Market Trend: Licensed Kids' Personal Care Products Market

Aug 1, 2008
114 Pages - Pub ID: LA1812797
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What’s more fun than brushing your teeth? Brushing your teeth with a Spiderman toothbrush, or maybe even a Care Bears toothbrush that sings “You Are My Sunshine” when it’s time to stop brushing. Welcome to the colorful, tuneful, often quirky and playfully hygienic world of licensed kids’ personal care products. With the nostalgia factor bringing back a number of classic characters, the influx of 21st century icons driving licensors and licensees to broaden and create new product lines and increased consumer awareness of environmental and health-related issues spurring innovation across the board, 2008 promises to offer tons of opportunities. However, will marketers take advantage of the untried and untested in a dismal economy? They may have to try something new to spur growth. In 2007, sales of licensed kids’ personal care products were down an estimated 39% from the 2006 level of $477 million.

This all new Packaged Facts report delves into the myriad aspects of the licensed kids personal care market, from oral care to hair care to customizable adhesive strips, and looks at the vast opportunities for licensors and licensees in this product arena where staying fresh should never get old.

Chapter 1 Executive Summary
  • Market Scope
  • Report Methodology
  • Market Size and Growth
    • Licensing on the International Scene
    • Kids’ Licensing Totals $293 Million
    • Figure 1-1 U.S. Licensed Kids’ Personal Care Market and Percent of Total Kids’ Personal Care Products Market 2003-2007 (in millions $)
    • Kids’ Personal Care Market Showed Slower Growth than Overall Market
    • Table 1-1 Personal Care Products Market by Segment: Non-Kids’, Kids’ Licensed, and Kids’ Non-Licensed, 2003-2007 (in millions $)

  • Market Forecast
    • Kids’ Personal Care Product Licensing to Grow 4% Annually
    • Top Kids’ Licensing Properties
    • Table 1-2 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
    • Slight Shifts in 2007 Holiday Season
    • Table 1-3 Top Ten Coolest Brands by Gender, Ages 6 to 11 2007
    • Hot Preschooler Properties

  • Trends
    • Will Kids’ Personal Care Finally Hit Its Stride?
    • Kids Population Age 3 to 11 to Grow
    • An Influential Force with Buying Power
    • Realistic Spending Sets In
    • Lower Spending to Hit All Products
    • Table 1-4 U.S. Adults Who Plan to Decrease Spending in: Selected Categories, April 2003-April 2008 (U.S. adults)
    • Learning from Licensed Kids’ Food and Beverage
    • For Kids, Pseudo-Maturity is Part of Growing Up
    • Green/Natural/Organic Influence in the Kids’ Personal Care Licensing Market
    • Chemical Threats a Growing Concern
    • Personalize Through Customization
    • Unique Retail Opportunities May be Muted by Economy
    • New Product Introductions
    • Lull May Continue
    • Potential Factors for New Product Growth
    • Novelty Sees Increase
    • Kids Go Upscale
    • Straddling Teens and Kids
    • Tags Surprisingly Absent
    • Flavors and Fragrances: Simple or Bland?
    • Branded Flavors

  • Kid Consumer Demographics
    • Kids’ Population Totals 36.1 Million
    • Kids to Account for Smaller Portion of Population
    • Minority Kids Now 40% of Kids Population
    • Personal Care Product Consumer Expenditures
    • Kids, Parents and Advertising

    • Kids Less Inclined to Ad Persuasion Overall
    • Girls Less Susceptible
    • Table 1-5 Attitudes Toward Advertising Among 6 to 11-year-olds by Gender and Age Group
    • More Affluent Kids Less Susceptible to Ads
    • Nickelodeon Programming Dominates Top Spots
    • Animation Losing Popularity?
    • Table 1-6 Percentage of Kids Watching Top 15 TV Programs in the Past Week, 2006 vs. 2007

Chapter 2 The Market

  • Market Scope
  • Report Methodology
  • A Licensing Primer
  • Who’s Who
  • When Does Licensing Make Sense?
  • Market Size and Growth
    • Licensing on the International Scene
    • Kids’ Licensing Totals $293 Million
    • Figure 2-1 U.S. Licensed Kids’ Personal Care Market and Percent of Total Kids’ Personal Care Products Market 2003-2007 (in millions $)
    • Kids’ Personal Care Market Showed Slower Growth Than Overall Market
    • Table 2-1 Personal Care Products Market by Segment: Non-Kids’, Kids’ Licensed, and Kids’ Non-Licensed, 2003-2007 (in millions $)
    • Kids’ Personal Care Products Market Accounted for 2% of Total Personal Care Market
    • Figure 2-2 U.S. Kids’ Personal Care Products Market and Percent of Total Personal Care Products Market 2003-2007 (in millions $)
    • Personal Care Products Market Reaches $41 Billion
    • Figure 2-3 Total U.S. Personal Care Products Market and Personal Care Products Market (no kids), 2003-2007 (in millions $)
    • Figure 2-4 Share of Personal Care Products Market by Kids’ Licensed, Kids’ Non-Licensed, and Non-Kids’ Products, 2007 (percent)
    • Oral Care Cleans Up in Kids’ Personal Care Products Market
    • Table 2-2 IRI-Tracked Sales of Kids’ Licensed Personal Care Products by Product, 2003-2007 (in millions $)
    • Figure 2-5 Share of Kids’ Personal Care Licensed Products IRI-Tracked Sales by Category, 2007 (percent)
    • Figure 2-6 Share of Kids’ Licensed Personal Care Products, IRI-Tracked Sales by Product, 2007 (percent)
    • Top Branded Products
    • Table 2-3 Top 20 IRI-Tracked Sales of Kids’ Licensed Personal Care Brands 2003-2007 (in millions $)

  • Market Forecast
    • Kids’ Personal Care Product Licensing to Grow 4% Annually
    • Wanted: More Kid-Friendly Blockbuster Films
    • Economy to Keep Sales Low
    • Kids’ Population Growth Steady; Economic Rebound to Return
    • Figure 2-7 U.S. Kids’ Personal Care Licensing Market Forecast 2003-2007 (in millions $)

Chapter 3 Top Kids’ Licensing Properties

  • Boys into Fantasy; Girls into Reality
  • Table 3-1 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
  • It’s a SpongeBob World
  • TV Channels Over Web-based Properties
  • Entertainment Trumping Toys
  • Slight Shifts in 2007 Holiday Season
  • Top Brands by Category
  • Figure 3-1 Share of Coolest Brands by Category, Boys and Girls Ages 6 to 11 2007 (percent)
  • Top 10 Kids’ Brands by Gender
  • Table 3-2 Ranking of Coolest Brands by Gender, Ages 6 to 11 2007
  • Table 3-3 Coolest Brands Kids are Buying, by Category and Gender
  • Hot Preschooler Properties
  • Figure 3-2 Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, Response To “What Character Is Your Child Just Starting To Get Really Interested In?” 2007 (percent)
  • Figure 3-3 Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, Response To “What Character Is Your Child Growing Tired Of?” 2007 (percent)
  • Table 3-4 Top Three Characters Kids Are Just Starting to Get Interested In, by Age 2007
  • Table 3-5 Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, by Gender 2007 (percent)
  • Selected Licensed Kids’ Personal Care Profiles
    • Licensing Keeps Products Fresh and Kids Engaged
    • Fresh Ideas, Fresh Mouth
    • Refresh Constantly with New Products
    • Make Personal Care Entertaining
    • Personal Care Licensing Examples
    • A Look at Nickelodeon
    • SpongeBob SquarePants and Dora the Explorer
    • A Look at MGA Entertainment, Inc.
    • Bratz
    • A Look at Disney Consumer Products
    • Disney Princess
    • High School Musical
    • Cars

  • A Look at Warner Bros. Consumer Products
  • DC Comics
  • Classic Characters

Chapter 4 Trends

  • Kids Population Age 3 to 11 to Grow
  • Figure 4-1 Population Forecast of U.S. Kids Age 3-11 2008-2012 (in millions)
  • An Influential Force with Buying Power
  • Figure 4-2 Spending Power Forecast of U.S. Kids Age 3-11 2008-2012 (in billions $)
  • Will Kids’ Personal Care Finally Hit Its Stride?
  • Speaking of the Economy: Realistic Spending Sets In
  • Consumers Becoming More Practical
  • Table 4-1 Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month-Over-Month, October 2007-April 2008 (U.S. adults)
  • More Consumers to Decrease Spending
  • Table 4-2 Percentage of Adults Who Are Planning to Decrease Spending, Month Over Month, October 2007-April 2008 (U.S. adults)
  • Gas Prices a Major Factor
  • Lower Spending to Hit All Products
  • Personal Care Spend (Relatively) Spared
  • Lower Spending on Other Kids’ Segments Too
  • Table 4-3 U.S. Adults Who Plan to Decrease Spending in: Selected Categories, April 2003-April 2008 (U.S. adults)
  • Learning from Licensed Kids’ Food and Beverage
  • Food and Beverage Marketers Curb Advertising to Kids
  • Food and Beverage Marketers Still under Scrutiny
  • Opportunity for Personal Care Product Marketers
  • For Kids, Pseudo-Maturity is Part of Growing Up
  • Aspirational Inspiration
  • Salons and Boutiques All the Rage
  • For Kids’ Personal Care Licensing, the Product Arena Widens
  • Girls Are Divas in the Making
  • New Product Possibilities for Individuality
  • Permissiveness, Earlier Puberty Increases Personal Care Use
  • Young Girls Embracing Cosmetics More than Ever
  • Green/Natural/Organic Influence in the Kids’ Personal Care Licensing Market
  • Kids Learn the Primary Color Is Green
  • Labeling to Get More Specific
  • Indoctrination Starts Young with Baby Natural/Organic Products
  • Eco-Positioned and Licensed? Will It Work?
  • Chemical Threats a Growing Concern
  • Chemical in Bathing Products May Cause Cancer
  • Phthalates Continues to Concern Consumers
  • Marketers Respond by Adding Green Elements
  • Customized Products to Fuel Kids’ Individuality
  • Nanotechnology and Microencapsulation
  • Nano In Question
  • Mom is All for Personal Hygiene
  • Moms’ Favorite Characters Help with Child Raising
  • Everything Old Is New Again
  • Unique Retail Opportunities May be Muted by Economy
  • Packaging Plays a Critical Role in Kids’ Products

Chapter 5 New Product Introductions

  • New Product Introductions
  • Lull May Continue
  • Potential Factors for New Product Growth
  • Table 5-1 Estimated Number of New Product Introductions by Category, 2003-2007*
  • Oral Care Hot Bed of Licensed Introductions
  • Fun Oral Care Is Better Oral Care
  • Singing Toothbrushes Make It Easy
  • P&G Offers Variety
  • Dr. Fresh Freshens with Classic Characters
  • Oral Care Make Room for Lip Care, Fragrances and Bath
  • Table 5-2 Estimated Number of New Product Introductions by Selected Segment, 2003-2007*
  • Co-branding and Double Trademark Typical In Licensed
  • Novelty Sees Increase
  • Table 5-3 Selected Licensed Kids’ Personal Care Product Trends by Number of New Product Introduction Package Tags, 2003-2007
  • Kids Go Upscale
  • Straddling Teens and Kids
  • Tags Surprisingly Absent
  • Table 5-4 Selected Personal Care Product Benefit Tags Not Currently Represented in KPCL Product Introductions, 2007
  • Flavors and Fragrances: Simple or Bland?
  • Table 5-5 Selected Kids’ Licensed Personal Care Product Flavor & Fragrance Trends by Number of New Product Introduction Package Tags, 2003-2007
  • Branded Flavors: Lotta Luv Licenses Wrigley’s
  • The Case for Food and Beverage Branded Properties in Personal Care
  • Selected New Product Introductions
  • Table 5-6 Selected Licensed Kids’ Food & Beverage Product Introductions, 2007

Appendix

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