To Infinity and Beyond: Character Merchandising and Children's Toys
International Journal of Advertising and Marketing to Children
ISSN: 1464-6676
Article publication date: 1 March 1999
Abstract
Character merchandising is often seen as a way to woo unsuspecting young consumers but what do children make of all this? This paper reports a small qualitative study looking at the response of children, aged six to eight, to character toys. The preliminary findings show that while children have very clear ideas about what characters they like, this is mediated by social as well as marketing influences and any loyalty may be short lived under peer pressure.
Keywords
Citation
Marshall, D. and Flelan, S. (1999), "To Infinity and Beyond: Character Merchandising and Children's Toys", International Journal of Advertising and Marketing to Children, Vol. 1 No. 3, pp. 249-254. https://doi.org/10.1108/eb027617
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited