Yoplait Dairy Crest has gone down this route and launched a range of Andy Pandy fromage frais in September. Jennie Dettmer, group brand manager, says: "Our aim within children's licensing is to secure classics that hold longevity and broad appeal, which ultimately make investment sense for our retailer partners and us."
Hazlewood Cakes & Desserts is using Peter Rabbit on its celebration cakes to target christenings and parties for tots under the age of two.
Another old favourite that recently returned to our screens after a makeover is Bill and Ben the Flowerpot Men. Heinz snapped up the licence for its pasta shapes and includes six reverse-of-label activities for kids to collect.
But Andrew Levy, Lima md, warns that canned pasta and yogurts are becoming crowded with licences. He believes fresh produce would offer a good opportunity for licensing. "A couple of years ago Popeye spinach was sold in Safeway. It added value and margin to the produce, and encouraged more kids to eat fresh food."
Popular properties from the 1980s are also poised to return. The New York Licensing Show showcased Teenage Mutant Ninja Turtles and the Care Bears. Dave Lawrence, planning director at Logistix Kids, says: "Characters such as Andy Pandy have built-in parental endorsement, plus a fresh audience of kids."

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