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CARRICK JAMES MARKET RESEARCH
Specialists in child and youth research
PRESS RELEASE
June 2004
TWO
THIRDS OF BRITISH CHILDREN ACQUIRED LICENSED CHARACTER PRODUCTS IN
THE LAST 3 MONTHS!
The
latest Baby and Child Track surveys from Carrick James Market
Research indicates that two-thirds, i.e. 7.2 million children aged
0-14 bought or had bought for them at least 1 product with a
licensed character theme in the last 3 months or so. Over 80% of
children aged 6 and under acquired at least one licensed product,
with just over 52% acquiring some type of licensed clothing. The
percentages for older children were 53% and 23% respectively.
Licensed product penetration of other categories covered varies by
age as follows;
0-6’s
7-14’s
% %
ANY
82 53
Clothing
52 23
Household Products
35 16
Food
33 17
Toys
and Games 27
13
Books,
Stationery, Publishing 20 17
Toiletries and Cosmetics 9 6
Home
Entertainment
7 11
Accessories
2 2
The
survey was undertaken during March 2004 amongst 869 children aged
5-14
and 448 mothers of children aged 0-4 years, and includes over 80
different market categories and over 80 named characters, with each
analysed by age and gender.
”The
findings will be of interest to anyone interested in quantifying the
penetration and average purchases of licensed character products in
the various markets covered on a continuing basis,” says agency
chief, Carrick James. “The survey provides subscribers with licensed
character penetration of all the individual products and product
fields covered as well as licensed product penetration of children
of different ages and age within gender.”
The
licensed characters with the highest penetration amongst 0-6 year
olds are, Winnie the Pooh, Bob the Builder, Barbie and Tweenies; and
for 7-14 year olds, Harry Potter, Barbie, Simpsons and Winnie the
Pooh.
The
licensed character with the highest penetration in each age group is
as follows;
Total
2 years and under Winnie the Pooh
3-4 years Bob the Builder
5-8 years Barbie
9-12 years Harry Potter
13-14 years Simpsons
Boys
0-4 years Bob the Builder
5-8 years Scooby Doo
9-12 years Harry Potter
13-14 years Simpsons
Girls
0-4
years Winnie the Pooh
5-8 years Barbie
9-12 years Barbie
13-14 years Winnie the
Pooh
“We
have also recently completed a similar survey in five major
continental European countries amongst children aged 6-14 years.”
Comparative penetration levels by product category and the top
licensed character for the different countries are as follows;
France
Germany Italy Spain Poland
%
%
% %
%
Clothing
26 35 38 29
19
Accessories
2
3 11
9
4
Food
26 22 24 16
33
Household
Products
8 23 17
12 7
Toys
and
Games
18 12 17
9 5
Home
Entertainment 23
12 18 17 5
Books,
Stationery,
Publishing
33
39 49 22 27
Top
licensed character
Diddl
Diddl Barbie Simpsons Pokemon
Other topics covered in the various surveys include;
TV
viewing data, including favourite programmes
Favourite cartoon characters and personalities
Collectables
Favourite clothes shops,
Toys and Games, owned and favourites
Anyone interested in any of the surveys please contact Carrick James
or Zosia Skorupa
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