Press release
Kids have their say: the What Kids Love award 2026 finalists
Manchester, UK
The What Kids Love award is back for 2026, presented at The Licensing Awards in partnership with Max Publishing. Now in its sixth year, it remains the only category on the night decided entirely by consumers, recognising the licensed brands and characters that connect with UK kids aged 3 to 12.
Unlike every other award at the ceremony, this one is not settled by an industry panel. It is built from the real opinions, behaviours and preferences that kids shared with The Insights Family over the past year, drawn from independent data collected between 1 June 2025 and 31 May 2026.
As part of the process, we asked kids about their favourite video games, TV shows, films and YouTubers, and whether they had bought, or planned to buy, anything connected to them. The product categories covered include toys, clothing, books, magazines and comics, board games, food, stationery, stickers, toiletries, collectables, posters, homeware and greeting cards. To qualify, each brand also had to have entered at least one licensed product into The Licensing Awards 2026, confirming an active presence in the licensing market.
“What really sets this award apart is that kids decide it. When a brand reaches this shortlist, it’s because kids across the country have told us that it matters to them. That is a harder test to pass, and it is the one that tells you where a brand really stands with its audience. Congratulations to all fourteen finalists. We look forward to celebrating with the industry in September.”
Tom Williams, CEO, The Insights Family“The consumer award adds something to The Licensing Awards that the other categories cannot, because it is decided by kids themselves. Congratulations to the fourteen brands that make up the 2026 shortlist, and the best of luck for 8 September.”
Ian Hyder, CEO, Max Publishing, which owns and organises The Licensing AwardsWhat Kids Love award 2026 finalists
The winner of the What Kids Love award 2026 will be announced at The Licensing Awards, taking place on Tuesday 8 September 2026 in The Great Room at The Grosvenor House Hotel, London.
As a sponsor of the evening, The Insights Family will once again bring its Higher or Lower game to The Licensing Awards, giving guests the chance to test how well they really know what kids love by playing against live data from our survey.
To find out more about what kids, young people and families love, visit theinsightsfamily.com/contact or email [email protected].
About The Insights Family
The Insights Family is the independent authority on the family economy, with real-time market intelligence on kids, young adults and parents across 22 markets. Surveying more than one million families a year since 2017, we help brands, licensors and agencies make evidence-led decisions about young audiences.