Brands for the under‐3s: Teletubbies, a case study

Abstract

Analyses the impact of the Teletubbies on the children’s branded market since 1997, reflecting the belief of creators Ragdoll and the BBC that children must be at the core of all brand‐driven activity, but with parent communication also vital. Shows the ways in which Teletubbies provide an all‐round experience for the under‐3 year olds, resulting in an environment where they can practice thinking, listening and watching skills. Outlines characteristics of the programme that appeal to young children: simplicity, humour, emerging speech, babylike appearance, constant activity, and repetition of core sequences. Stresses the importance of keeping to the programme values in designing other product ranges like toys, video and books.

Citation

Hind, A. (2003), "Brands for the under‐3s: Teletubbies, a case study", Young Consumers, Vol. 4 No. 2, pp. 25-34. https://doi.org/10.1108/17473610310813771