In addition to groundbreaking custom research, Smarty Pants conducts Brand Love each year. This syndicated study of kid and parent brand affinity and usage is a must-have for youth and family marketers.

Brand Love™ is our groundbreaking study of the brands that American kids and parents love most and why. It is the industry report that countless Fortune 500 companies use to track their brands' health and diagnose strengths, weaknesses and opportunities. 

The annual study ranks brands by their Kidfinity™ and Momfinity™ scores - proprietary measures of kid/tween and mom brand awareness, popularity, and love. These scores are complemented with data on brand usage, frequency, context and future usage.

More than 120,000 open-ended reasons kids and parents love various brands are analyzed and combined with data on 30 drivers of kid and parent affinity to create a robust portrait of how brands are performing within and across category.

Bringing statistical and strategic rigor to critical contemporary marketing questions, Brand Love examines 350 brands across 20+ categories this year. Feel free to email us for a full brand list or click on the brand list video to the right.

Findings from the 2017 study will be available in September. For a price list or more information, drop us a line!

Syndicated Reports

  • Kids & Families Trend Report: Key Findings and Opportunities
    View 2016 Excerpt

  • Clicks, Taps & Swipes: An In-depth Look At Kids’ Digital Behaviors
    View 2016 Excerpt
  • Breakfast, Lunch and Dinner & Everything In Between: Kid and Family Food Trends
  • Dining Out:  A Family QSR and Casual Dining Report
  • Play and Playthings: A Toy and Game Report
  • Head to Toe:  Kid Apparel & Footwear Trends 
  • Brand Scores and Rankings Spreadsheet: 2009-2017 Kidfinity & Momfinity scores and rankings by sub-group

Custom Reports

Brand Topline                                       

  • Five-page executive summary of one brand
  • Includes Kidfinity and Momfinity scores, awareness, love, popularity, usage and brand perceptions

In-Depth Brand Analysis

  • 30-page, in-depth analysis of one brand
  • Includes Kidfinity and Momfinity scores, awareness, love, popularity, usage, brand perceptions, category drivers and performance, noteworthy historical changes, open-ended learning, opportunities for growth and strategic recommendations

In-Depth Category Analysis

  • 40- to 50-page, in-depth analysis of up to 12 brands in one category (as defined by study purchaser)
  • Includes contents outlines in the In-Depth Brand Analysis for each brand in the category