A recent study has shown that gender-inclusive brands are winning over children and their parents. The study scored 40 entertainment properties based on its popularity, and children’s awareness and love for the brand. Gender-neutral brands like Minions (which had the top score), LEGO, and SpongeBob SquarePants ranked highest on the final list. The results are in line with the cultural values of Millennial parents who are teaching their kids how to be open-minded and see other characteristics beyond gender. For 2016, “having central male and female characters, tapping gender-neutral play patterns, [and] leveraging humor that resonates with boys and girls,” will be keys to success for kids’ brands. (Kidscreen)
