Kids’ Licensed Foods & Beverages in the U.S.

Kids’ Licensed Foods & Beverages in the U.S.

Since the licensed appearance of Mickey Mouse on a Post Toasties cereal box in 1925, the marketing of kids’ foods has never been quite the same. This is another pivotal time for kids’ food and beverage licensing as marketing to kids is under heavy fire from parents, consumer groups and the government, spurred by concerns of rampant childhood obesity. However, controversy will not stop the $746 million licensed kids’ food and beverage market from growing. In fact, this all-new Packaged Facts report looks at the tremendous opportunities for licensees and licensors in the development of entirely new food and beverage arenas, especially in healthy foods and drinks, such as packaged fruits and vegetables or bottled water.

Kids’ Licensed Foods & Beverages in the U.S. contains data on the U.S. market for licensed food & beverage products targeted at kids age 3 to 11, including historical (2002-2006) and forecast (2007-2011) retail sales data. The report discusses key trends affecting the marketplace, trends driving growth and consumer demographics. In addition, the report profiles top kids’ licensing properties.

What You’ll Get in This Report

Kids’ Licensed Foods & Beverages in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Kids’ Licensed Foods & Beverages in the U.S. offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You’ll Benefit from This Report

If your company is already doing business in the kids’ licensed food and beverage market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for kids’ licensed foods and beverages, as well as projected markets and trends through 2011.

This report will help:

• Marketing managers identify market opportunities and develop targeted promotion plans for kids’ licensed foods and beverages.


• Research and development professionals stay on top of competitor initiatives and explore demand for kids’ licensed foods and beverages.


• Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to buy kids’ licensed foods and beverages.


• Business development executives understand the dynamics of the market and identify possible partnerships.


• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1 Executive Summary
* Market Scope
* Report Methodology
* Market Size and Growth
o Retail Sales Reach $746 Million
o Figure 1-1 U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2002-2006 (in million $)
o Licensed Products at 5% of Total Kids’ Food & Beverage
o Figure 1-2 U.S. Retail Sales for All Kids’ Food & Beverage Products (in billion $) and Licensed Products as a Percentage of Total, 2002-2006
o Market to Reach $1 Billion by 2011
o Figure 1-3 Forecasted U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2006-2011 (in million $)
* Top Kids’ Licensing Properties
o Table 1-1 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
* Trends and Opportunities
o Licensing Keeps Food Fresh and Kids Engaged
o Kids Show Us the Money
o The Regulatory Smack Down Update
o Opportunities in Licensing Healthier Snacks
o Getting Kids’ Attention
o Portability and Portion Control
o Explore New Worlds Beyond TV and Film
o Pass on Mass
o I Am Mom, The Gatekeeper
* Marketing Dynamics
o New Product Introductions
o Table 1-2 New Product Introductions by Category, 2002-2006
o Single-Serve and Organic Top the List
o Table 1-3 Selected Kids’ Licensed Food & Beverage Product Trends by Number of New Product Introduction Package Tags, 2006
o They’re Sweet Now, But Just Wait…
o Table 1-4 Selected Kids’ Licensed Food & Beverage Flavor Trends by Number of New Product Introduction Package Tags, 2006
* Marketing and Promotion
o Opportunities in Kids’ Private Label Licensing
o Packaging Plays a Critical Role in Kids’ Products
o The Licensed Water Rollout Keeps It Fresh
o Challenging Kids to Eat Fruits & Veggies
o A Change for the Better
o Responsible Product Marketing to Kids
* Kid Consumer Demographics
o Kids’ Population Totals 36 Million
o Kids’ Population Growth to Accelerate
o Multicultural Kids Now More than 40% of Kids’ Population
o Kids, Parents and Media
+ Girls and Boys Differ
+ More Affluent Kids Less Susceptible to Ads
+ Parental Attitudes Vary by Racial Lines
+ No Surprise: Nickelodeon and Disney Shows Predominate
+ Table 1-5 Percentage of Kids Watching TV Programs in the
+ Past Week, 2006

Chapter 2 Kids’ Licensed Food & Beverage Market
* Market Scope
* Report Methodology
* A Licensing Primer
* Who’s Who
* When Does Licensing Make Sense?
* An Introduction to Kids’ Licensed Foods and Beverages
* Shift in Kids’ Food
* Regulatory Overview
* Labeling Overview
* A Variety of Possible Claims
* Health Claims that Meet Significant Scientific Agreement
* Qualified Health Claims
* Nutrient Content Claims
* Structure/Function Claims
* Allergen Issues
* Are You Prepared for a Product Recall?
* Market Size and Growth
o Retail Sales Reach $746 Million
o Figure 2-1 U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2002-2006 (in million $)
o Table 2-1 U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2002-2006 (in million $)
o Licensed Products at 5% of Total Kids’ Food & Beverage
o Figure 2-1 U.S. Retail Sales for All Kids’ Food & Beverage Products (in billion $) and Licensed Products as a Percentage of Total, 2002-2006
o Table 2-1 U.S. Retail Sales for All Kids’ Food & Beverage Products, 2002-2006 (in billion $)
o A Look at Selected IRI-tracked Licensed Products
o Table 2-1 Top 10 IRI-tracked Kids’ Licensed Food & Beverage Products, 2002-2006 (in million $)
* Market Forecast
* Market to Reach $1 Billion by 2011
* Figure 2-1 Forecasted U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2006-2011 (in million $)
* Table 2-1 Forecasted U.S. Retail Sales for Kids’ Licensed Food & Beverage Products, 2006-2011 (in million $)

Chapter 3 Top Kids’ Licensing Properties BR>
* Boys into Fantasy; Girls into Reality
* Table 3-1 Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
* It’s a SpongeBob World
* TV Channels Over Web-based Properties
* Entertainment Trumping Toys
* Up Next?
* Table 3-2 Properties Tested for KidzEyes/Funosophy Fall 2007 License Tracker Survey
* Selected Kids’ Food & Beverage License Profiles
o Overview
o Shreck vs. Jurassic Park and Pirates of the Caribbean
o The Simpsons
o The Wiggles
o American Idol
o About FremantleMedia Licensing Worldwide, Americas
o About 19 Entertainment
o SpongeBob SquarePants and Dora the Explorer
o About Nickelodeon
o Nickelodeon’s Let’s Just Play Go Healthy Challenge
o Bratz
o About MGA Entertainment, Inc.
o Disney Princess
o About Disney Consumer Products
o Scooby-Doo
o About Warner Bros. Consumer Products
o Batman

Chapter 4 Trends and Opportunities
* Licensing Keeps Food Fresh and Kids Engaged
* Kids by the Numbers
* The Regulatory Health Smack Down
* Opportunities in Licensing Healthier Snacks
* Licensing Fits with Shifting Marketing Approaches
* Kids Respond to Branded Foods
* Portability and Portion Control
* Explore New Worlds Beyond TV and Film
* Hello Kitty
* The Nostalgia Factor
* Halo3 Does the Dew
* Harry Potter vs. Lite Novels
* Pass on Mass
* I Am Mom, The Gatekeeper

Chapter 5 Marketing Dynamics
* New Product Introductions
* Table 5-1 New Product Introductions by Category, 2002-2006
* Product for One, Please
* Table 5-2 Selected Kids’ Licensed Food & Beverage Product Trends by Number of New Product Introduction Package Tags, 2006
* Natural & Organic Important to Parents
* Peter Rabbit and Sesame Street
* High Vitamins
* Novelty at Play
* They’re Sweet Now, But Just Wait…
* Extreme is the Name of the Game
* Table 5-3 Selected Kids’ Licensed Food & Beverage Flavor Trends by Number of New Product Introduction Package Tags, 2006
* Selected New Product Introductions
* Table 5-4 Selected Kids’ Licensed Food & Beverage Product Introductions, 2007
* Marketing and Promotion
o Opportunities in Kids’ Private Label Licensing
o Disney-Kroger Partnership
o Packaging Plays a Critical Role in Kids’ Products
o Brand Viewpoint Process
o The Licensed Water Rollout Keeps It Fresh
o Table 5-5 Percentage of 6 to 11-year-olds Who Purchased Bottled Water from School Vending Machines, 2004 vs. 2006
o Challenging Kids to Eat Fruits & Veggies
o Nickelodeon/Viacom Extends Partnership with General Mills
o Sesame Workshop and Del Monte Foods
o A Change for the Better
o Going Beyond Television
o Kids Like Some Advertiser Widgets
o Table 5-6 U.S. Advertising Spending on Social Networking Websites, 2007
o Responsible Product Marketing to Kids
o Beverages
o Foods
o Table 5-7 Criteria for Foods Marketed to Kids
o Portion Size Limits
o Marketing Techniques
o Additional Guidance for Schools
o Additional Guidance for Retail Stores

Chapter 6 Kid Consumer Demographics
* Kids’ Population Totals 36 Million
* Table 6-1 Size of U.S. Kids’ Population by Single Year of Age, July 2007 (in thousands)
* Table 6-2 U.S. Kids’ Population as a Percentage of Total U.S. Population, July 2007 (in thousands)
* Boys a Larger Percentage of Kids’ Population
* Table 6-3 Percentage of Males and Females by Selected Age Groups, July 2007
* Kids’ Population Growth to Accelerate
* Table 6-4 Selected Age Groups as a Percentage of the Total U.S. Population, 2005 vs. 2010
* Multicultural Kids Now More than 40% of Kids’ Population
* The Classroom Melting Pot
* Table 6-5 Population of 3 to 11-year-olds by Race and Hispanic Origin, 2005 (in thousands)
* Table 6-6 Non-Hispanic White vs. Multicultural as a Percentage of the U.S. Population by Age Group, 2004
* Table 6-7 Race and Hispanic Origin of 3 to 11-year-olds by Age Group, 2004 (in thousands)
* Population of Multicultural Kids Will Grow in Importance
* Table 6-8 Population Growth of Kids Under Age 14: Hispanics vs. Other Population Groups, 2005 vs. 2010 (in thousands)
* Kids, Parents and Advertising
o The Simmons Survey System
o Simmons’ Data on Advertising Attitudes
o Table 6-9 Attitudes Toward Advertising Among 6 to 11-year-olds by Gender and Age Group
o More Affluent Kids Less Susceptible to Ads
o Table 6-10 Percentage of 6 to 11-year-olds with Select Ad Receptivity by Demographic Characteristic
o Parental Attitudes Toward Kids’ Advertising Vary Widely
o Table 6-11 Attitudes of Parents Toward Advertising to Children, by Demographic Characteristic
o No Surprise: Nickelodeon and Disney Shows Predominate
o Table 6-12 Percentage of Kids Watching TV Programs in the Past Week, 2006