Kids' Literary Favourites That Help Sell Products

Though modern scholars may take the content of contemporary adverts as a perfect example of how UK culture is 'dumbing down' - some advertisers have always been determined to play it by the book. Especially if that book happens to be a best-seller with instant appeal to children.

Of course, employing literary characters to sell children products is nothing new. Long before Disney bought the rights to Winnie the Pooh, canny Victorian advertisers were using images and characters from traditional children's stories and myths - from Sleeping Beauty to King Arthur - in order to market all kinds of clothes, sweets and even medicines to children. As the advertising industry has grown, and children's tastes have changed, literary stars have often been passed over for movie actors or cartoon characters. But that doesn't stop some much-loved figures from kid's books turning up in adverts and endorsements.

Disney and Advertising

Disney was one of the first modern companies to realise that there was money to be made from creating merchandise based around its most popular characters. A surprising number of these characters had their genesis in children's books. Beauty and the Beast, Sleeping Beauty and Snow White all came from the pen of the Brothers' Grimm, while Winnie The Pooh and Peter Pan were, of course, popular children's books before they were optioned for animated movies.

Winnie the Pooh

The 'bear of very little brain' nonetheless has plenty of nous when it comes to selling products to children. A.A. Milne's beloved bear first appeared in the children's book 'Winnie The Pooh' back in 1926. Incredibly popular with children, Pooh and his friends went on to appear in several Disney featurettes. Today, Winnie The Pooh is one of Disney's most successful franchise characters who has been used to advertise fast food for a global chain as well as helping sell his own branded range of toys, games and DVDs for children.

In the past Disney has been criticised for allowing Pooh to sell products which might be deemed unhealthy for children. The company seemed to take the message to heart and in 2006 broke all ties with the global fast food restaurant he had helped promote.

A Wizard At Promotion

English teachers are no doubt overjoyed at the way Harry Potter has reignited young children's interest in reading. So far, the seven books that bear the young wizard's name have sold over 250 million copies, ranking Harry just under the Bible on the worldwide best-seller list.

But there's another side to the boy wonder - a side which helps sell brands across the world. Hogwarts' imagery has been used to sell fast food in America and the UK, while licensing deals have included computer games, and Potter-branded sweets. So far there are over 400 items of merchandise that use the Potter name, including everything from key rings to glow in the dark glasses. J K Rowling has often stated that she intends to control the way Harry is used in advertising and merchandising - but as the series grows in popularity the boy wizard becomes harder to keep under wraps.

The Future

Critics argue that the way children's characters are used in advertising has changed the way children's books are written forever. Now, even the lowliest character on the children's shelf appears to be accompanied by a range of merchandise. With the power of the media turning popular characters into effective branded logos - publishers and authors are looking for a way of printing money as children's books.