Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A struggling market where the fittest survive and thrive
- Children drawn in, moms want to please yet nurture
- Electronics and music segments thrive; toys, gifts and food dives
- Multifaceted diverse group of companies as leaders
- Dubious parent; triumphant kids
- Classic characters and superheroes have the greatest staying power
- Innovation on many levels needed for future growth
Market Drivers
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- Popular culture and media
- Hollywood movies
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- Figure 1: Going to see movies, by gender and age, May 2003-April 2004
- DVD rentals and sales are a key component
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- Figure 2: Forecast of U.S. DVD rental revenue, at current and constant prices, 2005-10
- Television a dominant force
- Video games popular among kids
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- Figure 3: Ownership of video game players, by gender and age, May 2003-April 2004
- Kids’ books crossover
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- Figure 4: Types of books read, by gender and age, May 2003-April 2004
- Comic books spawn characters
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- Figure 5: Kids’ readership of comic books and newspaper comics, by gender and age, May 2003-April 2004
- The Internet: a growing exposure option
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- Figure 6: Time kids spend on the Internet, by age, Fall 2005
- Tried and true titles dominate
- Threats from music, celebrities and sports
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- Figure 7: Sales of licensed goods, by property types, 2003 and 2005
- Demographic picture: More younger children equals more product sales
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- Figure 8: U.S. population projections, by age, 2000-10
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- Figure 9: Population, by age, race, and Hispanic origin, 2005
- Reaching kids through moms
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- Figure 10: Influences on moms’ purchases of products for their children, 2004
- The nagging factor
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- Figure 11: Opinions towards products with characters, agree summary, October 2005
- Purchasing power of children
- Food-related purchases
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- Figure 12: Fast food restaurant visits by kids, by age, May 2004-May 2005
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- Figure 13: Attitudes towards fast foods and fast food restaurant visits, by topline and race/ethnicity, May 2004-May 2005
Market Size, Segmentation, Trends and Distribution
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- Introduction
- Retail sales of entertainment/character merchandise
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- Figure 14: Retail sales of licensed entertainment/character merchandise, at current and constant prices, 2000-05
- Entertainment/character merchandise segments
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- Figure 15: Retail sales of licensed entertainment/character merchandise, by product category, 2003 and 2005
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- Figure 16: New children’s personal care product introductions featuring licensed characters, 2000-05
- New market activity and trends
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- Figure 17: Film releases featuring licensed characters, 2005-06
- Distribution of licensed entertainment/character merchandise
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- Figure 18: Distribution of licensed entertainment/character merchandise, U.S. and Canada, 2003 and 2005
Suppliers
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- Hasbro Properties Group (HPG)
- Mattel
- The Walt Disney Company
- Studio Entertainment
- Media Networks
- Parks and Resorts
- Consumer products
- Warner Brothers
- Licensing
- HIT Entertainment
- Marvel Entertainment, Inc.
The Consumer
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- Introduction
- Adults’ opinions on why children want character-licensed merchandise
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- Figure 19: Adults’ opinions on kids’ preferences for character merchandise, agree summary, October 2005
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- Figure 20: Adults’ opinions on kids’ preferences for character merchandise, agree summary, by household income, October 2005
- Attitudes towards character-licensed products
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- Figure 21: Opinions towards products with characters, agree summary, October 2005
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- Figure 22: Opinions towards products with characters, agree summary, by age, October 2005
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- Figure 23: Opinions towards products with characters, agree summary, by race/ethnicity, October 2005
- Summary
- Character-licensed merchandise purchased
- Food/snacks
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- Figure 24: Incidence of purchasing food/snacks character-licensed merchandise, October 2005
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- Figure 25: Purchases of top six products featuring a well-known character in the last 12 months, by presence of children under 18 in the household, October 2005
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- Figure 26: Purchases of top six products featuring a well-known character in the last 12 months, by presence of children under 18 in the household, October 2005
- Clothing
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- Figure 27: Incidence of purchasing clothing character-licensed merchandise, October 2005
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- Figure 28: Purchases of top six products featuring a well-known character in the last 12 months, by presence of children under 18 in the household, October 2005
- Toys/games
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- Figure 29: Incidence of purchasing toys/games character-licensed merchandise, October 2005
- Personal care
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- Figure 30: Incidence of purchasing personal care character-licensed merchandise, October 2005
- Stationery
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- Figure 31: Incidence of purchasing stationery character-licensed merchandise, October 2005
- Household décor
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- Figure 32: Incidence of purchasing household décor character-licensed merchandise, October 2005
- Average number of product categories purchased
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- Figure 33: Average number of product categories purchased, by number of children in household, October 2005
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- Figure 34: Average number of product categories purchased, by gender, October 2005
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- Figure 35: Average number of product categories purchased, by age, October 2005
- Summary
- Opinions about popular characters
- Educational-themed television programming
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- Figure 36: Opinions toward characters from educational-themed television programming, October 2005
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- Figure 37: Opinions toward characters from educational-themed television programming, by gender and agreement with “It is a good role model” statement, October 2005
- Classic characters
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- Figure 38: Opinions toward classic characters, October 2005
- Family favorites’ movies
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- Figure 39: Opinions toward characters from family favorites’ movies, October 2005
- Sci-fi/fantasy
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- Figure 40: Opinions toward Sci-fi/fantasy characters, October 2005
- Superheroes
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- Figure 41: Opinions toward superhero characters, October 2005
- Prime-timers
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- Figure 42: Opinions toward primetime television characters, October 2005
- Summary
Future and Forecast
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- Future trends
- Tight shelf space, low price points, and fierce competition…
- …force companies to innovate at retail
- Tried and true remains most sought after
- Music, celebrity and sport licensing threatens to take share…
- …leading to producers and marketers targeting younger children
- Going to the dogs
- Movie studios forging long-term relationships with partners, on shorter-term projects
- Advances in video game and toy technology build brand awareness and loyalty
- Childhood obesity and the move from fast food to health food character-merchandised marketing
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- Figure 43: Attitudes towards children and obesity, August 2005
- Companies take greater notice of Hispanic children
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- Figure 44: Top purchased character-licensed merchandise, by race/Hispanic origin, October, 2005
- Educational programming in search of long-term partners
- Market forecast
- Overview
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- Figure 45: Forecast of total U.S. and Canada retail sales of licensed entertainment/character merchandise, at current and constant prices, 2005-10
- Forecast Factors
Appendix: Selected Licensor/Licensee Agreements
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- Figure 46: Major examples of licensors and licensees in the marketplace, 2005-06
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Appendix: New Product Briefs
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