Ni Aug09 PG20-21.PASSED:NOV_08_p.6-13_News_legal.qxd 23/07/2009 09:46 Page 20
Ni Branded &
Licensed Goods
Keeping up with the times Disney Magic from Hauck
Hauck Fun For Kids have the perfect summer accessory. The Disney Baby 3D
We probably all had a favourite cartoon character as a child and
Parasol.
envied those lucky enough to have rooms filled with the toys, clothes, These vibrant, fun loving parasols will bring a smile to any child. They are a
curtains and duvet sets to match. Little did we know what a hugely universal fit so will fit any buggy or stroller, giving shade and protection from
lucrative market it was, until of course, we grew up and became part
all the elements.
of it ourselves.
They are perfect for days out and make a great little parasol for a young
Branded and licensed ranges are particularly popular with consumers
toddler.
in our marketplace - Teletubbies, Charlie and Lola, Thomas, Disney,
Winnie the Pooh - favourites old and new from the world of TV and
Available in Pooh Yellow, Tigger, Piglet and Mickey and Minnie.
books, or dreamt up by manufacturers keen to create themed ranges
for retail reflect a continuing trend in favour of these types of products.
To find out more:
Nowadays its often the parents who sow the seeds of brand loyalty -
a73
Tel: 01978 664362
a73
www.hauckuk.com
bringing baby home to a nursery decorated with mum's favourite book
or cartoon character and filled with matching products; picture frames,
soft toys, bins, bibs, bottles and dummies. From here on in, parents,
relatives and friends will want to keep adding to the range, which could
mean months and years of custom for good retailers like you. After all,
it’s all about creating an ideal, a fairytale environment in which baby will
feel happy and content.
At just six months old, when children begin to imitate simple sounds
such as "ma-ma", babies are already forming mental images of
corporate logos. According to studies, a child's awareness of brands -
and a loyalty to them - may begin as early as two. In an article entitled
‘She knows what she wants’, Liz Hollis reveals that 31% of three-year-
olds remember having seen the Coca Cola logo, 69% McDonald's and
66% Kinder, noting that a brand often becomes a generic term for a
whole product category. Clearly then, its not just the parents that will
have a good idea of what products they want when they visit your
shop, the chances are their children will have already contributed
toward the final purchase decision.
An excerpt from Naomi Klein's No Logo, published in The Guardian
in 2000, explains the power of branding: "The astronomical growth in
the wealth and cultural influence of multi-national corporations over
Venture Into “In the Night
the last fifteen years can arguably be traced back to a single, seemingly
innocuous idea developed by management theorists in the mid 1980s:
that successful corporations must primarily produce brands, as opposed
Garden” with Golden Bear
to products." Using the likes of Nike, Tommy Hilfiger, Microsoft and
Golden Bear are delighted to
Intel, she highlighted a move by many of the best known
introduce their brand new In the Night
manufacturers to buy products and "brand" them with extensive
Garden Nursery range for 2009. Based
advertising and marketing campaigns. Although a harsh critic in the on the popular animated pre-school
world of advertising and marketing, she was correct in the observation BBC series, the range will target
that by linking up with cultural phenomenons and creating an image of
children from 6 months to 18 months,
the perfect lifestyle, manufacturers and retailers could indeed make a
focusing on entertaining and
lot of money.
developing babies’ basic skills.
In April last year, BBC Worldwide confirmed that In the Night Garden,
Upsy Daisy and Iggle Piggle Tinkle
produced by Ragdoll, was the biggest licence in the Total Licensed Toy
Chimes are made from soft and
and Game market. The latest NPD data also revealed that master toy
cuddly fabrics, each character tinkles
licensee Hasbro's In the Night Garden products dominated the Top 20
gently when you shake them.
The Upsy Daisy Rattle and Teether
Best Seller list with four products including the 12" talking plush and
features 4 different textured teethers.
mini plush assortment.
The multiple fabrics and crinkle sounds
On the appointment of a number of new licensees including Golden
present babies with an array of
Bear, a spokesperson commented: "The deal with Golden Bear, our different touch sensations, while the
tremendously successful licensee on Charlie and Lola, is further vivid colours are visually stimulating to the eye.
testament to the pedigree of licensees we attract with this property and The Peekaboo Reversible Toy features the two key characters in one product
we hope that with them and with Crayola, DanJam and other new and
- Flip Upsy Daisy over to find her friend, Igglepiggle underneath.
existing licensee partners we will continue to achieve this success with
With soft fabrics and plastic teethers, this exciting toy also features textures
In the Night Garden."
and sound for encouraging sensory development.
This is a fine example of the way in which a brand has linked up with
Ideal for entertaining babies whilst in the car, the Travel Mobile has
a range of product manufacturers to ensure a presence in every
everything a baby needs to create an engaging play environment. Featuring
category of the pre-school market. Savvy retailers realise that the
Igglepiggle and Upsy Daisy, the suction pad makes it easy to attach to any
shiny surface.
demand for branded and licensed products is there from the moment
Also in the range are Pinky Ponk high chair toy, Play Mirrors, Skittles, Fun
of birth, growing steadily thereafter as attachments are made to brands
Sounds Makka Pakka, Stroller and Jitter Toys.
and characters at different stages of a child’s development.
a73
Tel: 01952 671338
a73
Email: h.penfield@goldenbeartoys.co.uk
20
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NURSERY INDUSTRY
•
AUGUST 2009 www.nursery-industry.co.uk
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