A third of children in the West Midlands 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 The Gruffalo and Roald Dahl’s Charlie Bucket alongside The BFG – which makes sense considering Roald Dahl also takes one of the top spots as children’s most loved author with 38 percent of the vote. David Walliams proves he’s made a big splash in the world of children’s literature by claiming the second spot with 31 per cent followed JK Rowling 25 percent of the vote.


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 25 percent and 19 percent of the vote respectively.


Despite the growing number of toys, tech and games that are available to kids these days, 47 percent still love to sit down and have fun with a read of their favourite book. 57 percent have even decided to write their own stories but of those who don’t, 27 percent 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 in the West Midlands will sit down and read to themselves for almost two hours. It also seems that kids really are just like us as 32 percent will sit and have a snack with a good book, while 33 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 Roald Dahl of their own, and turn writing into a full time career when they grow up – with one in ten saying this is their dream profession.


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

Roald Dahl


David Walliams


J. K. Rowling


Julia Donaldson


Jacqueline Wilson


Top 5 Books chosen by Kids

The Harry Potter Series by J. K. Rowling


Gangster Granny


Charlie and the Chocolate Factory






Top 5 Storybook Characters chosen by Kids

Harry Potter


The Gruffalo


Charlie (Charlie and the Chocolate Factory)




Peter Rabbit