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Insight/ Tools

The Next Great American Consumer

Licensed characters have been plastered on packaged foods, toys, and every piece of clothing and accessory imaginable for decades—some reach back a century. But over the course of the past couple of years something has shifted. Now the strategy of marketing branded goods to tots has ramped up to the point that even high-end fashion brands are jumping in. Designers including Versace, Fendi, and Marc Jacobs have all recently released lines for kids barely walking, and Cynthia Rowley has even come out with designer diapers.

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