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Playground: Kid’s Licensing & Merchandising – How to build a successful brand

Maximising a brand’s potential in the children’s market is increasingly difficult and licensing products now provides a key opportunity to extending its success.

There are however an increasing number of barriers which influence and determine a brand’s success in the children’s’ market. In addition to mums acting as gatekeepers, children are becoming sophisticated consumers from a younger age. There is also mounting competition in an already crowded market place, dominated by a few lead licenses.

At Playground we’ve been working alongside children’s brands for many years, helping to develop and grow children’s licensing opportunities. We believe there are a number of critical considerations that impact on the potential and on-going success of these brands.

Download our free white paper which details:

  • The role of mums:the first point of contactPlayground Research - Getting your business closer to kids' thinking
  • The power of TV: content is king
  • Product appeal and expectations: Children’s purchasing desires
  • Multiplatform channels: Increasing number of digital channels
  • Kids as the information source: What and who are their influences
  • Perceived social responsibility: Learning by example
  • Achieving buy in: Generating broad appeal
  • Market context: Understanding how kids engage

To find out more about understanding licensing and merchandising, or how Playground can help you understand the kids and family market, please contact us at Playground on +44 (0) 20 7843 9777

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