- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Executive Summary
- Sales decline rapidly as consumers become more frugal
- Population growth among kids aged 1-11 offsets some losses
- Case studies
- Insights and opportunities
- SpongeBob SquarePants and iCarly among the most popular characters
- Sesame Street viewed as good influence by most adults
- Most adults report that character merchandise is not a good value
- Adults most likely to report purchasing food and personal care products
- Fast food and t-shirts especially popular with parents
- Young adults more likely to report increased spending
- Most kids cite media as part of their favorite activities but feel school
is important
- Character Merchandising Case Studies
- Case Study 1: Largest film franchise ever rolls out museum exhibit and
theme park
- Harry Potter: The Exhibition
- Harry Potter: The Theme Park
- Case study 2: Fast food chains remain a prime target for licensing
opportunities
- Self-regulation doesn' t work
- Case Study 3: Higher-end apparel tie-ins making waves
- SpongeBob gets precious with 12-carat diamond jewelry
- Disney and Warner Bros. wooing designer crowd
- Case Study 4: Video game tie-ins drive growth in a struggling category
- Electronic Arts tops 1 million units with Harry Potter
- Case Study 5: Mobile gaming tie-ins are heavy on film adaptations
- Market Size and Forecast
- Key points
- Retail sales and forecast of entertainment/character merchandise
- Sales and forecast
- Figure 1: Retail sales of licensed entertainment/character merchandise,
at current prices, 2004-10
- Figure 2: Retail sales of licensed entertainment/character merchandise,
at inflation-adjusted prices, 2004-10
- Segmentation and Distribution
- Key points
- Entertainment/character merchandise segments
- Figure 3: Retail sales of licensed entertainment/character merchandise,
by product category, 2006 and 2008
- Distribution of licensed entertainment/character merchandise
- Figure 4: Distribution of licensed entertainment/character merchandise,
by retailer type, U.S. and Canada, 2006 and 2008
- Competitive Context
- Agelessness trend increases threats from celebrities, sports and
trademarks/brands
- Figure 5: Sales of licensed goods, by property types, 2006 and 2008
- Market Drivers
- Increasing number of children bodes well for market growth
- Figure 6: Population, by relevant age groups, 2004-14
- Minority populations key to market growth
- Figure 7: Population, by race and Hispanic origin, 2004-14
- Figure 8: Households, by presence of children--Hispanics vs.
non-Hispanics, 2006
- Recession boosts movie admissions
- Figure 9: Sales of movie tickets at box office, 2004-14
- Rise of the Screenager: Online and gaming platforms beg customization,
interaction
- Figure 10: Hours of filmed entertainment consumption per person per
year, 2003-07
- Figure 11: Activision' s Transformers: Revenge of the Fallen (video game)
television ad, July 2009
- Figure 12: Hours of game play--kids, by age and age/gender, October
2007-December 2008
- Figure 13: Incidence of game play while connected to the
web--kids/teens, by age and gender/age, October 2007-December 2008
- Most Popular Characters and Role Models
- Key points
- Kids' favorite characters
- Figure 14: Hasbro' s Connect 4 SpongeBob SquarePants Edition television
ad, July 2009
- Figure 15: Kids' favorite characters/shows, by age, April 2009
- Characters viewed as good role models
- Figure 16: Cartoon and movie characters seen as good role models, by
age, May 2009
- Cartoon characters designed for adults most likely to be seen as a bad
influence on children
- Figure 17: Perceptions cartoon and movie characters as good role models
or not appropriate for children, May 2009
- Attitudes Towards Character Merchandising
- Key points
- Products with characters not seen as good value
- Figure 18: Value perceptions of character merchandise, by age, May-June
2009
- Social influence does not drive sales among adults; many concerned about
potentially negative impact in children
- Figure 19: Influence of character merchandise on purchasing behavior, by
age, May-June 2009
- Characters lead to pestering
- Figure 20: Attitudes towards character merchandise; pester power, and
childhood memories, by age, May-June 2009
- Ambivalence about using characters to educate children
- Figure 21: Attitudes towards using characters to educate kids, by age,
May-June 2009
- Most parents, especially men, unsure about how characters motivate child' s
behavior
- Figure 22: Influence of character merchandise on children' s product
preferences, parents by gender, May-June 2009
- Impact of income on influence of characters on children' s product
preferences
- Figure 23: Influence of character merchandise on children' s product
preferences, by household income, May-June 2009
- Purchase of Character-linked Products
- Key points
- Food, clothing and personal care top the list
- Figure 24: Purchase of character-linked products, by type of product and
nature of purchase, May-June 2009
- Products Parents Buy for Their Kids
- Key points
- Characters drive food purchases; moms generally more likely to be
purchasers
- Figure 25: Character merchandise purchased for child/children in the
last 12 months, by gender, May-June 2009
- Lower-income households more likely to buy character merchandise
- Figure 26: Character merchandise purchased for child/children in the
last 12 months, by household income, May-June 2009
- How Parental Attitudes are Evolving in Recession
- Key points
- About one in three report buying fewer character products than last year
but nearly half are buying the same amount
- Figure 27: Purchase of character merchandise relative to last year, by
age of parent, May-June 2009
- Children' s Attitudes Toward Media, School, Friends and Self
- Key points
- Television is a favorite pastime of most respondents under 12
- Figure 28: Kids' attitudes towards TV, movies and video games, by gender
and age, October 2007-December 2008
- Most enjoy school and think academic work is important
- Figure 29: Children' s attitudes towards school, by gender and age,
October 2007-December 2008
- Most kids report being quite social; demand for social networking likely
to continue growing as kids become teens and adults
- Figure 30: Children' s attitudes towards friends, by gender and age,
October 2007-December 2008
- Most feel confident, curious and distinct from parents
- Figure 31: Children' s personal preferences and attitudes about self, by
gender and age, October 2007-December 2008
- The Impact of Race and Hispanic Origin
- Key points
- Child' s favorite cartoon or movie character
- Figure 32: Hannah Montana' s The Hannah Montona Light-up Dance Lounge
television ad, July 2009
- Figure 33: Child' s favorite cartoon or movie character, by race/Hispanic
origin, May-June 2009
- Character merchandise purchased in the last 12 months
- Figure 34: Character merchandise purchased in the last 12 months, by
race/Hispanic origin, May-June 2009
- Appendix: Additional Consumer Tables
- Demographic comparisons of parents
- Figure 46: Use of character merchandise relative to last year, by
gender, May-June 2009
- Figure 47: Influence of character merchandise on children' s preferences,
by age, May-June 2009
- Figure 48: Influence of character merchandise on children' s preferences,
by race/Hispanic origin, May-June 2009
- Figure 49: Perception of child' s favorite cartoon or movie character, by
gender, May-June 2009
- Figure 50: Perception of child' s favorite cartoon or movie character, by
age of parent, May-June 2009
- Figure 51: Perception of child' s favorite cartoon or movie character, by
household income, May-June 2009
- Favorite programs of boys and girls aged 6-17
- Figure 52: Kids' favorite characters/shows, by gender, April 2009
- Additional demographic comparisons of adults who are not parents
- Figure 53: Attitudes towards price and quality of character merchandise,
by household income, May-June 2009
- Figure 54: Influence of character merchandise on purchasing behavior, by
household income, May-June 2009
- Figure 55: Attitudes towards character merchandise, by household income,
May-June 2009
- Figure 56: Attitudes towards price and quality of character merchandise,
by race/ethnicity, May-June 2009
- Figure 57: Influence of character merchandise on purchasing behavior, by
race/Hispanic origin, May-June 2009
- Figure 58: Attitudes towards character merchandise, by race/Hispanic
origin, May-June 2009
- Figure 59: Good role models, by household income, May 2009
- Figure 60: Good role models, by race/Hispanic origin, May 2009
- Figure 61: Inappropriate role models, by age, May 2009
- Figure 62: Inappropriate role models, by household income, May 2009
- Figure 63: Inappropriate role models, by race/Hispanic origin, May 2009
- Figure 64: Classic characters, by age, May 2009
- Figure 65: Classic characters, by household income, May 2009
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