...Gilles Brougère Purpose – This paper was presented at the CTC conference of Milan 2012. It aims to analyse how licensing is used in the different ways of addressing items to children. This way of addressing the child can be called rhetoric in that it is a way of persuading, seducing, capturing...

...Jason Dawn Looks at the challenges involved in creating partnerships between food and licensed products; the McDonald’s Happy Meal revolutionised how brands appealed to children, and made licensing central to fast food marketing. Shows how broadcast advertising restrictions on unhealthy foods...

...Ben Parkhouse; Adam Beswick Looks at recent changes in licensing in the UK: these reflect awareness the increase in child obesity and changing consumer attitudes and lifestyles. Traces the rise in family licensing over the last five years, following “Toy Story” and other computer animated...

... contribute to their child’s longing for licensed toys. Concludes, however, that these candid responses express resentment at having to pay extra for merchandised products, while another adverse effect of licensed goods is the perceived brand dependency that many youngsters are developing; by being so...

...Ben Fillery Explains the four principles of successful licensing in a cluttered marketplace: winning attention from the target audience, bringing brands to life, delivering an idea that motivates the audience to act, and making the licence accountable to ensure it delivers against its business...

...Dawn Cordy Demonstrates the popularity of children’s magazines in the UK, and the power of licensed characters for children up to seven years old; magazines aid in children’s self‐development, they are an alternative to sweets and TV as a treat, they have a variety of content, and they give parents...

... they are important to children; fads force brands to react to them but can also damage them in the longer term, and brands must keep their identity. © MCB UP Limited 2002 Brand identity Fashion Children (age groups) Licensing Long term brand building I want the one with Harry Potter on it Axel...

...Rob Stevenson This paper looks at how over the past 14 years we have seen the licensing business grow from a small almost cottage industry into the multi million dollar marketing operation today. Licensed properties are now one of the tools which many FMCG brands and products use to create new...