Table of contents
Hot toys are dead: long live hot products
Christopher ByrneRecalls the hot toys phenomenon of several past Christmases in the USA, such as for Cabbage Patch dolls and Power Rangers. Argues that such toys created headlines in order to gain…
Understanding what fun means to today’s kids
Michelle PorisReviews the importance of fun in the appeal of children’s products, and the investigation by Just Kid Inc. and KidzEyes into what constitutes fun. Outlines ten fun dimensions that…
Unlocking the secret world of kids’ imagination
Anthony J. JamesExplains the essential factors in creating successful licensed toy products for children: two are immediacy and story. Points out that toys that engage children’s emotions are…
Licence to thrill: selecting successful licences
Ben FilleryExplains the four principles of successful licensing in a cluttered marketplace: winning attention from the target audience, bringing brands to life, delivering an idea that…
The evolution of licensing
Ben Parkhouse, Adam BeswickLooks at recent changes in licensing in the UK: these reflect awareness the increase in child obesity and changing consumer attitudes and lifestyles. Traces the rise in family…
Licensing: food for thought
Jason DawnLooks at the challenges involved in creating partnerships between food and licensed products; the McDonald’s Happy Meal revolutionised how brands appealed to children, and made…
Authoring the brand: literary licensing
Elizabeth Booth, Deborah HayesReviews the growth in branded licensed merchandise for children inspired by books: literary fiction is an art form which has always had a close relationship with the market, and…
What kids and parents really think about licensing
Andrea GeesonInterviews British parents and children for their views about merchandised products like toys and clothes, including the effects of peer and media pressure, and how children’s…
Kids today and tomorrow
Rachel CrosbyAnalyses UK children’s television viewing habits and suggests how their media consumption may evolve; the research is by MediaCom, where the author is head of Kids TV. Finds that…
Resolving issues in children’s research
Debbie Solomon, Jo PetersDiscusses ethical and practical considerations in conducting market research with children. Outlines some relevant differences between children and adults which pose challenges to…
Advertising to children in Malaysia
Patrick MirandahOutlines Malaysian restrictions about advertising to children under 18 and on the use of children in advertisements: the latter is discouraged unless the products advertised…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting