This report covers the U.S. market for toiletries marketed to children such as toothpaste and toothbrushes, shampoo and conditioner, shower gels, soaps, and suncare. These products often have milder formulations developed just for children, and are linked with a cartoon or other children's character. Character merchandising is an important marketing tool used by manufacturers aimed at triggering a desired response among children, either to buy goods themselves or to implore parents to buy on their behalf.

Parents will often defer to what children want, either to encourage good personal care habits or for the sake of a quiet life. Parents themselves, especially working mothers, may find it difficult to deny their children goods featuring their favorite characters. Sociologists have commented that Baby Boomers as a generation tend to spoil their offspring and may be more receptive to children's demands, making pester power an even more effective weapon in the marketing of children's personal care products.

Pester power is by no means a new phenomenon, but is consistent with the nature of a modern consumer society in which children are becoming increasingly sophisticated consumers in their own right. Children's pester power remains a formidable force in the marketing of licensed character goods, which helps sustain consumer demand.

Research data and analysis in this report answer questions such as:

Where are kids' toiletries purchased?

What characters are preferred among different genders and age groups?

Are boys or girls more susceptible to character merchandising?

What does the future hold for this sector?

This report contains US IRI InfoScan data. Report contents may be subject to change prior to the date of publication.

A number of U.S. reports covering related sectors have been published, are planned, or are in preparation, including:

Baby Food and Drink, consumer intelligence--U.S. Report, October 2002

Video Games, consumer intelligence--U.S. Report, October 2002

Body Care, consumer intelligence--U.S. Report, July 2002

Bicycles, consumer intelligence--U.S. Report, July 2002

Educational Software, consumer intelligence--U.S. Report, June 2002

Toys & Games, consumer intelligence--U.S. Report, June 2002

Family Leisure Activities, consumer intelligence--U.S. Report, May 2002

Organic Foods, consumer intelligence--U.S. Report, May 2002

Kids' & Teens' Eating Habits, consumer intelligence--U.S. Report, April 2002

Children's Clothing, consumer intelligence--U.S. Report, April 2001