YouTube has pipped the likes of LEGO, McDonald’s and Crayola to the top spot.
YouTube has been named the most loved kids' brand in the US, according to the 2017 Brand Love study by market research firm, Smarty Pants.
For the second year running, YouTube has pipped the likes of LEGO, McDonald’s and Crayola to the post.
"YouTube is paramount in kids' lives today. With an infinite library of engaging content that is continuously refreshed, it is their go-to resource for entertainment, inspiration and information," said Wynne Tyreep, president of Smarty Pants.
Meanwhile, the video sharing platform is also proving popular with parents, ranking in at number 10 up from 24 two years ago.
Other brands to make it in the Top Kids’ Brands listing for 2017 include Toys R Us, Netflix, Disney Channel and Fidget Spinners.