Many adults have fond childhood memories of visits to Toys R Us, curling up with a good Disney movie, or unpacking a school lunch filled with Lunchables and Little Debbie cakes.
But today's youth, brought up on YouTube, game consoles, and mobile devices, seem to prefer their iPad to a pair of Nikes or a bag of Doritos.
Market research firm Smarty Pants this week published a list of kids' top 50 brands, and Apple's tablet trumps even the most iconic kid-based brands, including Nickelodeon, Crayola, and Eggo.
"iPad's number one status among kids represents the culmination of the 'tablet takeover'—a movement from shared screens and TV network dominance to curated content on personal devices," Wynne Tyree, president of Smarty Pants, said in a statement. "Kids increasingly turn to [the] iPad for games, TV shows, videos, books, homework help and communicating with friends and family."
The all-in-one digital tool is a favorite among kids ages six to 12 for its sense of independence.
"I can watch YouTube and play Minecraft and use the Internet anywhere I want," a 9-year-old boy told Smarty Pants. "And I don't have to share."
Apple's iPod (No. 19) and iPhone (No. 23), as well as the company itself (No. 25), also ranked among the top 25. None, however, managed to crack the 50 brands preferred by moms, who were also surveyed by Smarty Pants, though the iPad landed at No. 30.
"In just five years, the iPad has risen from ranking 109th to being kids' favorite brand," Tyree said. "Early on, it captured the hearts of tweens and middle- and upper-class families, but [the] iPad is now an indispensable part of childhood for the masses."
Digital entertainment as a whole saw a surge among kids and families, Smarty Pants reported: Netflix (No. 22), Hulu, Amazon Instant Video, Android, and Samsung saw increased "Kidfinity" scores—a measure of kids' awareness, popularity, and love for a brand.
Still, kids will be kids, and the top 10 brands prove that junk food will never go out of style—Hershey's, Oreo, M&Ms, Doritos, Cheetos, and Skittles filled in positions two through seven.
Other tech-based brands kids love include Xbox, Wii, PlayStation, Mario, and Nintendo 3DS.
For more, check out some of the top tablets for your kids in the slideshow above. And see the reaction of some kids to an early Apple device - the Apple II desktop.