>>Character-licensed products are a niche… Brands are better equipped to handle them…

home and leisure controller, Morrisons
Character-licensed products are a fashionable alternative to core ranges such as greeting cards and gifts. Aimed predominantly at a younger audience, these products occupy a niche in the market, raising the profile of the individual character and the range.
Last year saw the launch of the Winnie the Pooh brand within home and leisure at Morrisons. The brand has now been extended into babywear and has proved extremely popular in its first week.
Confectionery buying manager, Asda
Our approach to character licensing reflects customer views.
We always offer the latest trends and properties in key categories, such as dairy, confectionery and bakery.
However, we are mindful that brands are far better equipped to manage the quick turnaround of the hottest properties, such as film licences.
From an own label perspective, our customers are looking for value and range credibility first and foremost.
Martin Weeks
Mark spowart