Having the right license is very important. For new-born babies, Peter Rabbit and other Beatrix Potter animals have always been popular especially since the recent release of the film. Look out for soft toys such as those from Rainbow Designs. Winnie the Pooh and other Disney characters are found on a number of items such as highchairs, feeding equipment and strollers. The Säva feeding range from the First Years has Disney licenses including old favourites such as Winnie the Pooh and Disney Princess. This year they are introducing Disney Pixar Cars on their semi-disposable cups, plates and toddler cutlery. Once the child is old enough to watch television, then other characters become selling points. Pre-school toys are full of various licenses from Teletubbies to Thomas to the latest film or the newest children’s program.

If you are thinking that a licence on your product would help then it’s essential to visit the Brand Licensing Show and look at the wide choice available. Some you will know since they have been around for years, while others will be new, tied to a new film or program release.

Having the right to put a certain image on a product costs money and a licence can add between 10 and 15 percent to the cost price. This in turn will increase the retail price which can be anything up to 20 percent more. However, many consumers think that the increased price is worth it and this is reflected in higher sales and more profit for the retailer.

According to Katherine Middleton of East Coast Nursery Products, it is mainly younger parents who choose the licensed characters. "They want to buy a complete range with the one character. However, older parents buy into a colour scheme. For example, the East Coast Highchair with Egbert & Clover – which is our own design – outsells anything else. We believe it is because it is designed around the colour cream which is very fashionable and popular."

Printer friendly version

Email this article to a friend

Bookmark this

---