Abstract:

This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of characters among children over a number of years. Differences are noted by demographics of age and sex and between countries. Characters have been increasingly licensed as properties where the character is applied to diverse product fields - the character is the brand and the product takes on its persona. Personalities, especially singers and musicians and sports celebrities are also taking on the nature of marketable properties that can be laterally marketed in varied product fields. Research is used to track popularity trends of heroes, singers and of sports personalities. Case studies are given of Nickelodeon's Rugrats, the amazingly successful group The Spice Girls and of the growth in popularity of football clubs and football celebrities in Britain.