Once upon a time, kids TV was almost entirely animated and while many animated shows such as Spongebob Squarepants still enjoy phenomenal success, it’s the relatively new breed of ‘reality’ programming that is changing what kids are tuning into and, consequently, what licensed merchandise they are looking for.

Both Nick TV and The Disney Channel feature large blocks of real-kid programming with shows such as Unfabulous, Zoey 101, The Naked Brother’s Band, Hannah Montana and the soon to be released High School Musical 2. The target audience for both channels is tween boys and girls, though the boys have harder to nab with reality TV than the girls.  

The formula for kid friendly programming starts with a simple concept: an ordinary person in an extraordinary situation. Shows about a teen girl leading a double life as a pop star or a group of boys managing and performing in their own band has the right fantasy quotient for the target audience. Celebrity and fantasy go hand in hand and both are empowering to this audience. Layer onto the aspirational quality of life that these new stars are living is the musical context. Shows as The Naked Brother’s Band and High School Musical offer male role models in musical contexts; talent show performers, boy-kid bands, undercover rock stars and athlete-singers are the new stars in tween eyes!

Disney Channel lead the way when in 2001 the executives realized that music was an important part of the formula for serving the tween audience. By backing concerts and turning series lead actors into pop stars, they could launch music acts and increase the show and the brand’s reach. Hillary Duff's 2003 album and soundtrack, the Cheetah Girls show and, most recently, Hannah Montana’s success have proved them right. The are continuing to use the same formula to back HSM2’s Vanessa Hudgens, Ashley Tisdale and Corbin Bleu.

So what does all of this realism do for the Licensing Market? The obvious tee shirt and character driven backpacks still exist but how will we replace all of the other iterations and character art possibilities that we have with animated shows and plotlines?

Many of these shows have already branched out into new territory that can be mined for licensing opportunities. HSM2 has a digital Twister game while other shows such as Drake and Josh are now licensed into digital game platforms that feature great art that should be turned into a style guide for apparel licensing. Bratz, while launching its reality movie this past weekend, has also launched a new doll-interactive site where kids can log on, name, dress and interact with other doll owners (think Webkins for Bratz). The result could lead to licensing opportunities where girls ‘design’ and purchase apparel that they ‘design’ or there could be an entirely new style guide based on the interactive experience.

Finally, just like Disney has turned each lead star into a pop star, many tween performers can be approached for outside deals and licensing agreements for apparel. Disney is leading the way Hannah Montana fashion gear (not just printed tees but an entire collection of Hannah Montana fashion apparel) at Miley-cyrus.com.

See link to Snoops story on this: (Hannah Montana)

Now more than ever is the time ot start thinking about celebrity lines and licensing for the tween market. You will end up with something more than tee shirts and you will be on the cutting edge of licensing!

At Fashion Snoops we have already brokered several celebrity licensing relationships so if you are looking to expand your licensing to include some ‘reality’ tween stars, give us a call!

New tween reality shows and movies to watch for:

• iCarly on Nickelodeon (features online podcast talent show that audience can submit their own segments)
  

• HSM2 on August 17, The Disney Channel
  

• Hairspray, in theaters now
  

• Bratz the Movie in theaters now
  

• Alvin and the Chipmunks coming to theaters soon
  

• Underdog in theaters now