Subject Index
 

The authors examine the opportunities for brands and businesses within gaming which, they say, is now bigger than film, music and video. It is set to become a $54.6 billion industry by 2009. They cite ...

A vox pop asks several parents and their children about licensed products. The research explores the effects of parental preferences versus peer pressure and mass media messages. It also examines the ...

Children’s literature has become san important source of inspiration for programmes of branded merchandise and experiences. The authors draw on archive and published sources to consider the role of ch ...

Challenges lie ahead in creating partnerships between food and licensed products. Food marketing to children is coming under increasing scrutiny as concerns about obesity and ill health grow. The arti ...

The authors examine the recent changes in licensing in the UK food and drink sector and identify key trends for marketers. The rise in family licensing has resulted from the increasing numbers and fin ...

There are two secrets to capturing a child's imagination to ensure the success of successful licensed products: immediacy and story. The author shows that it is quite easy for a licences property to ...

The author argues there are four principles of successful licensing: winning the attention of your target audience; bringing the brand to life in a distinctive way; delivering an idea that motivates t ...

Children's magazines have the best of both worlds. Occupying that hallowed middle ground between educative aid and desirable treat, they represent a powerful medium through which to communicate with b ...

Successful character-based marketing can deliver a faithful following of buyers. But beware, it may not be the golden goose it seems - choosing an ill-favoured icon can be costly. In this aricle, Davi ...

This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles ...

This article discusses the importance of brands to children and, given the power of children to influence the product selections of their families, the importance of children to brands. It goes on to ...

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in ...

Welcome to fad society. Charter licensing is an extremely powerful tool but popular characters tend to have limited shelf lives. How can characters be used to build you r brand in the longer term?

Abstract: Over the past 30 years the United States has grappled with the regulation of children's advertising in various media. The same debate that occurred in the 1970's in the US over banning chil ...

Character merchandising is often seen as a way to woo unsuspecting young consumers but what do children make of all this? This paper reports a small qualitative study looking at the response of childr ...

A recent study that Informer completed, an edition of the Monitor, was into the modern family. The media constantly inform us of the impending breakdown of the family and diminishing family values. We ...

This article sets out to explore what is influencing children - how they spend their leisure time and how technology plays its part in this. In particular the author explores the impact of the Interne ...

This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina, Brazil and Mexico by Nickelodeon, Just Kid Inc., and Research Inte ...

This paper will establish the fundamental marketing and communication touchstones that must be acknowledged, considered and understood before developing and implement-ing any child directed market ...

This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of ch ...

Discusses brand licensing, in which manufacturers lend or borrow brands and characters; examples include the use of Disney's 'The Lion King' on a wide range of goods from stationery to toiletries. It ...

A review of a Campaign/Admap seminar in January 1987: the subject is how advertisers can take advantage of opportunities for 'indirect' advertising arising in films and television. The article describ ...