JK Rowling, Roald Dahl and David Walliams all made it into the top three for children’s most loved authors. Fantasy and adventure stories are the biggest hits amongst our kids
A THIRD of kids in the UK have said that Harry Potter still takes the wand as most beloved character from a book – despite him being introduced to the world all the way back in 1997.
Other characters who topped the list include Paddington Bear and Roald Dahl’s Charlie Bucket alongside The Gruffalo. JK Rowling tops the list as children in London’s favourite author with 25%, while Roald Dahl takes second place with 21%. David Walliams proves he’s made a big splash in the world of children’s literature by claiming the third spot with 18 per cent.
As big believers in the power of children’s minds, the research from the collective kids, Suckies, the UK’s fastest growing yoghurt brand, also found that tapping into the imaginations of our kids seems to pay off well as adventure books and fantasy tales both come out on top as kids’ favourites with 18 percent and 16 percent of the vote respectively.
(The online survey was conducted by Atomik Research among 2,003 children aged 4-14 in the UK. The research fieldwork took place on 3 – 9 July, 2020. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.)
Despite the growing number of toys, tech and games that are available to kids these days, half still love to sit down and have fun with a read of their favourite book. 64 percent have even decided to write their own stories but of those who don’t, 30 state that they just don’t feel creative enough.
The love we have for reading hasn’t faded throughout the generations as the research by dairy lovers, the collective’s beloved products for kids, Suckies also found that the average child will sit down and read to themselves for over an hour and a half. It also seems that kids really are just like us as 34 percent will sit and have a snack with a good book, while 31 percent will go and get their comfy clothes on before they settle down for a read.
As so many children are keen to write their own stories, it will come as no surprise that many also want to become a JK Rowling of their own, and turn writing into a full time career when they grow up – tied with wanting to be a doctor at 20%, and just topping an illustrator with 19%.
Sarah Horowitz at The Collective said, “We understand how important it is for kids to get creative and keep their imaginations alive – especially over the summer holidays! Reading, writing, running, jumping, whatever it is, it’s critical that we help children to feel comfortable using their own voice, creating their own adventures, and of course keeping their energy topped up throughout.”
| Top 5 Authors chosen by Kids | |
| J. K. Rowling | 25% |
| Roald Dahl | 21% |
| David Walliams | 18% |
| Julia Donaldson | 12% |
| Jacqueline Wilson | 10% |
| Top 5 Books chosen by Kids | |
| The Harry Potter Series by J. K. Rowling | 25% |
| Charlie and the Chocolate Factory | 12% |
| The BFG | 11% |
| Billionaire Boy | 10% |
| The Gruffalo | 9% |
| Top 5 Storybook Characters chosen by Kids | |
| Harry Potter | 36% |
| Paddington Bear | 17.1% |
| Charlie (Charlie and the Chocolate Factory) | 17% |
| The Gruffalo | 16.9% |
| Alice (Alice in Wonderland) | 15% |
About The Collective
The home of gourmet yoghurt, and was the brainchild of two ex-chefs, Ofer and Angus, their quest was simple: shake up the yoghurt category by creating an extraordinary yoghurt with an unbeatable taste.
In 2011 they joined forces with Amelia Harvey and the late Mike Hodgson in the UK who believed the unique taste, texture and fun positioning of the brand was just what the market was looking for. The Collective’s aim is to bring excitement and innovation to the dairy market and is committed to creating the best-tasting yoghurt on the market using only the finest natural ingredients.
Over the last 6 years The Collective has revolutionised the yoghurt market, starting with its gourmet range. Based on the original New Zealand recipe, but produced in Somerset using the finest West Country milk, The Collective’s handcrafted gourmet yoghurts are thick and creamy with a silky smooth, clean texture and taste that melts in your mouth, and have a double layer of fresh fruit compote, delivering a burst of flavour in every spoonful. Their gourmet yoghurt is also packed full of live cultures, has no artificial additives and contains only 5%