The world’s most famous chase cartoon, Tom and Jerry, is still considered the coolest. This was one among several fascinating insights from a new Boomerang commissioned online survey of children, aged 4 to 7, to find out what they consider “cool” and to better understand their perspectives in a volatile year. The Boomerang Pre-Cool Survey was run across eight markets in Europe, Middle East and Africa (EMEA) and polled over 2200 kids aged 4-7 and parents.
Kids picked some of the longest-running shows on Boomerang as their coolest picks: Tom & Jerry, Masha & the Bear, Scooby Doo, Mr Bean and Looney Tunes.
Warner Media’s first-ever Boomerang Pre-Cool survey reaffirms that kids love shows that make them laugh; hence classics such as Tom & Jerry, Masha & the Bear, Scooby Doo, Mr Bean and Looney Tunes continue to be cool. For 4 to 7-year-olds, being kind, smart and funny is cool – these are the same values Warner Media wants to champion in their programming on Boomerang.
Children across the EMEA picked football, swimming and running as their top three sports when it comes to leisure time. Lego, Barbie and racing cars made it to the top three toys list. In Saudi Arabia, kids picked football, swimming and karate as their top sports choices. A football was also their most favorite toy, alongside dolls and racing cars.
A vast majority of 4 to 7-year-old respondents (92%) in the EMEA region know what cool means: it’s being fun, popular, kind, smart and hilarious. No wonder 79% of kids think being cool is a good thing, and 86% of girls and 87% of boys want to be cool.
92% children in EMEA define cool as fun, popular, kind, smart and hilarious
88% of kids in the EMEA region think mums are cool
79% of kids think being cool is a good thing
Among Saudi children, 82% know what cool means – and they define it as being fun, smart, surprising, kind and creative. While 78% think being cool is a good thing, 86% of Saudi kids, both girls and boys, want to be cool.
The Boomerang survey also asked kids about the parents they found cooler. And Mums have an edge: 88% of kids in the EMEA region think mums are cool compared to 84% who say dads are cool. In Saudi Arabia, the gap is slightly reduced – 86% of Saudi kids think mum is cool, as compared to 84% who find dads cool. Saudi Dads have more reasons to cheer – they made it to their kids’ list of top five coolest people; the others include footballers Mohamed Salah, Cristiano Ronaldo, and Messi and YouTube sensation Shfa.
With children spending more time online than ever before, it’s no surprise that the three apps they find the coolest are YouTube, TikTok and WhatsApp. However, in Saudi Arabia, Facebook overtakes WhatsApp in the top three coolest apps.
According to the Boomerang survey, cats, dogs and lions are the top three coolest animals for 4 to 7-year-olds across the region. In school, they love math, art and physical education. Saudi children rate math, science and English as their favorites.
The Boomerang Pre-Cool Survey findings will be used to inform programming on the channel to ensure it meets the expectations of its young audience.