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...Because Who Doesn't Like Puppy Dog Tails?!

Product: Young Love Top Brands

Girls might be into pink, pop stars, and ponies, but some of the fastest growing brands among girls are those that might be considered boyish, according to Young Love, the nation's largest study of brands among kids aged 6-12. The annual study, conducted by leading youth and family research firm, Smarty Pants, ranks kids' and moms' affinity for 250 brands each year. The study shows that girls are rapidly becoming fans of "boy brands" from construction toys to superheroes to sports gear.

Few parents discourage girls from adopting boy brands the way they might discourage boys from adopting girl brands. At the same time, younger girls see older girls ignoring gender expectations and adopting attitudes of being able to do anything boys can do. They aren't shy about showing their appreciation for the hobbies, products, and brands that boys favor.

Young Love Top Brands Gaining With Girls (2011 vs. 2012)*

BrandChange in Kidfinity Points
Cartoon Network
Madden NFL
Hot Wheels
Best Buy
Under Armour

"All the boys in my class play with Beyblades during recess, and they look like they are having so much fun. Last time we went to Target, I told my Mom I wanted some. Now I have three that I battle with my brother. I keep telling my friends they should get some, too."
- 8-year-old Isabella from Tennessee.

"Today, girls comfortably hang an Under Armour shirt in their closet next to a Monster High tee without seeing contrast between the two, and they are quick to point out that LEGOs are just as much fun for girls as boys. They are drawn to the likes of Catwoman in the Batman franchise, and they see Best Buy as an invaluable tech hub as much as their male peers... From Cartoon Network to Beyblade to Under Armour, the trend is clear. As girls are saying yes to 'boy brands,' companies are getting serious about girls' buying power, and developing new products and lines that meet their unique needs. It's an exciting time."
- Wynne Tyree, president, Smarty Pants

In the case of LEGO, the brand's current girl surge is partially due to the new LEGO Friends line. The brand stirred up a slight controversy when it was first released because it referenced female stereotypes (play sets include a beauty salon and horse riding academy alongside an inventor's workshop and tree house). But the success of the line and the corresponding rise in Kidfinity for LEGO show that girls are clearly happy to have a construction-based toy line created specifically for them.


The annual Young Love study is conducted online among a representative sample of U.S. households with children aged 6-12. In 2012, a total of 250 consumer brands across 20 categories were evaluated as part of the three-month study of 4,600+ children and their parents. Kidfinity scores are a composite measure on a scale of 0-1000 that factor in kids' brand awareness, love and popularity.

*Source: Young Love 2011-2012; kids aged 6-12. Smarty Pants.

-GameVortex Staff, GameVortex Communications

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