pre-schoollicensing
Properties and pre-schoolers
Toy World editor Tom Roberts investigates the symbiotic relationship between pre-school toys and character licensing.
T
he Pre-school super category is one that features a lot of successful character-licensed products, ranging from evergreens such as Thomas and Friends and Peppa Pig to successful new arrivals like Doc
McStuffins. And every year there are so many new properties launching that for retailers it can be slightly daunting when considering which ones to go for. “It can’t be easy for pre-school toy buyers with so much choice on the market, and the knowledge that backing a new property is still considered a high-risk option,” said Graham Saltmarsh of Turner Broadcasting. “A licensed toy line that encourages interaction or learning is a real plus, but it’s important to remember that a retailer who backs a new property will always get far more support from the licensors. Obviously, a good TV slot for a show with regular prime time broadcasts will also help drive success for any property at retail. For example, Fireman Sam is a constant success story for us and we are on the verge of launching the ninth season on Cartoonito, so it continues to hold a place in the hearts of pre- schoolers.” Meanwhile, Marianne James of Nickelodeon advised that “buyers should be aware of the potential longevity of the property and how it is supported across media such as television, films or books. They should also be familiar with the core themes of the property and seek out those that have the most fundamental concepts, such as role play, as their core because it is these properties that tend to be the most successful. Right now, if I looked at predicting the big properties of 2014 I’d tip Doc McStuffins, Sofia the First and, of course, Paw Patrol.”
Looking at the year ahead, Ideas at Work’s
Henry Becket suggested that there seems to be a developing trend for the revival of classic characters which will be interesting to watch. “I understand that even The Clangers are on their way back,” he said. “But most of all, retailers should look at establishing whether the property’s products have strong marketing plans in place and that the range is of a high quality. Nowadays it’s also worth taking notice of what the word is online. This has become more important in this sector as parents have a lot more say about what is bought for their child. Peer-to-peer recommendation has gained significant currency.” Graham Saltmarsh agreed with Henry’s view, and added: “Parental endorsement is absolutely essential. Parents buy into brands that they know
64 Toyworld Paw Patrol, Nickelodeon
and trust; brands that are both entertaining and educational in a fun and engaging way. Pre-school properties that have games or apps that encourage soft learning and other areas of interaction through song or print and colour sheets are proving particularly popular with mums and kids at the moment, and these activities really help to create a bond between the property and its audience.”
Doing it for the kids But what about the pre-schoolers themselves, surely their engagement is just as important and provides the initial demand that gets licensed ranges selling? Marianne James commented that engaging with the children is vital and “just like in successful older-skew properties, strong characters and storytelling are integral to the longevity and popularity of a pre-school property. Also important is that the property is fun and enjoyable for pre-schoolers whilst complementing the developmental stages of their growth.” Henry Becket concurred and added that “with the most successful licences, children are able to identify with the characters, humanising them even if they are machines or make-believe. Each personality could be a best friend, the naughty boy next door or an everyday hero. But they have to be believable. With Olly and the Little White Van, each vehicle character has its own quirky qualities from his or her accent, down to the things they get up to. Olly as the lead character is also just the sort of personality most kids would like to be. Helpful, fun and liked by everyone.”
After the property has gained popularity a
toy line is sure to follow, but how does it make that breakthrough, and what points must be considered when developing and launching it? Graham Saltmarsh said: “Audience response is absolutely crucial for us. We always conduct research and character testing before starting work on a show. With this in mind, by the time we engage a master toy partner, we are already clued up as to who the favourite characters are and how best to progress the overall toy line for the initial launch phase and beyond.” According to Marianne James of Nickelodeon
UK: “A strong 360-degree approach to launch is key, using online, in-store, print, social media and traditional media to build awareness. The licensor and toy partner should work with retail partners to create differentiated retailer plans and look to build anticipation amongst trade partners and consumers with strategic media reveals and a countdown to launch.” Finally, Henry Becket told me that in his opinion “it is often the case that children first become captivated by a licence through its TV show. This is where characters are brought to life no matter what they might be. For success the licensor must provide strong TV scheduling for the series to create the fans in the first place and further support the launch of a product line with brand marketing. The licensee must ensure the product development draws out the property’s key features in the toys they create and support any launch with further marketing. The relationship therefore must be truly symbiotic.”
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