Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Character Merchandising - US - December 2013

“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.”

– Ika Erwina, Retail and Technology Analyst

This report looks at the following areas:

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

Character-based merchandise is a sub-set of the larger licensed merchandise market, and while the overall market has been treading water, sales of character-based goods fell almost 4% over the period. Toys and games dominate the character-based merchandise market, accounting for just under a third of all sales, with no other sector generating more than 10%. Despite what would appear to be a dynamic market, sales of video games/software fell significantly over the same period, however this is likely impacted by consumer waiting on the launch of new consoles in 2013/14.

The dominance of mass merchandisers in this market is likely a contributing fact to lower sales value growth as price has become a major consumer focus even in this post-recession environment.

For the purpose of this report, character merchandising is defined as the use of popular (typically fictional) characters from the world of entertainment to promote the sale of consumer goods, including those lines of merchandise that have been especially created to bear the name and image of the character. Characters typically derive from a number of different media, the most popular being the following:

  • television series
  • film cartoons
  • cartoon feature films
  • live action feature films
  • toy creations
  • comic books
  • fiction books
  • newspaper strip cartoons
  • computer games

It should be noted that, given the well-established spin-off trend, characters overlap these media due to the importance of cross-media activity (eg, Harry Potter in books, live-action films, PlayStation 2 computer games, and theme-park manifestations).Character merchandising is part of a broader industry that seeks to promote the sale of consumer goods via the licensing of copyrighted intellectual properties and other means such as product brands (eg, Cosmopolitan bed linen and lingerie), sports organizations (eg, Chicago Bulls basketball or the National Football League), and adult characters (eg, the Playboy Bunny).

In a rapidly evolving marketplace, character merchandising takes on a number of different formats. For the purposes of this report, they have been segmented as follows:

  • License merchandising: Confers the right to reproduce a character (eg, a popular cartoon figure), a vignette or logo on specific manufactured goods. Examples include a jigsaw puzzle featuring a cartoon character or pajamas featuring a character, such as Winnie the Pooh.

License merchandising generally adds value in that the character enhances the product in such a manner as to make it the overriding reason for the consumer to purchase the product.

  • Promotional merchandising: When a character is linked to a product for a specific period of time in order to boost sales or help establish a new product. The product remains the same but is accorded additional attention value by including a depiction of a character on or in the packaging, such as a free sticker or model inside the pack.

Character merchandising is not exclusively aimed at children, and while children are generally the key target audience, adults tend to be the principal purchasers. Children are key consumers of character-led products, especially the under-10s, since older children tend to eschew such gimmicks as they aspire to become young adults.

Examples of merchandised goods embracing media-led items include but are not limited to:

  • media-led merchandise of any kind such as books, book sets, magazines, films, videos, DVDs, computer games
  • greetings cards and other stationery
  • furniture
  • character-led toys and board and other games including soft toys and action figures or dolls
  • character-led bicycles, scooters, tricycles such as the Barbie 12” girls’ cycle, skateboards, switchboards (scooter-cum-skateboard), cycle helmets, and accessories
  • character timepieces, including both alarm and “talking” clocks and watches such as a Harry Potter watch, adult collectibles such as figurines and limited-edition pieces
  • oral hygiene items: toothbrushes and toothpaste
  • adult and children’s/infants’ clothing and accessories including novelty socks, ties, boxer shorts
  • bags, pencil cases, and sporting goods
  • home furnishings and housewares including inflatable chairs, themed tableware, cutlery, and giftware, bed linens and other textiles such as nursery linens, lampshades, wallpaper, and wallpaper borders
  • mobile phone accessories such as covers
  • food and drink character items of any kind such as fast food, cake mixes, cakes, cookies, yogurts, and soft drinks

Specifically excluded from the definition is expenditure on entrance fees for visitor attractions such as the Wizarding World of Harry Potter at Universal Orlando, Florida, and Disney World. Also specifically excluded from the definition is the practice of celebrities who allow their names to be associated with specific products – for example, Michael Jordan and Nike – as this is defined as celebrity endorsement.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. 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

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • Automotive Wire (Business Wire)
                                                                                                                                                                    • Federal Communications Commission (FCC)
                                                                                                                                                                    • Federal Trade Commission
                                                                                                                                                                    • Hallmark
                                                                                                                                                                    • HarperCollins Publishers Inc.
                                                                                                                                                                    • Hasbro Inc
                                                                                                                                                                    • Marvel Entertainment
                                                                                                                                                                    • MSN (USA)
                                                                                                                                                                    • Netflix, Inc.
                                                                                                                                                                    • Nickelodeon Networks
                                                                                                                                                                    • Nike
                                                                                                                                                                    • Pixar Animation Studios Inc
                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                    • Warner Bros. Entertainment Inc.

                                                                                                                                                                    Character Merchandising - US - December 2013

                                                                                                                                                                    £3,174.67 (Excl.Tax)