Kids Influenced by Characters on Packaging – Yale Study

Effect of Use of Licensed Characters on Packaging on Children’s Preferences

child shopping for groceries in supermarket

Characters on Packaging Study at Yale

A study carried out at Yale University concluded that children were more likely to prefer a food that came from a packaging featuring a licensed character.  We have re-produced the article in full below.

“The Rudd Centre for Food Policy and Obesity at Yale University in 2010 released a study that found kids preferred packaging with famous characters over packaging without them. The study showed a causal relationship between the types of snacks and food that kids prefer and the licensed characters on food packaging.

In this particular study, children between the ages of four and six were asked to taste three different snack types (gummy fruit snacks, graham crackers, and carrots). The snacks were presented to the children in packages with or without a character. The children were asked to indicate if they tasted the same or if one of the snacks was better. They were also asked which they would prefer as a snack.

Children are more likely to prefer snacks with licensed characters on packaging

The results indicated that children were significantly more likely to prefer a packaged food like graham crackers or fruit gummies with a famous character. The difference in the preference for carrots was not significant. The study calls for regulation in the marketing of low nutrient and high energy foods with licensed characters.

“Our results provide evidence that licensed characters can influence children’s eating habits negatively by increasing positive taste perceptions and preferences for junk food. Given that 13% of marketing expenditures targeting youths are spent on character licensing and other forms of cross-promotion, our findings suggest that the use of licensed characters on junk food packaging should be restricted.” – Christina Roberto, M.S.”

See the original article