By Mallory Mattingly
LEGO and Apple are kids and teens top brands, and that shouldn’t surprise anyone.
According to a survey of over 13,400 kids and teens 18 and under by Kidscorp, Apple and LEGO (both at 10%) are the top two brands they favor. They rank over Nike (9%), Amazon (8%), McDonald’s (8%) and Disney (7%).
Respondents said that their top ranking brands need to make them feel happy (48%) and be fun (46%). Kidscreen reported that factors like sharing the content with friends (31%) and trusting the property (30%) also play a key role in under-18s adopting brands quicker.”
It isn’t surprising that Apple boasts a top spot. Between iPhones, iPads and Apple Music, kids and teens are constantly connected to the brand.
A study from the National Health Interview Survey found that teens 12-17 spend at least four hours a day on their devices, which can have effects on their mental health.
The Centers for Disease Control and Prevention said that “About 1 in 4 teenagers with 4 hours or more of daily screen time have experienced anxiety (27.1%) or depression symptoms (25.9%).
A team of researchers from the CDC explained, “As technology and screens continue to develop, their influence on the lives of children changes, making it increasingly important to expand our understanding of the patterns of screen time use overall and among selected subgroups.”
Interestingly, though, LEGO saw an uptick in purchases in 2024 and rose four ranks to tie with Apple in kids’ eyes, likely thanks to their new sets.
CEO Niels Christiansen explained that the new line of LEGO Botanicals — a flower and plant sets — were especially popular among young teenage girls.
“We have had really strong momentum, particularly also in the U.S. in 2024, we ended the year well and we’ve actually seen that momentum continue into 2025,” Christiansen told Reuters in an interview.
Related: Here’s How Cutting Screen Time in Half Changed One Teen’s Life
LEGO saw an uptick in revenue by 13% in 2024. Many of those sales came from LEGO stores and the LEGO website, which saw a 12% increase.
Building LEGO sets is a great way for children to get their brains engaged and to work on their problem-solving skills. For parents who want to limit their child’s screen time and encourage healthier habits, see the steps below to limit their iPhone screen time:
However, it is important to limit the amount of screen time your child is racking up each day.
Set a time limit for a category of apps (for example, Games or Social Networking) and for individual apps.
- Go to Settings > Screen Time.
- Tap App Limits, then tap Add Limit.
- Select one or more app categories.To set limits for individual apps, tap the category name to see all the apps in that category, then select the apps you want to limit. If you select multiple categories or apps, the time limit you set applies to all of them.
- Tap Next at the top right, then set the amount of time allowed.To set an amount of time for each day, tap Customize Days, then set limits for specific days.
- When you finish setting limits, tap Add.
It’s encouraging to see interest in hands-on activities like LEGO grow.
Read Next: LEGO Movie Franchise Picked Up by Universal
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