Mickey mouse, Powerpuff girls, Donald Duck, Tom & Jerry, Rockey & Bull winkle, Spiderman, Scooby Doo, and Bugs Bunny have jumped out from the television sets, movies, and comic books.


Iconic characters of the children's world have now found their way into kids clothing, accessories, footwear, towels, lunch box, and even more. Sales of cartoon inspired kidswear are gaining a positive momentum in childrens apparel market. 'Character inspired merchandising' is emerging as one of the hottest market trends. Manufacturers use renowned cartoon characters in apparels that grab the attention of kids and entice them.


The metamorphosis of children becoming an independent buyer is boosting up the kidswear market. Sales figures of the character inspired kidswear are mainly dependent upon the popularity of the cartoon character among kids, and their age group. For example; 'Powerpuff girls, Barbie, and Cinderella' apparels will be a craze for junior girls, while 'Spiderman, Hulk, and Ghost Rider' outfits will appeal to junior boys. Characters like 'Fredrick the Frog, and Scooby Doo' will be more liked by toddlers. Some characters are popular on the international front, whereas a few others are popular within the country. The manufacturer can decide upon the character to be printed based on the market where he is going to sell his product. Perfect publicity of Cartoon Network, movies, and video games play a major role in influencing the kids trend in latest fashion clothing, footwear and other accessories.


Market Scenario:


'Branded Kidswear' which was an urban phenomenon is currently becoming widespread, and is entering into the two tier towns as well. Increase in the purchasing power of the consumers has attributed to the growth of the market. Recognizing the advantage that toon characters are leveraging in this sector, manufacturers and media enterprises are coming up with new strategies to enter the untapped market. International brands like Tommy Hilfiger, Freelook Junior, Walt Disney, and Adam Kids are successfully established in the market, and are planning to expand more. Followed by this are brands like Lilliput, Lil-Tomatoes, and Gini & Jony etc. Sustaining in this market requires guts and focused branding inputs. This is a potential business strategy especially for large sized retail formats to attract more customers.


Apart from using famous toon characters to promote its apparels, some of the companies also come up with their own animated characters. Reebok is planning to launch its new kidswear collection with the name 'Space Racers' which are the company's own animated characters. The expectations of the shopper would be to buy sporty, and stylish, apparels promoting the toon character. This will not only increase the sales figures of the apparel manufacturer, but will boost the brand image of the product itself.


Inching slowly the cartoon characters has come to invade the lives of the kids. This mighty world of toon characters is tracking the kids and becoming a part of their breath. Kids too, are excited to welcome their own favorite character and adore seeing them on their clothing. The market for toon characters inspired kidswear is gaining a pace in the children's apparel market laying the foundation of a new era for kidswear.




  1. "Boon Toons", Runul Vashistha, Business of Fashion, Vol.IX, No.X, October 2008.
  2. http://www.lonvig-by-minymo.com/
  3. http://www.bullz-eye.com/