The role of characters in kids marketing

Abstract

Examines the history of branded characters in children’s marketing; these go back to the Michelin Man in 1898, and include the Robinson Golly and the Jolly Green Giant. Shows how reliance on these characters diminished with television advertising, which allowed animated stories to carry the brand, rather than mere static poster and press characters; some of the characters have now been pensioned off. Outlines three stages of child development related to brand characters, followed by the different form of commercial character usage: licensed product (the character is the brand), brand spokespeople like Tony the Tiger, characters associated with the brand over time (like the Dulux dog), borrowed equity using entertainment characters, and pack design with character visuals. Warns that increased sophistication of children with respect to brands and advertising means that character brands can alienate older children if they are perceived as too childlike.

Citation

Lawrence, D. (2003), "The role of characters in kids marketing", Young Consumers, Vol. 4 No. 3, pp. 43-48. https://doi.org/10.1108/17473610310813898