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Character Merchandising - US - December 2011

Popular characters can be very effective at driving sales for a variety of products. For example, according to Nickelodeon, Dora the Explorer has generated more than $11 billion in worldwide sales since 2002. The exceptional effectiveness of character merchandising—especially when related to advertising directed at children—has also led to a great deal of oversight from the federal government. Research has shown that children respond more favorably to products with packaging that includes cartoon characters. The effect is so strong that children even rate foods with cartoon character packaging as tasting better than other foods.

Despite the popularity of character merchandising, overall sales have declined in recent years. The decrease is partially due to the continuing weak economy, and that many parents have adopted more frugal shopping habits in an effort to reduce discretionary spending. Thus, while character merchandising can be quite effective, it is also important to examine consumer attitudes and behavior, as well as industry trends and innovations, to ensure that such efforts are successful.

To provide the data and insight often needed to maximize the effectiveness of character merchandising, Mintel has produced this report which addresses the following questions:

  • How have sales of character merchandise performed in 2010 versus 2009?
  • Which categories are associated with sales declines and which are driving gains?
  • Which consumer segments report buying less character merchandise in the last year and which are buying more?
  • Which companies have been most successful using character merchandising and why?
  • What are the most popular characters in the U.S.?
  • How do American adults view character merchandising and its impact on children?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Data sources
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Sales in most categories of character merchandise down in 2010
                        • Character-branded personal care products sales increased in 2010
                          • Most Americans buy at least some character merchandise
                            • Most character merchandise purchased in discount channels
                              • Increased regulation could be undermining growth of food sales
                                • SpongeBob SquarePants and Dora the Explorer most popular characters
                                  • Yet parents somewhat more likely to favor classic characters
                                    • Food and snacks, clothing, and paper products most popular categories
                                      • Blacks more likely to have purchased most types of character merchandise
                                      • Insights and Opportunities

                                        • Show parents how characters can be used to teach kids good habits
                                          • Develop educational materials than can be used by schools and parents
                                            • Figure 1: Team Umizoomi preschool math kit, November 2011
                                          • Consider letting kids and parents customize characters using online tools
                                          • Inspire Insights

                                              • Trend: Edutainment
                                                • Trend: Non-Standard Society
                                                • Market Size and Segmentation

                                                  • Key points
                                                    • 2010 sales declined as many continued to embrace frugality
                                                      • Figure 2: Retail sales of licensed merchandise, by product category, 2009-10
                                                    • With few exceptions, sales decline across majority of property types
                                                      • Figure 3: Retail sales of licensed merchandise, by property type, 2009-10
                                                    • Declines in character merchandise sales consistent with overall declines
                                                      • Figure 4: Retail sales of entertainment/character-based merchandise, by product category, 2009-10
                                                  • Channel Analysis

                                                    • Sales declines may be due in part to pricing pressure at mass
                                                      • Figure 5: Retail sales of licensed entertainment/character merchandise, by distribution channel, 2010
                                                    • Declines in Disney Store visits correlates with recession
                                                      • Figure 6: Kids 6-12 Disney Store past month visit and favorite store, January 2006-December 2010
                                                  • Industry Challenges

                                                      • Legal issues and licensing rights
                                                        • Effectiveness of characters in marketing toward children invites scrutiny
                                                          • Regulators often focus on food and beverage marketing
                                                            • Declining median household income likely dampening sales
                                                              • Figure 7: Median household income in inflation-adjusted dollars, 2000-10
                                                          • Market Drivers

                                                            • Key points
                                                              • Growth of 6-11 segment should help to drive sales
                                                                • Figure 8: Population, by relevant age groups, 2006-16
                                                              • Minorities particularly important to character merchandisers
                                                                • Figure 9: Population by race and Hispanic origin, 2006-16
                                                              • Minorities more likely to have kids than whites
                                                                • Figure 10: Households, by race of householder and presence and ages of children, 2010
                                                              • Hispanics and Asian segments likely to play a key role in driving future sales growth
                                                                • Figure 11: Hispanic population, by relevant age groups, 2006-16
                                                                • Figure 12: Asian population, by relevant age groups, 2006-16
                                                              • Box office slump may also be linked to sales declines
                                                                • Figure 13: Top Grossing movies of 2011 (Jan. 3, 2011 through Nov. 29, 2011)
                                                            • Leading Companies

                                                                • Disney/Pixar
                                                                  • Nickelodeon
                                                                    • Warner Brothers
                                                                      • Hasbro
                                                                      • Innovations and Innovators

                                                                          • Hasbro and the Hub
                                                                            • Marvel clothing line
                                                                              • Figure 14: Aeropostale Spider-Man hooded sweatshirt, November 2011
                                                                            • Green Lantern: ties to toys, snacks, QSRs, and theme parks
                                                                              • Figure 15: Green Lantern roller coaster logo, November 2011
                                                                            • Spider-Man on Broadway
                                                                              • Figure 16: Spider-Man turn off the dark poster, November 2011
                                                                            • Disney/Pixar Cars merchandising success
                                                                              • SpongeBob SquarePants is everywhere
                                                                                • SpongeBob characters at the forefront of trends
                                                                                  • Figure 17: SpongeBob SquarePants SillyBandz, November 2011
                                                                                • Characters licensed for video game development
                                                                                  • Food and personal care products bear likeness
                                                                                    • Dora the Explorer sales similar to SpongeBob
                                                                                      • Dora merchandise covers gamut of product targeted toward kids
                                                                                        • Better-for-you foods using characters appeal to parents and kids alike
                                                                                          • Harry Potter
                                                                                            • Burger King “King”
                                                                                            • Television Advertising

                                                                                              • Use of characters in television advertisements
                                                                                                • Farmers Insurance uses characters to capture the attention of adults
                                                                                                  • Figure 18: Farmers Insurance Group, X-Men First Class television ad, 2011
                                                                                                • Dunkin’ Donuts uses Captain America to frame the brand as all-American
                                                                                                  • Figure 19: Dunkin’ Donuts, Captain America television ad, 2011
                                                                                                • McDonald’s leverages Kung- Fu Panda 2 to promote happy meals
                                                                                                  • Figure 20: McDonald's, Kung Fu Panda television ad, 2011
                                                                                                • Yoplait uses Cars characters and game to make Go-Gurt fun
                                                                                                  • Figure 21: Yoplait Go-Gurt, Cars television ad, 2011
                                                                                                • Bel Furniture uses characters to attract parents and kids
                                                                                                  • Figure 22: Bel Furniture, SpongeBob SquarePants television ad, 2011
                                                                                              • Favorite Characters

                                                                                                • Key points
                                                                                                  • SpongeBob SquarePants remains most popular character among children
                                                                                                    • Figure 23: Favorite character and youngest child’s favorite character, August 2011
                                                                                                  • Disney characters especially popular with women
                                                                                                    • Figure 24: Favorite character, by gender, August 2011
                                                                                                  • SpongeBob popularity increases with age, Dora peaks younger
                                                                                                    • Figure 25: Youngest child’s favorite character-part 1, by children’s ages, August 2011
                                                                                                    • Figure 26: Youngest child’s favorite character-part 2, by children’s ages, August 2011
                                                                                                  • Younger children prefer characters on clothing
                                                                                                    • Figure 27: Images children aged 6-12 years like on clothing, by gender and age of child, May 2011
                                                                                                • Influence of Characters on Purchase Behavior

                                                                                                  • Key points
                                                                                                    • Those with more children in the home buy more character products
                                                                                                      • Figure 28: Character merchandise purchases compared to last year, by presence and number of children in household, August 2011
                                                                                                    • Parents of younger children most likely to buy character merchandise
                                                                                                      • Figure 29: Character merchandise purchases compared to last year, by parental status and children’s ages, August 2011
                                                                                                  • Purchases for Children

                                                                                                    • Key points
                                                                                                      • Parents prefer to buy classic character merchandise over contemporary
                                                                                                        • Figure 30: Character merchandise purchases for children, by number of children in household, August 2011
                                                                                                      • Parents of older children most interested in contemporary characters
                                                                                                        • Figure 31: Character merchandise purchases for children, by parental status and children’s ages, August 2011
                                                                                                    • Perceptions of Children’s Attitudes Toward Character Merchandising

                                                                                                      • Key points
                                                                                                        • Children are more likely to use character merchandise
                                                                                                          • Figure 32: Parents’ perception of their children’s attitudes toward character merchandise, August 2011
                                                                                                        • Parents of three or more report children prefer character merchandise
                                                                                                          • Figure 33: Parents’ perception of their children’s attitudes toward character merchandise, by number of children in household, August 2011
                                                                                                        • Older children have strongest preference for character merchandise
                                                                                                          • Figure 34: Parent’s perception of their children’s attitudes toward character merchandise, by children’s ages, August 2011
                                                                                                      • Attitudes Toward Character Merchandising and Children

                                                                                                        • Key points
                                                                                                          • Slightly more than half of adults find the use of characters to be exploitive
                                                                                                            • Figure 35: Attitudes toward character merchandising and children, August 2011
                                                                                                          • 25-34 year olds least likely to see character merchandising as exploitive
                                                                                                            • Figure 36: Attitudes toward character merchandising and children, by age, August 2011
                                                                                                          • Parents are less likely to see using characters as exploitive
                                                                                                            • Figure 37: Attitudes toward character merchandising and children, by parental status, August 2011
                                                                                                          • Parents of children across ages find many characters too adult-like
                                                                                                            • Figure 38: Attitudes toward character merchandising and children, by parental status and children’s ages, August 2011
                                                                                                        • Attitudes Toward Character Merchandising

                                                                                                          • Key points
                                                                                                            • Many feel products with characters are overpriced
                                                                                                              • Figure 39: Attitudes toward character merchandising, August 2011
                                                                                                            • Women are more likely to notice a character before the product
                                                                                                              • Figure 40: Attitudes toward character merchandising, by gender, August 2011
                                                                                                            • Parents more likely to be reminded of childhood by character products
                                                                                                              • Figure 41: Attitudes toward character merchandising, by parental status, August 2011
                                                                                                          • Character Merchandise Purchase Categories and Recipients

                                                                                                            • Key points
                                                                                                              • Most character merchandise purchases are for children
                                                                                                                • Figure 42: Types of character merchandise purchased in the past 12 months, bought for whom? August 2011
                                                                                                              • Any purchase reason
                                                                                                                • Women are more likely to purchase character merchandise
                                                                                                                  • Figure 43: Types of character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                • 25-34 year olds generally most likely to buy character merchandise
                                                                                                                  • Figure 44: Types of character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                • Parents of young children more likely to buy clothes and décor
                                                                                                                  • Figure 45: Types of character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                • Purchased for self
                                                                                                                  • Men more likely to have purchased character merchandise for self
                                                                                                                    • Figure 46: Types of character merchandise purchased for self in the past 12 months, by gender, August 2011
                                                                                                                  • Those without children or with only one more likely to buy for self
                                                                                                                    • Figure 47: Types of character merchandise purchased for self in the past 12 months, by presence and number of children in household, August 2011
                                                                                                                  • Parents of older children more likely to buy character merchandise
                                                                                                                    • Figure 48: Types of character merchandise purchased for self in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                  • Purchased for children younger than 12
                                                                                                                    • Parents of younger children more likely to buy character clothing
                                                                                                                      • Figure 49: Types of character merchandise purchased for children younger than 12 in the past 12 months, by children’s ages, August 2011
                                                                                                                    • Purchased as a gift
                                                                                                                      • Women more likely to buy character merchandise as a gift
                                                                                                                        • Figure 50: Types of character merchandise purchased as a gift in the past 12 months, by gender, August 2011
                                                                                                                      • 45-54 year olds most likely to buy character paper goods as gifts
                                                                                                                        • Figure 51: Types of character merchandise purchased as a gift in the past 12 months, by age, August 2011
                                                                                                                      • Those with a single child in the household most likely to buy character products as gifts
                                                                                                                        • Figure 52: Types of character merchandise purchased as a gift in the past 12 months, by presence and number of children in household, August 2011
                                                                                                                    • Character Merchandise Category Purchase Details

                                                                                                                      • Key points
                                                                                                                        • Food and snacks
                                                                                                                          • Parents of younger children most likely to buy character fast food
                                                                                                                            • Figure 53: Food/snack product character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                          • Men more likely than women to buy food and snacks with characters
                                                                                                                            • Figure 54: Food/snack product character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                          • Clothing
                                                                                                                            • Parents of younger children most likely to buy character-branded clothing
                                                                                                                              • Figure 55: Clothing character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                            • Most character clothes bought for children, though many buy for self
                                                                                                                              • Figure 56: Clothing character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                            • Parents more likely to buy character clothing, especially T-shirts
                                                                                                                              • Figure 57: Clothing character merchandise purchased in the past 12 months, by parental status, August 2011
                                                                                                                            • Paper goods and supplies
                                                                                                                              • Parents of older children are more likely to buy character paper goods
                                                                                                                                • Figure 58: Paper goods/supplies products character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                              • Women more likely than men to purchase paper goods with characters
                                                                                                                                • Figure 59: Paper goods/supplies products character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                              • Toys and games
                                                                                                                                • Parents of younger children most likely to buy character soft toys
                                                                                                                                  • Figure 60: Toys/games character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                                • Personal care products
                                                                                                                                  • Personal care products most often purchased for young children
                                                                                                                                    • Figure 61: Personal care products character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                                    • Figure 62: Personal care products character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                                  • Household décor
                                                                                                                                    • Parents of younger children most likely to buy character-branded linens
                                                                                                                                      • Figure 63: Household décor products character merchandise purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                                  • Impact of Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • White respondents are least likely to purchase character merchandise
                                                                                                                                        • Figure 64: Character merchandise purchases compared to last year, by race/Hispanic origin, August 2011
                                                                                                                                      • Black respondents among most likely purchasers of most categories
                                                                                                                                        • Figure 65: Types of character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                      • Black respondents most likely to have purchased character merchandise for self
                                                                                                                                        • Figure 66: Types of character merchandise purchased for self in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                      • Blacks are the biggest purchasers of character food/snacks
                                                                                                                                        • Figure 67: Food/snack product character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                      • Blacks and Hispanics most likely to buy character clothing
                                                                                                                                        • Figure 68: Clothing character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                      • Whites more likely than blacks to purchase paper goods
                                                                                                                                        • Figure 69: Paper goods/supplies products character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                    • Appendix—Other Useful Consumer Tables

                                                                                                                                        • Influence of characters on purchase behavior
                                                                                                                                          • Figure 70: Character merchandise purchases compared to last year, by age, August 2011
                                                                                                                                          • Figure 71: Character merchandise purchases compared to last year, by household income, August 2011
                                                                                                                                          • Figure 72: Character merchandise purchases compared to last year, by parental status, August 2011
                                                                                                                                        • Purchases for children
                                                                                                                                          • Figure 73: Character merchandise purchases for children, by gender, August 2011
                                                                                                                                        • Perceptions of children’s attitudes toward character merchandising
                                                                                                                                          • Figure 74: Parents’ perception of their children’s attitudes toward character merchandise, by gender, August 2011
                                                                                                                                          • Figure 75: Parents’ perception of their children’s attitudes toward character merchandise, by Hispanic origin, August 2011
                                                                                                                                        • Attitudes toward character merchandising and children
                                                                                                                                          • Figure 76: Attitudes toward character merchandising and children, by gender, August 2011
                                                                                                                                          • Figure 77: Attitudes toward character merchandising and children, by household income, August 2011
                                                                                                                                          • Figure 78: Attitudes toward character merchandising and children, by marital status, August 2011
                                                                                                                                          • Figure 79: Attitudes toward character merchandising and children, by race/Hispanic origin, August 2011
                                                                                                                                        • Attitudes toward character merchandising
                                                                                                                                          • Figure 80: Attitudes toward character merchandising, by parental status and children’s ages, August 2011
                                                                                                                                          • Figure 81: Attitudes toward character merchandising, by marital status, August 2011
                                                                                                                                        • Character merchandise purchase categories, any purchase reason
                                                                                                                                          • Figure 82: Types of character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 83: Types of character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 84: Types of character merchandise purchased in the past 12 months, by marital status, August 2011
                                                                                                                                        • Character merchandise purchase categories, purchased for self
                                                                                                                                          • Figure 85: Types of character merchandise purchased for self in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 86: Types of character merchandise purchased for self in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 87: Types of character merchandise purchased for self in the past 12 months, by marital status, August 2011
                                                                                                                                        • Character merchandise purchase categories, purchased as a gift
                                                                                                                                          • Figure 88: Types of character merchandise purchased as a gift in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 89: Types of character merchandise purchased as a gift in the past 12 months, by marital status, August 2011
                                                                                                                                          • Figure 90: Types of character merchandise purchased as a gift in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                          • Figure 91: Types of character merchandise purchased as a gift in the past 12 months, by parental status, August 2011
                                                                                                                                          • Figure 92: Types of character merchandise purchased as a gift in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                                        • Character merchandise purchase categories, categories not purchased
                                                                                                                                          • Figure 93: Types of character merchandise not purchased in the past 12 months, by gender, August 2011
                                                                                                                                          • Figure 94: Types of character merchandise not purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 95: Types of character merchandise not purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 96: Types of character merchandise not purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                          • Figure 97: Types of character merchandise not purchased in the past 12 months, by marital status, August 2011
                                                                                                                                          • Figure 98: Types of character merchandise not purchased in the past 12 months, by parental status and children’s ages, August 2011
                                                                                                                                        • Character merchandise purchase specifics, food and snacks
                                                                                                                                          • Figure 99: Food/snack product character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 100: Food/snack product character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 101: Food/snack product character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                        • Character merchandise purchase specifics, clothing
                                                                                                                                          • Figure 102: Clothing character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 103: Clothing character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                                          • Figure 104: Clothing character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                        • Character merchandise purchase specifics, paper goods and supplies
                                                                                                                                          • Figure 106: Paper goods/supplies products character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 107: Paper goods/supplies products character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 108: Paper goods/supplies products character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                        • Character merchandise purchase specifics, toys and games
                                                                                                                                          • Figure 109: Toys/games character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 110: Toys/games character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                                          • Figure 111: Toys/games character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 112: Toys/games character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 113: Toys/games character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                        • Character merchandise purchase specifics, personal care products
                                                                                                                                          • Figure 114: Personal care products character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 115: Personal care products character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 116: Personal care products character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 117: Personal care products character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                        • Character merchandise purchase specifics, household décor
                                                                                                                                          • Figure 118: Household décor products character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 119: Household décor products character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                                          • Figure 120: Household décor products character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 121: Household décor products character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 122: Household décor products character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                        • Character merchandise purchase specifics, other items
                                                                                                                                          • Figure 123: Other character merchandise purchased in the past 12 months, August 2011
                                                                                                                                          • Figure 124: Other character merchandise purchased in the past 12 months, by gender, August 2011
                                                                                                                                          • Figure 125: Other character merchandise purchased in the past 12 months, by age, August 2011
                                                                                                                                          • Figure 126: Other character merchandise purchased in the past 12 months, by household income, August 2011
                                                                                                                                          • Figure 127: Other character merchandise purchased in the past 12 months, by race/Hispanic origin, August 2011
                                                                                                                                      • Appendix—Trade Associations

                                                                                                                                        Companies Covered

                                                                                                                                        • Aeropostale, Inc
                                                                                                                                        • Burger King Corporation
                                                                                                                                        • Centers for Disease Control and Prevention
                                                                                                                                        • Crispin Porter + Bogusky
                                                                                                                                        • Diageo North America
                                                                                                                                        • Discovery Communications, Inc.
                                                                                                                                        • Dunkin' Brands
                                                                                                                                        • Farmers Group, Inc.
                                                                                                                                        • Federal Communications Commission (FCC)
                                                                                                                                        • Federal Trade Commission
                                                                                                                                        • Food and Drug Administration
                                                                                                                                        • Frito-Lay, Inc
                                                                                                                                        • Hasbro Inc
                                                                                                                                        • Hershey Company, The
                                                                                                                                        • LEGO Company
                                                                                                                                        • Los Angeles Times
                                                                                                                                        • Marvel Entertainment
                                                                                                                                        • Mattel Inc.
                                                                                                                                        • McDonald's U.S.A.
                                                                                                                                        • Microsoft USA
                                                                                                                                        • Motion Picture Association of America
                                                                                                                                        • National Football League Inc.
                                                                                                                                        • Nickelodeon Networks
                                                                                                                                        • Nike
                                                                                                                                        • Nintendo of America Inc.
                                                                                                                                        • Pixar Animation Studios Inc
                                                                                                                                        • Pokémon USA Inc.
                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                        • R.J. Reynolds Tobacco Holdings, Inc.
                                                                                                                                        • Safeway Inc
                                                                                                                                        • Sephora
                                                                                                                                        • Six Flags, Inc.
                                                                                                                                        • Starbucks Corporation
                                                                                                                                        • Subway
                                                                                                                                        • The Cartoon Network
                                                                                                                                        • The New York Times Company
                                                                                                                                        • THQ Inc.
                                                                                                                                        • Time Warner Inc.
                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                        • Walt Disney Company, The
                                                                                                                                        • Warner Bros. Entertainment Inc.
                                                                                                                                        • Women's Wear Daily (WWD)
                                                                                                                                        • Yoplait USA

                                                                                                                                        Character Merchandising - US - December 2011

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