Licensed characters need to be fully integrated into kids’ brands

The article discusses the use of licensed properties (characters) in marketing brands to children. The problem is how to link the emotional value of licensed characters effectively with the brand.

Licensed characters need to be fully integrated into kids' brands

Bryan Urbick

For many years, companies have created and used brand characters to persuade children and their parents to buy their products. Others have developed products around familiar, popular characters from other sources.

Today, however, children and their exposure to media has evolved considerably, and companies that use licensed properties to promote their products need to have a much more in-depth understanding of the marketplace.

In the past, the child's recognition of a character (or characters) was enough to drive their interest in a given product. However, research by Consumer...

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