Mass leading the way in kids’ kicks

When it comes to heroes for preschoolers, Dora the Explorer is at the very top of the list. In addition to a DVD empire, the Nick Jr. character is dominating the licensed apparel market. Target alone offers more that 100 different apparel and shoe variations. Kohl’s supplies Dora fans with swimsuits and Wal-Mart dishes out a selection of sandals and pajamas.

“Licensing works very successfully when the character is right, the timing is right and the price is right,” said Marshal Cohen, chief retail analyst for The NPD Group.

Price is the key element when it comes to Dora products for the toddler market. NPD data shows that parents spend almost a quarter of purchases for their kids on apparel (see Trend Tracker, below). With a licensed character, kids’ desire for the apparel grows, because it is no longer a pajama set, it’s a variation of a toy, so to speak.

The popularity of Nickelodeon characters expands beyond Dora and beyond mass merchants. Payless ShoeSource recently announced a new line of Blue’s Clues footwear for a November launch and Stride Rite is gearing up to add some slime to children’s footwear with boys’ and girls’ sneakers that contain neon green goop. The shoes retail between $50 and $52 and will debut around the 2008 back-to-school season.

Additionally, New Balance teamed up with Sesame Street for the release of children’s shoes this July. The kids may be excited, but the parents will have to think twice if they want to spend $43 for infant styles and $65 for styles aimed at older kids.

“Licensing has become a very important connection for kids with characters,” continued Cohen. “This is a great instant connection for retailers to create momentum and consumer interest. In kids, it is even more successful. Try telling your son he can’t have Blue’s Clues shoes, or your daughter she can’t have Elmo slippers.”