Licensing and young children

By Andrea Geeson | Public Relations Executive, Vox Pops International

This article is dedicated to licensing and toys so we wanted to talk to children themselves and find out what they think about the merchandised toys and clothes they have. By speaking to mothers, fathers and interviewing ten children of different ages on the high street we found out that a child’s relationship with licensed goods is often more complex than simply desiring something they have seen on the television. Our research explores the effects of parental preferences, peer pressure, and mass media messages. We also investigated the correlation between age and the desire for merchandised or branded goods, focusing particularly on when this shift occurs.

(Vox Pops International obtained parental permission for the interviews conducted and all name have been changed to protect identity. Vox Pops International operates within the MRS guidelines on market research.)

Maria, 30, IT Consultant – child 6 months old.
I like Winnie the Pooh. One of the latest acquisitions was a height chart with the Disney characters on the back, I like everything to match. To be honest I think it is more me really, I am a match freak. I am influenced by visual availability and the fact that Winnie the Pooh seems to be the character at the moment. I decorated his room before he was born. When we were choosing the design for his room Winnie the Pooh really stuck out, to be honest I haven’t even read the story, but everything I get at the moment is Winnie the Pooh based. It really is the case that I like to coordinate my stuff, for my son; gosh I must remember that, for my son.

I imagine at four or five, not that we would want to stop buying products with characters but that he would have more of a sense of what he wants. At the moment I am dictating what he wants, I’m sure when he is old enough to talk that will change.

I think it’s a mixture of peer pressure and what is going on in the local sub culture at the time. He already has a pair of Nikes! I would say from having observed my friends kids, that the switch from wanting merchandised goods to wanting brands happens at about five or six. Once they know that there is a brand called la its all over. It becomes a competition. So I would say that key ages would be between five and twelve and then they start becoming their own people.

Lara, 36 – children are 3 and 18 months.
I have brought Thomas the Tank Engine spaghetti for my son and we have a couple of Barbie clothes because, well actually in spite of the Barbie label.

Everything is branded with characters from the poorest quality yogurts. I have had to buy Thomas the tank engine yogurts because she has wanted them whereas I know that there are other yogurts that I would rather she had eaten. But I have taken the yogurt pot and put bio yogurt into it because I wanted them to eat bio yogurt. So I showed them the Thomas pot but actually it had bio yogurt in.

I enjoy that they like characters and I have no problem with them watching TV but I don’t like buying inferior quality products with brands on so I avoid that. I choose everything for them. She has chosen, knickers with characters on, so we have my little pony knickers. Having said that they do influence me to certain extent, they’ve got a big power and quite a loud voice.

I resent paying more and I’d rather buy things that aren’t branded because I don’t want to have Disney children. I want them to be aware of the quality and value of the products, whatever they are. I don’t want them to be cold in winter because their coat has got Donald the Duck on. Also I think that some of the brands for little girls are too grown up. There is a Pegasus doll out at the moment and the doll has hair straightners and the doll looks more like a model than a woman. She sees the adverts for it and she wants it, and she is only three. I’m appalled by that. I don’t want her to be interested in things like that.

I don’t think that there is an age when they stop wanting character goods. There are still adults that do it. Its safe, people want to look the same.

However I think that they switch to brands at secondary school. Within the first year they have changed and they develop a different attitude. In terms of brands there is definitely an age strata and I’m keeping her young as I can. She does teddy bears and she doesn’t do Barbie.

Anne, 53, Administrator.
They were interested in designer clothes quite early, at about fourteen. I did encourage them to buy good quality clothing and they still buy the good quality brand clothes now. I think children want to buy brand names if their parents associate with the brand names, for instance if they buy products in the supermarket according to the brand then maybe the children associate with that. So maybe it’s if parents buy things because of a brand or if the children watch a lot of television.

Susan, 38, mother to Rose two, and Richard, 8 months
One place Tom does know is McDonalds, we don’t even frequent there that often, it’s just the sign. But then I do get conned into it as well. I buy cups, plates, and spoons with Thomas the Tank Tweenies, Balamory and all the cBeebies characters on.

I buy more things with characters on than without, but some of the products have helped with things like potty training. I don’t think its just pressure from them. I think I get a bit drawn into it because I know that they like it so you like to buy them those things. Rather than buying them a plain mug you like to buy them one with a character on because you know they will like it.

At 8 or 9 they stop wanting toys or products with characters on, they have grown out of it.

Maria, 34, child two in November.
We’ve got Thomas the Tank Engine jumpers, trainers, pyjamas, duvet sets, t-shirts, socks, drinking cups, jackets, the lot! He is influenced by his cousins, who range from three to ten. So mostly it’s because of the three of them. He sees it so he has to have it.

Adverts, he knows them all! The Disney ads he recognises. I don’t like the price premium attached to merchandised goods. It’s too expensive. They are just ripping us off and they don’t give a rat about us. They really don’t care, as long as their pockets are lined they really don’t care. And those of us who are struggling to bring them up the proper way, we are the ones who suffer the most. When you are on the basic minimum or, like my partner when money fluctuates it’s hard. At the end of the day if you don’t have the money then you can’t get it. You either save every penny that you have to get it or you have words every time in your ears: oh mum they have so and so, they have so and so. It’s impossible at times.

I don’t think that there is an age when they stop wanting merchandised products. Have you ever heard of the Simpsons? Grown men are buying merchandised goods!

Kids start wanting brands at seven to ten years. At school, with more mates around them they see so and so coming with this or that brand trainers so I think that they pick it up from there.

If the children are brought up with simple good home values then brands won’t make them feel any better but if everything at home is rickety and shaky then just buying a brand name would make them feel ok. But we do not want to give our children that kind of dependence on a brand name to make them feel good. But no one knows when they get into secondary school what will happen. Either they will be bullied into it or they won’t. I hope brand names don’t mean so much. Peer pressure is such a big thing and especially bullying more than anything else.

Sophie, 10.
Amy: I have Peter Rabbit stuff like a birthday cake. I’ve got a Barbie duvet cover, pyjamas and Barbie cups. And I have Bratz and a Betty Boo handbag, pencils, tops and a statue. I like Betty boo because I got a handbag of her for my birthday and because she is pretty. The handbag was from my friend and when we were in New Look on Sunday my mum brought me the slippers then and I saw a top and my mum said I could have it. If you buy something that is really really expensive with a character on then I think that that is kinda of a waste of money but my stuff with Betty Boo on is reasonably priced. Some people wear Nike and stuff but I don’t really care what I wear as long as it doesn’t look to bad. I don’t wear designer stuff. I had Ben Sherman trainers but they grew out of me!

Eleanor, Marketing Manager for a record company and Catherine, 11.
Eleanor: We have Barbie, Bratz, Winnie the Pooh. Disney duvets, pillow cases, shoes, t-shirts, you name it. I brought them probably because she saw them advertised on television and liked them, its brand recognisition and all her friends are into Barbie.

I’m quite sceptical about price premiums. I think that there are mark ups that don’t really need to be there. It’s a shame because it perhaps put them out of the market for a lot of children that might like to have them. They make the rules and there is not a lot we can do about it. We can do things to change it by not buying them but it is difficult when a child is really into something and you know that they like it.

Catherine: Brands or characters? I prefer brands like Adidas and Nike. I like them because most of my friends have them. I still like character clothes. I have Bratz lip gloss, Atomic Kitten lip gloss, a notice board and towels. But I stopped wanting merchandised stuff about two years ago I think, when I started secondary school.

Brands that are cool at school are Adidas because it looks nice and it’s quite trendy.

Gemma: I like Angelina Ballerina, she has a nice dress. I’ve got a Cinderella ball gown and Mini mouse pyjamas. I like the characters because they are pretty. I want a Sleeping Beauty dress for Christmas because I like it. And I want a Cinderella castle

Tracey: I buy her dressing up clothes and magazines. Influences are what she sees on television! I try to get round the extra cost of merchandised goods by buying them in a cheapy shop like George or Woolworths, if I can. I do resent the high price because I have to tell her sometimes that she can’t have it.

I think they become aware of brands at 7 or 8 and they switch from characters to brands at about ten, ten onwards.

Nina 7, Nabresh 6,
Our favourite film characters are Shrek and Buzz Lightyear. We have masks and toys, and DVDs. We like Shrek cos he is funny and Buzz Lightyear flies and he presses a button and his head goes down! We saved our pocket money and we brought all our costumes. I press all the buttons (when I wear the costume) and I can fly good!

It’s better to have things with characters cos it can scare people and make them laugh and you help people when you are Buzz Lightyear! I want the Buzz Lightyear game! And the Star Wars game. You can use a light saber. That’s on Playstation, Gameboy and Nintendo DS. I want a Nintendo DS for Christmas (boy). I want Bratz dolls and the car (girl).

Tania, 26, works for Silverlink. Her children 7 and 4.
They want products with characters like toys, games and the outfit. It changes every couple of weeks. They like Simpsons and Barbie crisps, sweets, knickers, socks, hair clips and hair bands. I buy it if it seems worth it and if they really really want them but it does depend on quality. When things are expensive I think they should be more affordable, especially when there are other things that you really do need.

Eleven is the age when they change. They love brands already. When we buy trainers has to be Nike and Adidas. I think it is how you bring them up in the first place. It’s my fault, its what you make them use to. When I bring them something else (non branded) they screw up their face!

With brands its TV adverts and what their friends have. But I think it can lead to crime, when people start wanting things that they can’t afford.

Carrie, 8
I’ve got a Sleeping Beauty nightdress, DVDs and advent calendar. I like the way she dresses and her hair. I like the fairytale of her and the picture of her. I have Snow White, a doll of her and I like the Seven Dwarves. I like sleepy. I like it better than plain stuff because of the pictures and the way they are made. But sometimes it (the drawings) don’t match the characters. I like the colours. I want a duvet and pillowcase and a plate and a cup. For Christmas I want a new bike and a new tiara and dressing up clothes.

Lorraine, 39.
We have lots of Disney products, bed wear mainly. We have more products with characters on than not. The children see them on TV and want them.

They are influenced by their friends and what they see in the shops. They are more expensive than regular clothes and I think they are taking advantage of the children in a way. Normally it’s about double the price if its got a character on. I do resent it being more expensive, but not enough not to buy it! I think at the age now, 9, they stop wanting merchandised goods because cartoons appeal to a younger age.
She is aware of brands but she doesn’t pressurise me yet. The switch to brands is at about ten, possibly because they are changing schools. Because they are mixing with a larger group of people and they are starting to go shopping they want different things. Peer pressure is the main reason.

Conclusion
Interestingly our research shows many parents admitted that it was their own inclination for merchandised goods that was contributing to their children’s desires for licensed toys. Many parents confessed to choosing characterised goods before babies are born and others admitted to being taken in by and even propagating a child’s relationship to merchandised or branded goods.

Feelings of guilt or the need to make a child happy meant that many parents would make sacrifices in order to keep up with the latest trends. But considerable resentment was felt at having to extra for merchandised products. Many expressed anger towards manufacturers and felt that children and parents were taken advantage of for often inferior or poor quality goods. Others adverse effects of licensed goods were the perceived ‘brand dependency’ that many youngsters are developing. One respondent talked about the dichotomy between stable family life and the need to covet branded apparel.

More serious consequences of the rise in branded or merchandised goods that are significantly more expensive than normal products are that it can lead to disappointment, bullying and even crime. One respondent said that branded goods, by being so desirable, contribute to crime because people want things that they cannot afford and turn to illegal means to obtain them.

When we asked parents at what age they believed that children stopped wanting merchandised goods the answers varied as parents cited individual experiences. Some believed it was as young as four or five but the upper age mentioned was nine years old. The majority of the poll believed that the switch to desiring branded rather than licensed goods happened when children reached secondary school age, with the most popular age being ten years old. Reasons for this included peer pressure, more exposure to branded goods as children gain increasing freedom to shop on their own and the need to fit in at school.

Our research showed that children are becoming increasingly informed consumers in terms of value and quality. The children talked about merchandised goods being too expensive and poor imitations. However, perhaps the most telling quotes came from mother who confessed to siphoning a non-merchandised yoghurt into a Thomas the Tank Engine pot in order to get her daughter to eat it.

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