Video sharing and social platform YouTube has trumped Netflix, McDonald’s, Nintendo and Nike to take the top spot as the coolest brand among kids aged seven to 14.
Overall, the third edition of Beano Brain’s annual 100 coolest brand report revealed that entertainment brands like YouTube, Netflix and Disney continue to take top spots.
“Kids consider YouTube ‘safe’; a place where they’re less likely to stumble across upsetting or inappropriate content, unlike TikTok,” said Beano Brain director of strategy Helenor Gilmour.
“Having successfully positioned music and TV within its proposition, YouTube has ensured it’s the one-stop-shop for this generation. It is seen as the platform where kids find experts and learn from them or find help with their homework.
“As a result of its safe reputation, educational content and extensive library, YouTube has managed to gain something every brand covets: parental approval.”
Food and drinks brands also account for a further 50% of the top 20, with McDonald’s, Oreo, Pringles, Skittles, Coca-Cola, KFC, Domino’s, Fanta, Cadbury’s and M&Ms all making the cut. This comes amid efforts by local councils and activists to reduce the impact of HFSS advertising on children.
No UK brands made it to the top 30, with Greggs – the next highest – ranking in 31st position. Meanwhile, Harry Potter slipped down 5 places to 31.
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Moreover the biggest riser of the year was light-weight shoe brand Crocs (once deemed uncool the brand rose up the rankings by 32 places), followed by plush toy brand Squishmallows (which leapt forward by 29 places).
Meanwhile, Lego (which reached number 10) replaced Coca-Cola (which fell from 4 to 14th place) towards the top of the pile.
Conversely, social media brands saw their popularity slip with TikTok, WhatsApp, Snapchat and Instagram all slipping down the list.
However, this year’s biggest faller was Argos (which fell to 89th in the rankings). Jolly Ranchers, Hotwheels, Under Armour and Oculus VR and Wagamama all fell out of the top 100 while new entrants included Boots, Superdrug, Uno, EA Sports and Pandora.
“Once again being a cool brand is simply not the preserve of one particular category – it’s not all about entertainment brands or gaming brands. Within the Top 20 we have 14 different categories represented – ranging from confectionery to physical play, from lifestyle to retailers,” said Beano Brain commercial insight managing director Pete Maginn.
“Brands that have responded to the cost of living crisis, from saver menus to free access to content and that have leaned into family sharing opportunities have done well,” he added.
