For three weeks in September, The NPD Group fielded results from the unaided, open-ended question, “What would the kids you know say is the hottest new thing these days? It might be a celebrity, movie, TV show, toy, game, hobby, sport, website, brand, or retail store.”

The NPD Group compiled 7,116 mentions of things that kids are currently into. The results were:

Justin Bieber (9 percent)
The Cars franchise (4 percent)
Xbox 360 (3 percent)
Disney (2 percent)
iPad (2 percent)
iCarly (2 percent)
Dora the Explorer (2 percent)
Nintendo Wii (2 percent)
Transformers (2 percent)
iPod (2 percent)

The September survey is a follow-up to NPD’s May survey in which Bieber again topped the list, capturing 10 percent of total mentions. The teen pop star was followed by Xbox 360, Nintendo Wii, Dora The Explorer, the Cars franchise, iPad, SpongeBob SquarePants, Disney, and video games, all at 2 percent of total mentions. Rounding out the top 10 in May was Thor at 1 percent of mentions.