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Character Merchandising - US - October 2015

"After some stagnant years, the character merchandising sector is coming back to life. That’s due in part to 2013’s Frozen heating up the sector. The LEGO Movie also helped spur results, causing LEGO’s sales to jump in the first half of 2014 and allowing it to overtake Mattel as the world’s largest toymaker. And even more growth is on the horizon, with Star Wars: The Force Awakens scheduled for this December."
- Ali Lipson, Category Manager - Retail & Apparel, Technology, Automotive

This report discusses the following key topics:

  • Robust growth seen as new characters drive interest
  • A fairly targeted audience

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Robust growth seen as new characters drive interest
            • Figure 1: Retail sales of licensed merchandise, by property type, 2013-14
          • A fairly targeted audience
            • Figure 2: Character merchandise purchases, by gender and age, August 2015
          • The opportunities
            • Broaden your base
              • Figure 3: Character merchandise purchases, by race/Hispanic origin, August 2015
            • Look to higher-end products
              • Figure 4: Character merchandise product category purchases, August 2015
            • What it means
            • The Market – What You Need to Know

              • Frozen helps heat up sales
                • Buyers choose mass and the web
                  • Appealing to multiracial, Hispanic children will be key
                    • Blockbuster film franchises will drive products
                    • Market Size

                      • Sales rise with the help of blockbuster franchises
                        • Figure 5: Retail sales and percent share of licensed entertainment/character-based merchandise, by product category, 2013-14
                    • Channel Overview

                      • Mass and the web dominate buying
                        • Figure 6: Share of retail sales of licensed entertainment/character-based merchandise, by distribution channel, 2014
                        • Figure 7: Retailers shopped for character merchandise, by select demographics, August 2015
                    • Market Factors

                      • Children’s demographics shift
                        • A growing gender gap
                          • Figure 8: Top toys planned for purchase for boys and girls, November 2014
                        • Mixed optimism could lead to continued sales growth
                          • Coming attractions
                          • Key Players – What You Need to Know

                            • Disney’s king of the castle
                              • Diversification is key
                                • What can women buy?
                                • What’s Working?

                                  • Create a diverse team of winners
                                    • Nurture your franchises
                                    • What’s Struggling?

                                      • Don’t put all your eggs in one basket
                                        • Keep up with the times
                                        • What’s Next?

                                          • Hasbro hits back
                                            • What’s in store for women?
                                            • The Consumer – What You Need to Know

                                              • Families, younger men core target
                                                • Toys are for kids
                                                  • Clear gender split seen in characters favored by adults
                                                    • Frozen prevails over Barbie
                                                      • Being a good role model valued for younger kids
                                                      • Character Merchandise – Who’s Buying

                                                        • Children drive the buy
                                                          • Figure 9: Character merchandise purchases, by presence of children by age in the home, August 2015
                                                          • Figure 10: Character merchandise purchases by gender and age, August 2015
                                                        • Hispanics favor character goods
                                                          • Figure 11: Character merchandise purchases, by race/Hispanic origin, August 2015
                                                      • Character Merchandise – What Are They Buying

                                                        • Clothes for adults, toys for kids
                                                          • Figure 12: Character merchandise product category purchases, August 2015
                                                          • Figure 13: Top character merchandise product categories purchased for self/other adult by men ages 18-34, August 2015
                                                        • Toys biggest draw for younger kids
                                                          • Figure 14: Top character merchandise product categories purchased for children by age of children in the home, August 2015
                                                      • Popular Characters for Adults

                                                        • Spiderman most popular adult character
                                                          • Figure 15: Popular characters for adults, by gender and age, August 2015
                                                      • Popular Characters for Children

                                                        • Frozen in the lead – but loses attraction as kids age
                                                          • Figure 16: Popular characters for children, by age of children in household, August 2015
                                                        • Barbie has better staying power
                                                          • Figure 17: Purchases of Frozen and Barbie merchandise for children, by select demographics, August 2015
                                                      • Attitudes toward Character Merchandise

                                                        • Movies, nostalgia drive interest for younger men
                                                          • Figure 18: Attitudes toward character merchandise, by men aged 18-34 - Agree August 2015
                                                        • Educational aspect most important for younger children
                                                          • Figure 19: Attitudes toward character merchandise, by age of children in the household, August 2015
                                                        • Hispanics want more characters like them
                                                          • Figure 20: Attitudes toward character merchandise, by race/Hispanic origin, August 2015
                                                      • Parents’ Attitudes toward Character Merchandise

                                                        • Young fathers are the easy touch
                                                          • Figure 21: Parents’ attitudes toward character merchandise, by gender and age, August 2015
                                                        • Younger children more influenced by characters
                                                          • Figure 22: Parents’ attitudes toward character merchandise, by age of children in household, August 2015
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                • Appendix – Market

                                                                    • Figure 23: Consumer Sentiment Index, January 2007-August 2015
                                                                    • Figure 24: Retail sales of licensed merchandise, by product category, 2013-14
                                                                    • Figure 25: Retail sales of licensed merchandise, by property type, 2013-14
                                                                    • Figure 26: Projected population of children ages 0-17, by race/ethnicity, 2015-20
                                                                • Appendix – CHAID Analysis

                                                                  • Methodology
                                                                    • Older millennials more likely to think character merchandise is for children
                                                                      • Figure 27: Attitudes toward character merchandise – CHAID – Tree output, August 2015
                                                                      • Figure 28: Attitudes toward character merchandise – CHAID – Table output, August 2015

                                                                  Companies Covered

                                                                  To learn more about the companies covered in this report please contact us.

                                                                  Character Merchandising - US - October 2015

                                                                  £3,199.84 (Excl.Tax)