Kids TV brands need to go global to compete

October 2004
Brand Strategy;Oct2004, Issue 186, p12
Trade Publication
This article presents an analysis on kids television brands. being put out to work. Chorion, the company which owns the Noddy brand, signed a deal last month to take an updated version of the toy character to American TV screens. The new CGI-animated Noddy brand has already scooped 20million pounds in merchandising alone in the UK and will reach 20 million households in the U.S. Kids brands must now build identities that can stretch across the global market rather than appealing in any one particular territory. Its simply no longer economically viable to create and develop for a singular insular market and not to plan for multi platform secondary revenue streams.


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