Coolest Brands 2024: YouTube Takes the Crown, LEGO and Crocs soar, and New Entrants Shake Up the List
In the 2024 edition of Coolest Brands, the top three brands remain consistent with last year, but there has been a significant shift in the rankings. YouTube has overtaken Netflix to claim the top spot, followed closely by Netflix at number two, and McDonald’s rounding out the top three.
YouTube: Goes from Strength to Strength
YouTube’s rise to the number one position marks a significant moment for the platform, which has been a dominant force in the digital landscape since its launch in 2005. The platform now boasts over 1 billion hours of content watched daily and has seen tremendous success with the launch of YouTube shorts, which averages over 70 billion daily views.
Since taking the reins in March 2023, new CEO Neal Mohan has been instrumental in driving YouTube’s growth. Under his leadership, the platform has introduced several new features, including enhanced video quality for Premium subscribers and the ‘You tab’, which organizes a user’s watch history, likes, and playlists in one convenient location – much like TikTok’s ‘For You’ page.
YouTube’s ability to offer a mix of long-form and short-form content makes it a favourite among all ages, as well as children on the YouTube Kids platform, as YouTube’s vast library allows for personalisation and catering to all interests. The platform also holds a reputation for safety, educational content, and parental approval and this further solidifies its top position, making it a continually reliable application for both entertainment and learning.
LEGO: Building Connections with New Audiences
LEGO has made an impressive leap into the top ten this year, driven largely by its strategic collaborations with already popular fandoms like Minecraft and Fortnite. These partnerships have resonated particularly well with boys, who have propelled the brands rise. However, LEGO’s appeal is not limited to just boys. The brands Botanical Collection, which targets older children and girls, shows LEGO’s intent to broaden its audience by tapping into current themes and trends.
Crocs: The Biggest Mover
This year’s biggest mover is Crocs, which jumped an incredible 35 places to number 49. While the brand has gained popularity with both boys and girls, it is the latter who have been the driving force behind its rise. The post-pandemic shift towards loungewear has seen Crocs become more of a fashion staple, with celebrity endorsements from the likes of Kendall Jenner, Bella Hadid and Justin Bieber further boosting their appeal. The customisable shoe, embellished with charms and gems (Jibbitz) have made Crocs a hit amongst young people allowing them to create their own unique addition to the shoe.
Squishmallows: Soft, Squishy, and Soaring in Popularity
Squishmallows have also seen a significant rise, climbing 29 places to number 18. Loved by girls for their soft, squishy texture and cute collectible designs, these plushies offer a comforting, self-soothing experience that has made them a favourite. The desire for collectability among kids has amplified the brands appeal.
Fortnite and Epic Games:
Fortnite and its publisher Epic Games have both experienced notable climbs this year. Fortnite has seen continued popularity especially among boys. The game’s player base reached new heights in 2023 with the launch of Fortnite OG, cementing its status as a major influence in young boys lives.
UNO: A Game for All Ages
UNO makes its debut in the top 100. The card game’s appeal lies in its ability to bring together players of all ages, often putting the youngest family member in the drivers seat. UNO has successfully innovated with new and interesting versions, such as UNO flip and Uno extreme, tapping into the trends of shareability and the growing desire for family togetherness.
EA Sports: Kicking Off with FC 24
Following its split from FIFA, EA Sports has relaunched its flagship soccer game as FC 24, earning it a spot in the top 100, at number 65. The games success, especially in the UK where it has become the most-played game among boys, can be attributed to its comprehensive coverage of major leagues and regular updates. The inclusion of influencers and the strong promotion of the game have further solidified its position as a favourite among young gamers.
Conclusions
The 2024 Coolest Brands list highlights significant shifts in the digital and gaming landscapes, with YouTube leading the charge. Brands like LEGO and Crocs have shown remarkable growth by tapping into current trends, such as collectability or loungewear, appealing to boys and girls alike. Meanwhile, new entrants like UNO and EA Sports demonstrate the enduring appeal of family-friendly entertainment and sports gaming. As we move forward, it will be interesting to see how these brands continue to evolve and maintain their relevance to the ever-changing landscape of youth culture.
Sources:
- https://25317339.fs1.hubspotusercontent-eu1.net/hubfs/25317339/Beano%20Brain/Beano%20Brain%20Content/Coolest%20Brands%2024-UK%20Mini%20Report-final.pdf?utm_campaign=Coolest%20Brands%202024&utm_medium=email&_hsenc=p2ANqtz-9lgYyakVA6GVhPr2s5Q3x7GFPJQXXziRxdXuS8jkbfxHnOgQFYftMuCZ-sDSoZ5DNFaRy-nwLCkDQGVQ8yY76CMzmH8A&_hsmi=92958602&utm_content=92958729&utm_source=hs_email
- https://www.linkedin.com/posts/footwear-news_crocs-women-in-power-discuss-empowerment-activity-7211463888314265601-X3fe/
- https://www.forbes.com/sites/dbloom/2019/06/04/is-fortnite-the-new-social-media-home-for-teens/
- https://www.linkedin.com/posts/mattel-emea_unoxndjolijean-mattelcreations-innovationinplay-activity-7190722961601953795-MqFa/
- https://www.euroeducation.net/articles/the-rise-of-youtube-as-an-educational-platform.htm
