Smarty Pants offers syndicated research
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 foundation for several industry reports 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 Parentfinity™ scores - proprietary measures of kid/tween and mom/dad 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 379 brands across 19 categories this year. Feel free to email us for a full brand list.

Findings from the 2017 study are available now. 2018 findings will be available mid- to late-summer. For a price list or more information, drop us a line!

Syndicated Reports

  • Kid & Family Trends Report: Key Findings and Opportunities
    View 2017 Excerpt

  • Clicks, Taps & Swipes: An In-depth Look At Kids’ Digital Behaviors
    View 2017 Excerpt
  • Hungry For More:  A Family Dining Out Report
    View 2017 Excerpt
  • Play & Playthings: A Toy and Game Report
    View 2017 Excerpt
  • Breakfast, Lunch and Dinner & Everything In Between: Kid and Family Food Trends
  • Brand Scores and Rankings: 2009-2018 Kidfinity & Parentfinity scores and rankings by sub-group

Custom Reports

Brand Topline                                       

  • Seven-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

The 379 Brands in the 2018 Study
Parents' Top 50 Brands of 2018
Top 50 Brands Among U.S. Parents
Girls' & Boys' Most Loved Brands of 2018
Girls' 50 Most Loved Brands of 2018
Most Popular Brands of 2018
50 Most Popular Brands Among Kids in 2018