Subject Index
 

Charles Dawson discusses the 'Princess' marketing phenomenon from Disney Consumer Products. In six years this has grown to a $3 billion+ business - but will it last?

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 ...

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 ...

This article looks at the changes in the US toy market over the last 20 years. It examines the demise of the ‘hot toy’ – the must-have Christmas present that featured heavily in the media and parents ...

The Duracell Toy Survey is carried out across Europe and is now in its fifth year. Nine European countries are covered. It reveals the current top ten toys, and uncovers other details about children’s ...

Describes how Lego launched Bionicle, a new range of toy products for boys. The project involved close partnership with the Danish advertising agency, Advance, developing a movie storytelling context, ...

Discusses what children want from brands and what a brand has to be like to succeed with them. Children want brands that are interactive and instant. They are aware of brands early and are major influ ...

Kara Chan, Hong Kong Baptist University, presents the results of research into the concept of materialism among Chinese children. Chan explains her study in the context of Chinese culture and provides ...

In this study Simona De Iulio, University of Strasbourg and Zouha Jarrin, University of Grenoble, reveal some interesting findings about globalisation, advertising and child culture by comparing toy c ...

In this case study of the award-winning Action Man ‘Final Combat’ campaign, Sam d’Amato explains how OMD, with the help of over 100,000 kids, brought Action Man into the 21st century.

In this article on toy marketing, Ruth Clement at Mattel explains her research into the need states and drivers of mothers with young children, and the impact this has on toy ownership.

Toy manufacturers will magnify success if they can appeal to both children (the 'fun factor') and their parents. This article describes the type of toys needed by kids at different development stages, ...

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 ...

La Caixa's Mega Account Book is a savings account book for younger people. Their target was to get as many children as possible into their branches, to keep the children interested throughout the year ...

A new entry into today's European markets - particularly fashion - often cannot afford the time for exhaustive trial and testing. This short case history shows how preparatory research alone deftly id ...

The study/model on which this paper is based incorporated theoretical approaches to economic utilitarianism, social-cultural symbolism and emotional/affective marketing. Empirical support was provided ...