Kids Industries had a great post last week on the evolution of children’s characters:

Many of the character changes highlighted above have been motivated by the digital revolution, maturation of characters and cultural trends. Brands are particularly intent on maturing characters with an aim to target a wider audience and provide more aspirational adaptations for children to look up to and emulate.

This however, proves to be particularly true of female character brands such as Angelina Ballerina and My Little Pony, who have both steered away from their youthful innocence and now embody thinner and more sensuous versions of their former selves. Is this reflective of society or the values of the brand?

We believe cultural shifts in society will and should demand something new and inclusive from the character brand world. And brands should provide positive and realistic character revamps to reflect these trends as expressed in the introduction of the 'So in Style Barbie'.

Additionally the phenomenon that is the digital revolution has demanded an evolutionary change in our character brands. It is important, however, for brands to understand the importance nostalgia plays in character inheritance, which is evident in the passive take-up of the CGI adaptation of Peter Rabbit.

The first ever Peter Rabbit doll was made in 1903, just a year after Beatrix Potter published The Tale of Peter Rabbit. This makes Peter the oldest licensed character in the world!