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Character Merchandising - US - December 2013

Published By :

Mintel

Published Date : Dec 2013

Category :

Lifestyle

No. of Pages : 226 Pages

As the economy is not in its full swing of recovery since the last recession, patronage at mass merchandisers for character-branded purchases become a compelling option in exchange of value. Retailers are becoming more restrictive with the properties they give shelf space for, causing manufacturers to lean toward a few major properties to ensure return.
Table of Content

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Market size and segmentation
Modest growth for retail sales of licensed merchandise
Figure 1: Retail sales of licensed merchandise, by product category, 2011-12
Falling sales for entertainment and character-licensed merchandise
Figure 2: Retail sales of licensed merchandise, by property type, 2011-12
Retail channels
Market dominated by mass merchandisers/discounters
Figure 3: Retail sales of licensed entertainment/character merchandise, by distribution channel, 2012
Market factors
Children and adults aged 18-34 drive the market
Young families play an important role, but won’t drive sales
Recovery means slower decline in median household income
Hispanic and Asian population key to future growth
The consumer
Purchases mostly for kids, but adult market also important
Figure 4: Character merchandise categories purchased in the last 12 months, by recipients, September 2013
Men more likely than women to purchase character merchandise for self
Figure 5: Character merchandise categories purchased (not as a collectible item) for self in the last 12 months, by gender and parental status, September 2013
Purchase of character-based products for children equal for moms and dads
Figure 6: Character merchandise categories purchased (not as a collectible item) for children in the last 12 months, by parental status, September 2013
Younger Millennials prominent character merchandise gift givers
Figure 7: Character merchandise categories purchased (not as a collectible item) for someone else as a gift in the last 12 months, by gender and parental status, September 2013
Men buy products featuring superheroes; women orient toward female protagonist characters
Figure 8: Purchase of character merchandise products for self/other adults, select characters, by gender, September 2013
Parents generally prefer classic than contemporary character merchandise
Figure 9: Purchase of character merchandise products for children, select characters, by parental status, September 2013
Restaurants and grocery store channels roughly equal for food/drinks
Figure 10: Frequency and average number of food/drink character merchandise purchased at grocery/food stores versus received at restaurants in the last 30 days, September 2013
Mass merchandisers most likely preferred retail channels
Figure 11: Channels shopped for character merchandising purchased in the last 12 months, September 2013
Combating perceptions of expensive prices associated with licensing products
Figure 12: Attitudes toward buying character merchandise products, September 2013
Parents affected by the “pester” effect and desire characters with educational value
Figure 13: Attitudes toward buying character merchandise products for children, by presence of children and children’s age, September 2013
What we think

Issues and Insights

Maximizing the effectiveness of character merchandising for kids
The issues
The implications
Is there a room in the market for premium character merchandise products?
The issues
The implications
What are the core messages when using character merchandising
The issues
The implications

Trend Applications

Inspire Trend: Help Me Help Myself
Inspire Trend: Never Say Die
Mintel Futures: Old Gold

Market Size and Segmentation

Key points
Licensed merchandise – overview
Slow growth in sales of licensed merchandise
Figure 14: Retail sales of licensed merchandise, by product category, 2011-12
Falling sales for entertainment and character-licensed merchandise
Figure 15: Retail sales of licensed merchandise, by property type, 2011-12
Character merchandise – toys and games dominate
Figure 16: Retail sales of licensed entertainment/character-based merchandise, by product category, 2011-12

Channel Analysis

Market dominated by mass merchandisers/discounters
Figure 17: Retail sales of licensed entertainment/character-based merchandise, by distribution channel, 2012

Market Drivers

Key points
Children and older Millennials key demographic groups
Figure 18: Total US population, by age, 2008-18
Young families play an important role in the mix
Figure 19: Households, by presence and ages of own children, 2012
Figure 20: Households with own children, by age of householder, 2012
Figure 21: Households by presence of children, 2001-11
Recovery means slower decline in median household income
Figure 22: Median household income in inflation-adjusted dollars, 2002-12
Minorities and character merchandising
Overview
Figure 23: Population by race and Hispanic origin, 2008-18
Hispanic and Asian children likely to play a key role in driving future sales growth
Hispanic adults projected to grow the fastest over the next five years
Figure 24: Hispanic population, by age, 2008-18
Figure 25: Asian population, by age, 2008-18
Figure 26: Black population, by age, 2008-18
Asians’ median household income over index
Figure 27: Median household income, by race and Hispanic origin of householder, 2012
Minority households more likely to have kids
Figure 28: Share of households, by presence and age of children and race/Hispanic origin of householder, 2012
Figure 29: Average household size and average number of adults and children in households, by race and Hispanic origin, 2012
Success in box office likely influence character merchandise sales
Figure 30: Top-grossing movies of 2013 (as of Nov. 11, 2013)

Leading Companies

Disney/Pixar
Nickelodeon
Warner Bros.
Hasbro

Innovations and Innovators

Denny’s Hobbit menu
Figure 31: Denny’s “The Hobbit: The Desolation of Smaug” menu
Disney launches D-Tech Me
Figure 32: Disney’s D-Tech Me, Disney Princesses
Figure 33: Disney’s D-Tech Me, Star Wars
The Hunger Games: Catching Fire makeup line
Figure 34: CoverGirl Catching Fire Collection, November 2013
Netflix, Disney’s Marvel develops new series
Hawk Funn: Social fiction promoting camp gears
Figure 35: Campanion Co., an illustration of Hawk Funn on Facebook, August 2013
Hello Kitty
EVA Air’s Hello Kitty Hand in Hand Jet
Figure 36: EVA Air, Hello Kitty EVA Air jets, 2013
Hello Kitty beers
Figure 37: Taiwan Tsing Beer Corporation, Long Quan beer fruit bar 330 ml Canned Series (limited flavors), 2013
Nostalgic characters
“Disney Kingdoms: Seekers of the Weird #1”: A park attraction-based comic
Figure 38: Marvel and Walt Disney, “Seekers of the Weird,” 2013
Game of Thrones limited edition beer
Grumpy Cat promotes itself
Figure 39: Grumpy Cat merchandise

Marketing Strategies

Key points
Marketing to children, adults, or collectors
Strategy: Enhancing fans’ experience with their superheroes through theme-park rides
Figure 40: Universal Studios, “Transformers The Ride at Universal Studios Hollywood” TV ad, May 2013
Strategy: Building on prior success
Figure 41: LEGO, “Lego Batman: The Movie – DC Super Heroes Unite” TV ad, May 2013
Strategy: Character merchandising to lure in Black Friday shoppers
Figure 42: Toys “R” Us 2013 Thanksgiving weekend circular, November 2013
Strategy: Gaining approvals from a popular fictional character
Figure 43: Audi, “2014 Audi R8: Iron Man 3 Canvas” TV ad, April 2013
Strategy: Superheroes characters teaming up with iconic characters
Figure 44: Walmart, “The M&M’s Iron Man 3 Sweepstakes,” August 2013
Strategy: Licensed characters and social causes
Figure 45: DC Entertainment, “We Can Be Heroes – Justice League Edition” online ad campaign, October 2013
Marketing to children
Strategy: Promoting healthy eating habits
Figure 46: First Lady Michelle Obama with Elmo and Rosita at “Let’s Move!” Announcement, October 2013
Figure 47: Post Sesame Street Cereal Website, November 2013
Strategy: Benefiting from children’s influence over their parents
Figure 48: Yogurtland, Twitter Post, July 2013
Strategy: Benefiting from children’s influence on their parents
Figure 49: Lego, “Lego The Lord of the Rings – TV Spot: Mines of Moria & Helm’s Deep” TV ad, Aug 2012
Figure 50: Screen Shot From Lego The Lord of the Rings Microsite, 2013
Strategy: High-quality toy to bolster a profitable and growing franchise
Marketing to adults
Strategy: Highlighting activities with rewards
Figure 51: Kellogg’s, “Kellogg’s Family Rewards” online promotion, November 2013
Strategy: Infusing humor into the ad
Strategy: keeping the nostalgia
Marketing to collectors
Strategy: Emphasizing “limited edition” to capture collectors’ attentions
Figure 52: Mimico, “My Little Pony X MIMIBOT The Flash Drive Everypony Needs!” tv ad, February 2013
Strategy: Cornering the music market with comic characters
Figure 53: Peavey Electronics, “Iron Man RockMaster Guitar” Facebook sweepstakes promotional ad, February 2013

Character Merchandise – Purchase Recipients

Key points
Overview
Most purchase with children in mind, but adult market must not be overlooked
Figure 54: Character merchandise categories purchased in the last 12 months, by recipients, September 2013
Noncollectible items for self
Men purchase character merchandise for themselves, regardless of parental status
Figure 55: Character merchandise categories purchased (not as a collectible item) for self in the last 12 months, by gender and parental status, September 2013
Presence of children drives character-licensed product purchase, even when buying for self
Figure 56: Character merchandise categories purchased (not as a collectible item) for self in the last 12 months, by presence of children and children’s age, September 2013
Noncollectible items for children
Moms and dads equally likely to purchase character-based products for their children
Figure 57: Character merchandise categories purchased (not as a collectible item) for children in the last 12 months, by parental status, September 2013
Purchases of character-branded products inversely related to child’s age
Figure 58: Character merchandise categories purchased (not as a collectible item) for children in the last 12 months, by presence of children and children’s age, September 2013
Noncollectible items as a gift
Women more likely than men to buy character-licensed products as a gift
Figure 59: Character merchandise categories purchased (not as a collectible item) for someone else as a gift in the last 12 months, by gender and parental status, September 2013
Younger Millennials are prominent character merchandise gift givers
Figure 60: Character merchandise categories purchased (not as a collectible item) for someone else as a gift in the last 12 months, by age, September 2013
Collectible items for self or as a gift
Figure 61: Character merchandise categories purchased as a collectible item in the last 12 months, by gender and parental status, September 2013
Figure 62: Character merchandise categories purchased as a collectible item in the last 12 months, by age, September 2013

Character Merchandise – Purchase Categories

Key points
Character-branded product purchases in the past 12 months
Figure 63: Character merchandise categories purchased, by presence of children and children’s age, September 2013
Dads as likely as moms to buy character merchandise products
Figure 64: Character merchandise categories purchased, by gender and parental status, September 2013
Figure 65: Character merchandise categories purchased, by age, September 2013
Apparel and clothes
Food and drink at grocery/food stores
Personal care
For children
For adults
Media
Toys and games
Food and drink at restaurants
Stationery/paper products
Seasonal items/holiday decors, accessories, consumer electronics accessories, housewares/home décor

Frequency and Number of Character Merchandise Purchases by Category

Key points
Food and drink
Half of adults buying/receiving foodservice or food/drink store character merchandising in the past 12 months
Figure 66: Frequency and average number of food/drink character merchandise purchased at grocery/food stores versus received at restaurants in the last 30 days, September 2013
Figure 67: Frequency and average food/drink character merchandise received at restaurants versus purchased at grocery/food stores in the last 30 days, by parents with children and children’s age, September 2013
Figure 68: Frequency and average food/drink character merchandise received at restaurants vs. purchased at grocery/food stores in the last 30 days, by parental status, September 2013
Nonfood/drink
Clothing dominates nonfood/drink character merchandise purchasing
Figure 69: Frequency and average number of character merchandise purchases in the last 12 months, by category, September 2013
Figure 70: Incidence and frequency of character merchandise purchases in the last 12 months, by category, by presence of children and children’s age, September 2013
Figure 71: Incidence and frequency merchandise purchases in the last 12 months, by category, by presence of children and children’s age, September 2013 (continued)

Channels Shopped for Character Merchandising

Key points
Online-only retailers feature highly for character merchandise shopping
Figure 72: Channels shopped for character merchandising in the last 12 months, September 2013
Millennials show wider range of channels shopped
Figure 73: Channels shopped for character merchandising in the last 12 months, September 2013
Gender preferences match other purchase patterns
Figure 74: Channels shopped for character merchandising purchased in the last 12 months, by gender and parental status, September 2013
Income influences sources of character merchandising purchases
Figure 75: Channels shopped for character merchandising purchased in the last 12 months, by household income, September 2013

Attitudes Toward Buying Character Merchandise

Key points
Combating perceptions of expensive prices associated with licensing products
Figure 76: Attitudes toward buying character merchandise products for self/other adults, September 2013
Need for cute for women and personal identification for men
Figure 77: Attitudes toward buying character merchandise products for self/other adults, by gender and parental status, September 2013
The “pester” effect and benefit of educational value
Figure 78: Attitudes toward buying character merchandise products for self/other adults, by presence of children and children’s age, September 2013

Popular Characters for Adults

Key points
Action-based properties likely appeal to men; “girly” or “cute” images for women
Figure 79: Purchase of character merchandise products for self/other adults, select characters, by gender, September 2013
Classic characters appeal across generations, contemporary properties attract Millennials
Figure 80: Purchase of character merchandise products for self/other adults, select characters, by generation, September 2013
The inclination to buy character-based products mostly correlates inversely with age
Figure 81: Purchase of character merchandise products for self/other adults, select characters, by age, September 2013
Middle-income households most likely in the market
Figure 82: Purchase of character merchandise products for self/other adults, select characters, by household income, September 2013
Households with younger children more likely to purchase character products
Figure 83: Purchase of character merchandise products for self/other adults, select characters, by presence of children and children’s age, September 2013

Popular Characters for Children

Key points
Overview
Figure 84: Purchase of character merchandise products for children, select characters, September 2013
Figure 85: Purchase of character merchandise products for children, select characters, September 2013 (continued)
Overall, parents opt for classic over contemporary character merchandise for purchases
Figure 86: Purchase of character merchandise products for children, select characters, by parental status, September 2013
Parents of older children more engaged with contemporary characters
Figure 87: Purchase of character merchandise products for children, select characters, by presence of children and children’s age, September 2013

Impact of Race and Hispanic Origin

Key points
Minorities most avid character merchandise purchasers
Figure 88: Character merchandise categories purchased in the last 12 months, by race/Hispanic origin, September 2013
Differing values necessitates targeted marketing
Figure 89: Attitudes toward buying character merchandising, by race/Hispanic origin, September 2013
Figure 90: Attitudes toward children’s favorite characters and children’s influence in buying character merchandising products, by race/Hispanic origin, September 2013
Asians most likely shop online; Blacks prefer dollar stores
Figure 91: Channels shopped for character merchandising purchased in the last 12 months, by race/Hispanic origin, September 2013

Appendix – Other Useful Consumer Tables

Character merchandise categories purchased
Figure 92: Character merchandise categories purchased, by gender and age, September 2013
Figure 93: Character merchandise categories purchased, by generation, September 2013
Figure 94: Character merchandise categories purchased, by household income, September 2013
Figure 95: Character merchandise categories purchased, by age and household income, September 2013
Figure 96: Character merchandise categories purchased, by race and age, September 2013
Figure 97: Character merchandise categories purchased, by marital status, September 2013
Figure 98: Character merchandise categories purchased, by number of people in household, September 2013
Figure 99: Character merchandise categories purchased, by number of children in household, September 2013
Figure 100: Character merchandise categories purchased, by gender and presence of children, September 2013
Figure 101: Character merchandise categories purchased, by region, September 2013
Figure 102: Character merchandise categories purchased, by preferred retail channels, September 2013
Figure 103: Character merchandise categories purchased, by preferred retail channels, September 2013 (continued)
Figure 104: Character merchandise categories purchased, by (select) well-known animated/theatrical/live-action TV/classic characters would buy, September 2013
Figure 105: Character merchandise categories purchased, by (select) well-known animated/theatrical/live-action TV/classic characters would buy, September 2013 (continued)
Figure 106: Character merchandise categories purchased, by (select) well-known animated/theatrical/live-action TV/classic characters would buy, September 2013 (continued)
Figure 107: Character merchandise categories purchased, by (select) well-known animated/theatrical/live-action TV/classic characters would buy, September 2013 (continued)
Figure 108: Character merchandise categories purchased, by (select) well-known animated/theatrical/live-action TV/classic characters would buy, September 2013 (continued)
Types of character merchandise purchased for self
Figure 109: Types of character merchandise purchased for self in the past 12 months, by age, September 2013
Figure 110: Types of character merchandise purchased for self in the past 12 months, by gender and age, September 2013
Figure 111: Types of character merchandise purchased for self in the past 12 months, by generation, September 2013
Figure 112: Types of character merchandise purchased for self in the past 12 months, by household income, September 2013
Figure 113: Types of character merchandise purchased for self in the past 12 months, by age and household income, September 2013
Figure 114: Types of character merchandise purchased for self in the past 12 months, by marital status, September 2013
Figure 115: Types of character merchandise purchased for self in the past 12 months, by race/Hispanic origin, September 2013
Figure 116: Types of character merchandise purchased for self in the past 12 months, by number of people in household, September 2013
Figure 117: Types of character merchandise purchased for self in the past 12 months, by presence and number of children in household, September 2013
Figure 118: Types of character merchandise purchased for self in the past 12 months, by region, September 2013
Figure 119: Types of character merchandise purchased for self in the past 12 months, by preferred retail channels, September 2013
Figure 120: Types of character merchandise purchased for self in the past 12 months, by preferred retail channels, September 2013 (continued)
Types of character merchandise purchased for children
Figure 121: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by parents’ gender, September 2013
Figure 122: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by parents’ age, September 2013
Figure 123: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by parents’ gender and age, September 2013
Figure 124: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by household income, September 2013
Figure 125: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by generation, September 2013
Figure 126: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by race/Hispanic origin, September 2013
Figure 127: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by household size, September 2013
Figure 128: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by region, September 2013
Figure 129: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by number of children in household, September 2013
Figure 130: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by preferred retail channels, September 2013
Figure 131: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by preferred retail channels, September 2013 (continued)
Types of character merchandise purchased for gifts (not as a collectible item)
Figure 132: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by generation, September 2013
Figure 133: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by household income, September 2013
Figure 134: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by race/household income, September 2013
Figure 135: Types of character merchandise purchased for children younger than 18 (not as a collectible item) in the past 12 months, by region, September 2013
Retailers and channels shopped for character merchandising products
Figure 136: Channels shopped for character merchandising purchased in the last 12 months, by gender, September 2013
Figure 137: Channels shopped for character merchandising purchased in the last 12 months, by race/Hispanic origin, September 2013
Figure 138: Channels shopped for character merchandising purchased in the last 12 months, by marital status, September 2013
Figure 139: Channels shopped for character merchandising purchased in the last 12 months, by region, September 2013
Popular characters for children
Figure 140: Purchase of character merchandise products for children, select characters, by gender, September 2013
Figure 141: Purchase of character merchandise products for children, select characters, by age, September 2013
Figure 142: Purchase of character merchandise products for children, select characters, by generation, September 2013
Figure 143: Purchase of character merchandise products for children, select characters, by gender and age, September 2013
Figure 144: Purchase of character merchandise products for children, select characters, by household income, September 2013
Figure 145: Purchase of character merchandise products for children, select characters, by race/Hispanic origin, September 2013
Figure 146: Purchase of character merchandise products for children, select characters, by presence of children, September 2013
Figure 147: Purchase of character merchandise products for children, select characters, by region, September 2013
Figure 148: Purchase of character merchandise products for children, select characters, by number of children in household, September 2013
Attitudes toward buying character merchandising
Figure 149: Attitudes toward buying character merchandising, by age, September 2013
Figure 150: Attitudes toward children’s favorite characters and children’s influence in buying character merchandising products, by age, September 2013
Figure 151: Attitudes toward buying character merchandising, by generation, September 2013
Figure 152: Attitudes toward children’s favorite characters and children’s influence in buying character merchandising products, by generation, September 2013
Figure 153: Attitudes toward buying character merchandising, by household income, September 2013
Figure 154: Attitudes toward children’s favorite characters and children’s influence in buying character merchandising products, by household income, September 2013
Figure 155: Attitudes toward buying character merchandising, by marital status, September 2013
Figure 156: Attitudes toward buying character merchandising, by region, September 2013

Appendix – Trade Associations

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