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CASE STUDY
Objectives:
- Re-establish Care Bears as a leading children’s brand in key product categories, leveraging the property’s evergreen appeal and emotional connection with a new generation of children and the parents that grew up with Care Bears.
Results:
- Care Bears successful re-launch resulted in over $3 billion in retail sales of licensed product
- Three distinct initiatives targeted to teens, infants, and children ages 3 to 7, each with differentiated graphics, product and marketing support, established Care Bears as a top performing property across all channels of retail distribution
- JLG marketing initiatives, funded by key licensees, delivered over $25 million in TV advertising, 1 billion PR impressions, in-school programs reaching over 50 million parents and children, and retail promotions touching over 250 million consumers
- Care Bears dominated the best seller lists in key categories including toys, social expressions, children’s books, apparel and room décor for 5 years
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