Branded Cartoon Characters on Childrens Products?

[Brandorama]

Hi Everyone,

Just at work and thought I would start a discussion. What do you think of products targeted towards children being endorsed by cartoon characters? Should it be allowed?

Cartoon characters such as Coco Pops Monkey or the Frosties Lion are part of the Kellogg's brand. If they were removed the brand would become monotonous and undifferentiated. Then again it has been said that cartoon characters can presell products if endorsed by a popular and current character. So where do you draw the line?

Could the Cockerill on the Corn Flakes be considered a cartoon character? Could the Walker's potato skin man be considered a cue to attract children or just part of the overall brand.

I could talk about this subject all day - but I have to get back to work before I am given my marching orders.

Chris

[eequals]

Character merchandise only works if you have got the right characters in the first place. The problem is though that if Harry Potter is the hot item at the moment then you can forget it: The deals between the agents holding the licence rights and the producers of the merchandise that appears in store as the movie opens were done months, if not a year ago or more.

Also, given that the licence holders rely absolutely on the success of the merchandisers to generate their revenues, big is beautiful. Therefore if you are a wannabee without top flight distribution, you are unlikely to get a sympathetic hearing.

Cash up front is also a feature where the most successful characters are concerned - lots of it.

The success of even the most popular characters is fleeting though. This business is worse than the fashion industry. You can be soaring on Monday and plummeting on Tuesday.

Unless you're in it, don't do it!

Joe