstation
27. Xbox
28. Minecraft
29. Cadbury
30. WhatsApp
31. Haribo
32. Harry Potter
33. M&Ms
34. Greggs
35. Starbucks
36. Burger King
37. Snapchat
38. Smyths
39. Sour Patch
40. Sports Direct
41. Dunkin Donuts
42. Sprite
43. Fifa
44. JD Sports
45. Tesco
46. Primark
47. Squishmallows
48. Kinder
49. Nerf
50. Costa Coffee
51. Monopoly
52. Marvel
53. Game
54. Epic Games
55. Instagram
56. Pokemon
57. Nando’s
58. Star Wars
59. Puma
60. Snickers
61. Fortnite
62. Asda
63. H&M
64. Ikea
65. Smiggle
66. Microsoft
67. Sainsbury’s
68. Argos
69. Next
70. Walkers
71. BBC
72. Mojang
73. Animal Crossing
74. EA
75. WH Smith
76. The North Face
77. Five Guys
78. Fitbit
79. Jolly Rancher
80. Hot Wheels
81. Ebay
82. Prime
83. River Island
84. Crocs
85. Lidl
86. Pinterest
87. Rocket League
88. New Look
89. Converse
90. Aldi
91. Claire’s
92. B&M
93. ZARA
94. Mini Brankds!
95. The Entertainer
96. Home Bargains
97. Under Armour
98. Oculus
99. Shein
100. Wagamama
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