QUT ePrints

Toy stories : the strategic use of narratives in the branding of traditional toys

Plagens, Brett, Rugimbana, Robert, & Silver, Jonathan D. (2008) Toy stories : the strategic use of narratives in the branding of traditional toys. In Australian and New Zealand Marketing Academy Conference, 1-3 December 2008, Olympic Park, Sydney.

View at publisher

Abstract

It is well known in the toy entertainment industry that children have a strong relationship with the characters and stories of various well known entertainment property toy brands (e.g. Mattel, 2005; Pecora, 1998; Miller, 1998; Cross, 1997). This paper presents branding insights and findings from a content analysis of ten highly successful toy story brand narratives that featured in children’s television programs and movies. This study argues that a toy story’s character personality is related to their on-screen action performance. By implication in branding terms, this implies that narrative brands with relatively inferior product-based performance abilities or attributes can still take audience share by focusing heavily on developing a highly distinctive and likable brand personality that clearly narrates strongly supporting brand values within the plot of a television program or motion picture.

Impact and interest:

Citation countsare sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

635 since deposited on 18 Feb 2009
131 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 17995
Item Type: Conference Paper
Keywords: Brand, Strategy, Narratives, Entertainment, Toy Industry
ISBN: 1863081445
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 18 Feb 2009 11:28
Last Modified: 11 Aug 2011 03:11

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page