Kids' Licensed Foods & Beverages in the U.S.

Table of Contents

Chapter 1 Executive Summary

• Market Scope
• Report Methodology
• Market Size and Growth
  • Retail Sales Reach $746 Million
  • Figure 1-1 U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2002-2006 (in million $)
  • Licensed Products at 5% of Total Kids' Food & Beverage
  • Figure 1-2 U.S. Retail Sales for All Kids' Food & Beverage Products (in billion $) and Licensed Products as a Percentage of Total, 2002-2006
  • Market to Reach $1 Billion by 2011
  • Figure 1-3 Forecasted U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2006-2011 (in million $)
• Top Kids' Licensing Properties
  • Table 1-1 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
• Trends and Opportunities
  • Licensing Keeps Food Fresh and Kids Engaged
  • Kids Show Us the Money
  • The Regulatory Smack Down Update
  • Opportunities in Licensing Healthier Snacks
  • Getting Kids' Attention
  • Portability and Portion Control
  • Explore New Worlds Beyond TV and Film
  • Pass on Mass
  • I Am Mom, The Gatekeeper
• Marketing Dynamics
  • New Product Introductions
  • Table 1-2 New Product Introductions by Category, 2002-2006
  • Single-Serve and Organic Top the List
  • Table 1-3 Selected Kids' Licensed Food & Beverage Product Trends by Number of New Product Introduction Package Tags, 2006
  • They' re Sweet Now, But Just Wait...
  • Table 1-4 Selected Kids' Licensed Food & Beverage Flavor Trends by Number of New Product Introduction Package Tags, 2006
• Marketing and Promotion
  • Opportunities in Kids' Private Label Licensing
  • Packaging Plays a Critical Role in Kids' Products
  • The Licensed Water Rollout Keeps It Fresh
  • Challenging Kids to Eat Fruits & Veggies
  • A Change for the Better
  • Responsible Product Marketing to Kids
• Kid Consumer Demographics
• Kids' Population Totals 36 Million
• Kids' Population Growth to Accelerate
• Multicultural Kids Now More than 40% of Kids' Population
• Kids, Parents and Media
• Girls and Boys Differ
• More Affluent Kids Less Susceptible to Ads
• Parental Attitudes Vary by Racial Lines
• No Surprise: Nickelodeon and Disney Shows Predominate
• Table 1-5 Percentage of Kids Watching TV Programs in the Past Week, 2006

Chapter 2 Kids' Licensed Food & Beverage Market

• Market Scope
• Report Methodology
• A Licensing Primer
• Who' s Who
• When Does Licensing Make Sense?
• An Introduction to Kids' Licensed Foods and Beverages
• Shift in Kids' Food
• Regulatory Overview
• Labeling Overview
• A Variety of Possible Claims
• Health Claims that Meet Significant Scientific Agreement
• Qualified Health Claims
• Nutrient Content Claims
• Structure/Function Claims
• Allergen Issues
• Are You Prepared for a Product Recall?
• Market Size and Growth
  • Retail Sales Reach $746 Million
  • Figure 2-1 U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2002-2006 (in million $)
  • Table 2-1 U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2002-2006 (in million $)
  • Licensed Products at 5% of Total Kids' Food & Beverage
  • Figure 2-1 U.S. Retail Sales for All Kids' Food & Beverage Products (in billion $) and Licensed Products as a Percentage of Total, 2002-2006
  • Table 2-1 U.S. Retail Sales for All Kids' Food & Beverage Products, 2002-2006 (in billion $)
  • A Look at Selected IRI-tracked Licensed Products
  • Table 2-1 Top 10 IRI-tracked Kids' Licensed Food & Beverage Products, 2002-2006 (in million $)
• Market Forecast
• Market to Reach $1 Billion by 2011
• Figure 2-1 Forecasted U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2006-2011 (in million $)
• Table 2-1 Forecasted U.S. Retail Sales for Kids' Licensed Food & Beverage Products, 2006-2011 (in million $)

Chapter 3 Top Kids' Licensing Properties

• Boys into Fantasy; Girls into Reality
• Table 3-1 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
• It' s a SpongeBob World
• TV Channels Over Web-based Properties
• Entertainment Trumping Toys
• Up Next?
• Table 3-2 Properties Tested for KidzEyes/Funosophy Fall 2007 License Tracker Survey
• Selected Kids' Food & Beverage License Profiles
• Overview
• Shreck vs. Jurassic Park and Pirates of the Caribbean
• The Simpsons
• The Wiggles
• American Idol
• About FremantleMedia Licensing Worldwide, Americas
• About 19 Entertainment
• SpongeBob SquarePants and Dora the Explorer
• About Nickelodeon
• Nickelodeon' s Let' s Just Play Go Healthy Challenge
• Bratz
• About MGA Entertainment, Inc.
• Disney Princess
• About Disney Consumer Products
• Scooby-Doo
• About Warner Bros. Consumer Products
• Batman

Chapter 4 Trends and Opportunities

• Licensing Keeps Food Fresh and Kids Engaged
• Kids by the Numbers
• The Regulatory Health Smack Down
• Opportunities in Licensing Healthier Snacks
• Licensing Fits with Shifting Marketing Approaches
• Kids Respond to Branded Foods
• Portability and Portion Control
• Explore New Worlds Beyond TV and Film
• Hello Kitty
• The Nostalgia Factor
• Halo3 Does the Dew
• Harry Potter vs. Lite Novels
• Pass on Mass
• I Am Mom, The Gatekeeper

Chapter 5 Marketing Dynamics

• New Product Introductions
• Table 5-1 New Product Introductions by Category, 2002-2006
• Product for One, Please
• Table 5-2 Selected Kids' Licensed Food & Beverage Product Trends by Number of New Product Introduction Package Tags, 2006
• Natural & Organic Important to Parents
• Peter Rabbit and Sesame Street
• High Vitamins
• Novelty at Play
• They' re Sweet Now, But Just Wait...
• Extreme is the Name of the Game
• Table 5-3 Selected Kids' Licensed Food & Beverage Flavor Trends by Number of New Product Introduction Package Tags, 2006
• Selected New Product Introductions
• Table 5-4 Selected Kids' Licensed Food & Beverage Product Introductions, 2007
• Marketing and Promotion
  • Opportunities in Kids' Private Label Licensing
  • Disney-Kroger Partnership
  • Packaging Plays a Critical Role in Kids' Products
  • Brand Viewpoint Process
  • The Licensed Water Rollout Keeps It Fresh
  • Table 5-5 Percentage of 6 to 11-year-olds Who Purchased Bottled Water from School Vending Machines, 2004 vs. 2006
  • Challenging Kids to Eat Fruits & Veggies
  • Nickelodeon/Viacom Extends Partnership with General Mills
  • Sesame Workshop and Del Monte Foods
  • A Change for the Better
  • Going Beyond Television
  • Kids Like Some Advertiser Widgets
  • Table 5-6 U.S. Advertising Spending on Social Networking Websites, 2007
  • Responsible Product Marketing to Kids
  • Beverages
  • Foods
  • Table 5-7 Criteria for Foods Marketed to Kids
  • Portion Size Limits
  • Marketing Techniques
  • Additional Guidance for Schools
  • Additional Guidance for Retail Stores

Chapter 6 Kid Consumer Demographics

• Kids' Population Totals 36 Million
• Table 6-1 Size of U.S. Kids' Population by Single Year of Age, July 2007 (in thousands)
• Table 6-2 U.S. Kids' Population as a Percentage of Total U.S. Population, July 2007 (in thousands)
• Boys a Larger Percentage of Kids' Population
• Table 6-3 Percentage of Males and Females by Selected Age Groups, July 2007
• Kids' Population Growth to Accelerate
• Table 6-4 Selected Age Groups as a Percentage of the Total U.S. Population, 2005 vs. 2010
• Multicultural Kids Now More than 40% of Kids' Population
• The Classroom Melting Pot
• Table 6-5 Population of 3 to 11-year-olds by Race and Hispanic Origin, 2005 (in thousands)
• Table 6-6 Non-Hispanic White vs. Multicultural as a Percentage of the U.S. Population by Age Group, 2004
• Table 6-7 Race and Hispanic Origin of 3 to 11-year-olds by Age Group, 2004 (in thousands)
• Population of Multicultural Kids Will Grow in Importance
• Table 6-8 Population Growth of Kids Under Age 14: Hispanics vs. Other Population Groups, 2005 vs. 2010 (in thousands)
• Kids, Parents and Advertising
  • The Simmons Survey System
  • Simmons' Data on Advertising Attitudes
  • Table 6-9 Attitudes Toward Advertising Among 6 to 11-year-olds by Gender and Age Group
  • More Affluent Kids Less Susceptible to Ads
  • Table 6-10 Percentage of 6 to 11-year-olds with Select Ad Receptivity by Demographic Characteristic
  • Parental Attitudes Toward Kids' Advertising Vary Widely
  • Table 6-11 Attitudes of Parents Toward Advertising to Children, by Demographic Characteristic
  • No Surprise: Nickelodeon and Disney Shows Predominate
  • Table 6-12 Percentage of Kids Watching TV Programs in the Past Week, 2006