Changing conditions in the licensing landscape are affecting the $10.6 billion preschool market arguably more than any other sector of licensing.
The Global Market For Preschool Licensed Properties, the research study from the editors of The Licensing Letter, details retail sales, licensing activity, media exposure, promotional activities, and more for 137 preschool properties doing business globally or in local markets around the world.
The report is divided into seven parts:
- Part I defines the preschool market and the sub-segments within it.
- Part II looks at media usage by preschoolers including mobile apps and how licensed properties are marketed, gain exposure, and translate to consumer products.
- Part III examines the global landscape, including the way preschool properties are defined and marketed around the world, as well as the increasingly global origin of preschool properties.
- Part IV outlines the landscape of preschool properties at retail including: the overstuffed pipeline of brick-and-mortar retail, the growth of online retail, how preschool properties are narrowing focus and limiting product categories to see success, the overall effect on sales, and how your preschool property can use this change to get ahead of your competition.
- Part V summarizes strategic considerations for your preschool property. You’ll see: the success some properties are seeing by changing launch strategies, the effects of digital media, the growth in experiential marketing and live events and, the success that retro properties are experiencing with re-launches and spin-offs.
- Part VI covers possible future hits in 2015. And covers valuing the preschool sector, including global retail sales by category. A breakdown of preschool properties with retail sales over $100 million, $50-$100 million, $20-$50 million, $10-$20 million, $5-$10 million, and under $5 million.
- Part VII provides short profiles of 30 properties with a variety of sizes and scope, geographic origins, ownership, and the strategies they use for success.
The Global Market For Licensed Preschool Properties reveals how certain new preschool properties are successfully launching across multiple platforms, using mobile apps and toy lines or launching first on Netflix and Hulu to generate interest and market share before going to traditional children’s TV. You’ll learn how they bypass the traditional gatekeepers to preschool property success and launch at a fraction of the cost.
Inside The Global Market For Preschool Licensed Properties you will get:
- Which 20 preschool properties had retail sales of licensed merchandise of $100 million or more each in 2014?
- What percent of preschool merchandise sold is toys, apparel, and other categories?
- The six properties licensing executives predict will be “hot” in 2015.
- How media consumption by preschoolers is changing dramatically.
- How to support the launch of your preschool property with apps and video-on-demand.
Introduction And Executive Summary
Part I: Defining The Preschool Market
- Exhibit 1: Youth Population By Age, Gender
- Exhibit 2: Youth Population By Age, 2015 To 2030
- Exhibit 3: Preschoolers In The Top 10 Licensing Markets
- Exhibit 4: Licensing Characteristics By Preschool Age Segment
- Gender Differences
- Exhibit 5: Cognitive/Behavioral Milestones
- Exhibit 6: Selected Preschool Properties With Sales Of $5 Million And Above, By Age Range
Part II: Preschoolers And The Media
- Changing Patterns Of Media Consumption
- Exhibit 7: Time Spent With Media In A Typical Day, By Age
- Exhibit 8: Mobile App Usage Among Those Under Eight
- Exhibit 9: Breakdown Of Which Screen Preschoolers Use During Their Daily Screen Time
- Exhibit 10: Preschooler Digital Behaviors
- Effect On Preschool Properties
- Exhibit 11: Select Global And Local Tv Channels And Programming Blocks For Preschoolers
- Apps: Merchandise Or Marketing?
- Impact Of Non-Preschool Properties
- Exhibit 12: Selected All-Ages And School-Age Properties With A Presence
- In The Preschool Aisle
- Exhibit 13: Selected Preschool-Targeted Sub-Brands Of Non-Preschool Franchises
Part III: Preschool Properties In Global Perspective
- Exhibit 14: Preschool Properties With Some Licensing Activity, By Geographic Origin
- Exhibit 15: Selected Preschool Properties By Territory Of Origin
- Exhibit 16: Selected Non-U.S. Preschool Properties that Compete Strongly in their Local Market, 2014
Part IV: Preschool Properties At Retail
- The Overstuffed Pipeline
- Growth Of Online Retail
- Changing Product Categories
- Effect On Sales
- Exhibit 17: Global Product Category Shares, Preschool Licensing Program, 2011-2013
- Long-Term Trends
- Tailoring To Fit
- Exhibit 18: Typical Product Categories For A Preschool Licensing Program
Part V: Strategic Considerations
- Changing Launch Stategies
- Tv Or Not Tv?
- The Effects Of Digital Media
- Experiential Marketing
- The Next Hit Could Come From Anywhere, But The Big Guys Still Have The Edge
- Exhibit 19: Global Preschool Properties With Some Licensing Activity, By Property Type
- Exhibit 20: Selected Multi-Property Licensors In The Preschool Market
- Retro Is New Again
- Intense Competition
Part VI: Valuing The Preschool Sector
- Exhibit 21: Global Retail Sales Of Licensed Preschool Properties, By Category, 2012-2013
- Exhibit 22: Estimated Global Retail Sales Of Preschool-Focused Properties,
- $100 Million And Over, 2013
- Market Concentration
- Exhibit 23: Estimated Global Retail Sales Levels Of Preschool Properties,
- Under $100 Million, 2013
- Future Hits?
- Exhibit 24: Actively Licensed Preschool Properties By Retail Sales Levels
- Exhibit 25: Projected Hot Preschool Properties For 2014-2015,
- According To Licensing Executives
Part VII: Selected Property Profiles
- 3Rd And Bird
- Bananas In Pyjamas
- Benjamin The Elephant
- Berenstain Bears
- City Of Friends
- Clifford The Big Red Dog
- Daniel Tiger’S Neighborhood
- Dinosaur Train
- Doc Mcstuffins
- Dora The Explorer
- Fancy Nancy
- Galinha Pintadinha
- The Hive
- Ladybug Girl
- Masha and the Bear
- Pete the Cat
- Peppa Pig
- Pleasant Goat and Big Big Wolf
- Postman Pat
- Sesame Street
- Strawberry Shortcake
- Thomas & Friends
- Timmy Time
- Toopy & Binoo
- Tree Fu Tom
- The Wiggles
- World of Eric Carle