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Market Trend: Licensed Kids' Personal Care Products Market

What’s more fun than brushing your teeth? Brushing your teeth with a Spiderman toothbrush, or maybe even a Care Bears toothbrush that sings “You Are My Sunshine” when it’s time to stop brushing. Welcome to the colorful, tuneful, often quirky and playfully hygienic world of licensed kids’ personal care products. With the nostalgia factor bringing back a number of classic characters, the influx of 21st century icons driving licensors and licensees to broaden and create new product lines and increased consumer awareness of environmental and health-related issues spurring innovation across the board, 2008 promises to offer tons of opportunities. However, will marketers take advantage of the untried and untested in a dismal economy? They may have to try something new to spur growth. In 2007, sales of licensed kids’ personal care products were down an estimated 39% from the 2006 level of $477 million.

This all new Packaged Facts report delves into the myriad aspects of the licensed kids personal care market, from oral care to hair care to customizable adhesive strips, and looks at the vast opportunities for licensors and licensees in this product arena where staying fresh should never get old.


  • Executive Summary
    • Market Scope
      • Report Methodology
    • Market Size and Growth
      • Licensing on the International Scene
      • Kids' Licensing Totals $293 Million
        • Table U.S. Licensed Kids' Personal Care Market and Percent of Total Kids' Personal Care Products Market 2003-2007 (in millions $)
        • Table Personal Care Products Market by Segment: Non-Kids', Kids' Licensed, and Kids' Non-Licensed, 2003-2007 (in millions $)
    • Market Forecast
      • Kids' Personal Care Product Licensing to Grow 4% Annually
      • Top Kids' Licensing Properties
        • Table Top 5 Licensing Properties for Kids Age 6-11: Gender Neutral, Boys and Girls, 2007
      • Slight Shifts in 2007 Holiday Season
        • Table Top Ten Coolest Brands by Gender, Ages 6 to 11 2007
      • Hot Preschooler Properties
    • Trends
      • Will Kids' Personal Care Finally Hit Its Stride?
      • Kids Population Age 3 to 11 to Grow
      • Realistic Spending Sets In
      • Lower Spending to Hit All Products
        • Table U.S. Adults Who Plan to Decrease Spending in: Selected Categories, April 2003-April 2008 (U.S. adults)
      • Learning from Licensed Kids' Food and Beverage
      • For Kids, Pseudo-Maturity is Part of Growing Up
      • Green/Natural/Organic Influence in the Kids' Personal Care Licensing Market
      • Chemical Threats a Growing Concern
      • Personalize Through Customization
      • Unique Retail Opportunities May be Muted by Economy
      • New Product Introductions
      • Novelty Sees Increase
      • Kids Go Upscale
      • Straddling Teens and Kids
      • Tags Surprisingly Absent
      • Flavors and Fragrances: Simple or Bland?
      • Branded Flavors
    • Kid Consumer Demographics
      • Kids' Population Totals 36.1 Million
      • Kids to Account for Smaller Portion of Population
      • Minority Kids Now 40% of Kids Population
    • Kids, Parents and Advertising
      • Kids Less Inclined to Ad Persuasion Overall
        • Table Attitudes Toward Advertising Among 6 to 11-year-olds by Gender and Age Group
      • More Affluent Kids Less Susceptible to Ads
      • Nickelodeon Programming Dominates Top Spots
        • Table Percentage of Kids Watching Top 15 TV Programs in the Past Week, 2006 vs. 2007
  • The Market
    • Market Scope
      • Report Methodology
      • A Licensing Primer
      • Who's Who
    • Market Size and Growth
      • Licensing on the International Scene
      • Kids' Licensing Totals $293 Million
        • Table U.S. Licensed Kids' Personal Care Market and Percent of Total Kids' Personal Care Products Market 2003-2007 (in millions $)
        • Table Personal Care Products Market by Segment: Non-Kids', Kids' Licensed, and Kids' Non-Licensed, 2003-2007 (in millions $)
        • Table U.S. Kids' Personal Care Products Market and Percent of Total Personal Care Products Market 2003-2007 (in millions $)
        • Table Total U.S. Personal Care Products Market and Personal Care Products Market (no kids), 2003- 2007 (in millions $)
        • Table Share of Personal Care Products Market by Kids' Licensed, Kids' Non-Licensed, and Non-Kids' Products, 2007 (percent)
        • Table IRI-Tracked Sales of Kids' Licensed Personal Care Products by Product, 2003-2007 (in millions $)
        • Table Share of Kids' Personal Care Licensed Products IRI-Tracked Sales by Category, 2007 (percent)
        • Table Share of Kids' Licensed Personal Care Products, IRI-Tracked Sales by Product, 2007 (percent)
        • Table Top 20 IRI-Tracked Sales of Kids' Licensed Personal Care Brands 2003-2007 (in millions $)
    • Market Forecast
      • Kids' Personal Care Product Licensing to Grow 4% Annually
        • Table U.S. Kids' Personal Care Licensing Market Forecast 2003-2007 (in millions $)
  • Top Kids' Licensing Properties
    • Boys into Fantasy; Girls into Reality
      • Table 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
      • Slight Shifts in 2007 Holiday Season
        • Table Share of Coolest Brands by Category, Boys and Girls Ages 6 to 11 2007 (percent)
        • Table Ranking of Coolest Brands by Gender, Ages 6 to 11 2007
        • Table Coolest Brands Kids are Buying, by Category and Gender
      • Hot Preschooler Properties
        • Table Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, Response To "What Character Is Your Child Just Starting To Get Really Interested In?" 2007 (percent)
        • Table Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, Response To "What Character Is Your Child Growing Tired Of?" 2007 (percent)
        • Table Top Three Characters Kids Are Just Starting to Get Interested In, by Age 2007
        • Table Share of Preschooler Interest According to Moms with Children Age Three to Five Years of Age, by Gender 2007 (percent)
    • Selected Licensed Kids' Personal Care Profiles
      • Licensing Keeps Products Fresh and Kids Engaged
      • Personal Care Licensing Examples
      • A Look at Nickelodeon
      • A Look at MGA Entertainment, Inc.
      • A Look at Disney Consumer Products
      • A Look at Warner Bros. Consumer Products
  • Trends
    • Kids Population Age 3 to 11 to Grow
      • Table Population Forecast of U.S. Kids Age 3-11 2008-2012 (in millions)
      • Table Spending Power Forecast of U.S. Kids Age 3-11 2008-2012 (in billions $)
      • Will Kids' Personal Care Finally Hit Its Stride?
      • Speaking of the Economy: Realistic Spending Sets In
        • Table Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month-Over-Month, October 2007-April 2008 (U.S. adults)
        • Table Percentage of Adults Who Are Planning to Decrease Spending, Month Over Month, October 2007-April 2008 (U.S. adults)
      • Lower Spending to Hit All Products
        • Table U.S. Adults Who Plan to Decrease Spending in: Selected Categories, April 2003-April 2008 (U.S. adults)
      • Learning from Licensed Kids' Food and Beverage
      • For Kids, Pseudo-Maturity is Part of Growing Up
      • For Kids' Personal Care Licensing, the Product Arena Widens
      • Permissiveness, Earlier Puberty Increases Personal Care Use
      • Green/Natural/Organic Influence in the Kids' Personal Care Licensing Market
      • Chemical Threats a Growing Concern
      • Customized Products to Fuel Kids' Individuality
      • Nanotechnology and Microencapsulation
      • Mom is All for Personal Hygiene
      • Everything Old Is New Again
      • Unique Retail Opportunities May be Muted by Economy
      • Packaging Plays a Critical Role in Kids' Products
  • New Product Introductions
    • Table Estimated Number of New Product Introductions by Category, 2003-2007*
    • Oral Care Hot Bed of Licensed Introductions
      • Table Estimated Number of New Product Introductions by Selected Segment, 2003-2007*
      • Co-branding and Double Trademark Typical In Licensed
      • Novelty Sees Increase
        • Table Selected Licensed Kids' Personal Care Product Trends by Number of New Product Introduction Package Tags, 2003-2007
      • Kids Go Upscale
      • Straddling Teens and Kids
      • Tags Surprisingly Absent
        • Table Selected Personal Care Product Benefit Tags Not Currently Represented in KPCL Product Introductions, 2007
      • Flavors and Fragrances: Simple or Bland?
        • Table Selected Kids' Licensed Personal Care Product Flavor & Fragrance Trends by Number of New Product Introduction Package Tags, 2003-2007
      • Branded Flavors: Lotta Luv Licenses Wrigley's
        • Table Selected Licensed Kids' Food & Beverage Product Introductions, 2007
  • Appendix

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