Why Do Some  Movie and TV Toys Hit
While Others Miss?


The Formula
      In Fiji kids learn to throw with coconuts. In America kids learn to throw with fabric footballs endorsed by Mickey Mouse. Both groups enjoy the same play pattern developing hand eye co-ordination and gross motor stimulation through a fascination with things that move. The difference derives from resources, environment and lifestyle.
      Mickey Mouse is a license. Why can it sell footballs? The product is a staple and a part of childhood whether licensed or not, but the character sells the product over the competition and implants a link to that player in the child's memory which encourages future desire for similarly licensed products.
      So what is the key to forming this valuable link? Is hype alone enough? Or is there a deeper more subtle connection that has to be made to a child's intelligence and learning patterns? And what about the parents who buy the toys? How much influence do they have on the success or otherwise of licensed products?
      The Teletubbies phenomenon on both sides of the Atlantic was no accident. The program makers spent of several years researching the behavior and interests of pre-toddlers paying close attention to color, attention spans, repetition and spin off products before launching the program and related merchandise. The hype and exposure on launch, as well as the enthusiasm of the target audience had the serendipitous effect of attracting older children who were not at all the target audience but who collected the merchandise with some enthusiasm.
      A lot of the reasons licensed characters work is because of basic human psychology. The key to a licensing partnership is to study human development and focus directly on what makes a child respond. Do not allow hype or opinions to cost you dollars.
      If licensing a toy — make sure the age and gender are easily identified with the item. Some licenses are skewed toward both boys and girls but some definitely are not. Toy Tips research show kids spend less than 15% of their time playing with toys, yet the number of licensed toys available through promotions and restaurants continues to grow exponentially. Competition for the attention span of children increases daily so focussing on your customer is crucial.
Creating the link
      All little kids love a stuffed toy. But it is human nature to name things rather than use a generic term. So children name their toys. So how much more memorable if the toy has already been named? In our research, we find children as young as age one will turn to a recognizable character compared to an unknown. The only exception is if the child has a favorite toy they know quite well. Repeat exposure to the character through television, clothing and toys encourages/ensures a child will ask for "Winnie the Pooh" rather than a teddy bear.

Can licensed toys hold interest longer?
      The Toy Research Institute held focus groups with children to study the differences in play with licensed characters against non-licensed toys in order to find out the degree of play value of toys they recognize versus toys they donât. We held this study with Flintstones action figures. The children who had never heard of the Flintstones played "Rock People." They made up names and role played. The children who had seen the Flintstones movie played with the action figures by acting out scenes they remembered from the movie, making the toy more personalized to them. However, once the hype of the movie wore down, the Flintstones characters were quickly supplanted by newer toys.

How to Keep a Property Hot

Refresh
      Winnie the Pooh is over 100 years old and still strong because the classic story along with the toys, videos and pajamas make it a must-have part of a child's life. Parents enjoy giving to their children what they enjoyed in their own childhood. If a licensed character can be successful in more than one generation, it has a very good chance of continuing.

Collectibles
      Most people like to collect something. This can be a considerable boon in marketing toys to children as well as being an important part of a childâs development.

What are the benefits of collecting?
      Collecting can build cognitive skills such as pattern sequencing and visual discrimination and promote repeat activity. The enjoyment of collecting is a 4 step process:

1. To acquire — there is an entertainment factor and exploration principle of looking and finding.
2. To save — in hopes one day the collection is sold as an investment or handed down to a loved one.
3. To display — window boxes, shelves and decoration around the home or office
4. To trade and sell — to make money on your collection investment. (Unfortunately, Beanie Babies are allowing children to learn how to do this at a much younger age than anticipated, however, it has really created a market for collectors.)

How do trends for a collection start?
      Getting children to collect something in particular is easily done through word-of-mouth hype. Starting a trend, promoting a gimmick along with marketing and promotions create the hype. This hype turns into a must-have that becomes a fad. Kids want what other kids have and many times, parents want to be sure their kids do have what those other kids have. This is when consumer-buying behavior begins and the trend turns into sales and profit.
      Do not ignore parents and other buyers of toys when planning a toy license. Remember Tickle Me Elmo in 1997 — just the hottest selling toy that hit the black market for over $300 each? Moms were buying this toy for themselves. Why? The gimmick of the vibrating tickle. Women thought this was cute and because they liked it, their child should too. This toy was harmless and actually enhances sensory development.
      Be aware some collections may affect a childâs character development. Promoting a collection of licensed merchandise from an adult-focused television show or cartoon is not always in the best interests of a child.

Overexposure
      Creating hype and having a license in too may places creates expectations. This can backfire and leave a potential customer frustrated. Similar to hearing the same song on the radio too many times, the customer becomes bored. Never create too much mass appeal that your customer can get bored with.