CARE BEARS CASE STUDY

"The Joester Loria Group developed a winning retail merchandising strategy that has succeeded in re-establishing Care Bears and building it into one of today's hottest children's brands."
– Mike Brown, Vice President, American Greetings

Licensing Goals & Objectives
Re-establish Care Bears as a top children's merchandise brand and pave the way to establishing Care Bears as an evergreen infant and toddler program for years to come.


The Results

Phase I: 2002
  • 2002 sales top $70 million with specialty retailers and national chains supporting new Care Bears merchandise.
  • Hot Topic established as lead Care Bears trend retailer; reports exceptional results, citing Care Bears products accounted for 5% of Dec. ‘02 gross sales.
  • Carlton Card Stores reports Care Bears is the top selling license of 2002.
  • Care Bears exit from hibernation at the successful Toys R Us Times Square Store toy launch.
  • Care Bears advertising and PR generates billions of impressions, creating awareness and consumer demand for merchandise.
  • Care Bears Receive Top Honors Holiday 2002.
    • USA Today selects Care Bears toys as “Top 10 Toy” for Holiday 2002.
    • Nominated for People‘s Choice Toy of the Year by Toy Industry Association.
    • Care Bears plush featured on Today Show/ MSNBC.com Dr. Herb Weissbaum‘s Best Preschool Toy List-KB Toys Features Care Bears on Annual Toy List.
    • LA Daily News selects Care Bears as year‘s hottest plush toy.
    • Care Bears Makes DSN Retailing‘s Elite Top 10 “Toy-Cast”.
    • Care Bears Top Ranked by Toy Book.


Phase II: 2003 and Beyond
  • Care Bears 2003 Sales to top $250 million.
  • Marketing Support Confirmed for 2003 .
    • U.S. TV support tops $5+ million.
    • Consumer print advertising in key parenting books in 4th quarter supports infant/toddler products.
    • Public Relations continues.
  • Care Bears Entertainment.
    • New full length Care Bears CGI movie - in stores October 2004.
  • THQ/Valusoft launching video game Holiday 2003.
  • Care Bear videos distributed by Play Along - over 3 million shipped in initial 8 months.
  • Newly released Classic Care Bear episodes distribution begins March 2003 (12 episodes in initial 4 months).
  • Enhanced Retail Support in Key Accounts.
    • Trend retailers continue to support product and promotions.
    • Circulars and in-store programs with all key retailers in 2003.
      • 8 - 12 Feet in toy departments including Toys R Us, Target, KB, K-Mart and Wal-Mart.
      • Musicland promotion back-to-school 2003.
      • Mervyns wing-wall promotion Holiday 2003.
  • Care Bears School Curriculum teaches "You're Never Too
    Young to Care".
    • Pre-school initiative designed to capture hearts and minds of pre-schoolers, parents, and teachers.
    • Developed by educators to promote the values of Care Bears.
    • 25,000 pre-schools, 8.25 million kids will receive the program.
    • Additional access through www.Care-Bears.com.
    • National Care Week, November 9-15, 2003 will include regional and national media coverage of the program's sharing and caring activities.
  • Care Bears are launched worldwide.
    • TV Supported toy program introduced in UK and Australia in 2003; top selling plush in both territories.
    • Television entertainment confirmed for Mexico and other Latin American markets.
    • Fast Food and other promotion confirmed for 2004 in
      Europe and Australia.
    • International Care Bears infant product in 2004
      and beyond.