![]() (Image credit: AFP/Getty Images via fact of the matter is retailers are still cautious. 'Angry Birds' merchandise displayed in the Indonesian capital city of Jakarta on February 14, 2012. Even though Angry Birds was first to market and has experienced success in the consumer products space, no one is quite sure where this will all lead. But, right now, it’s the wild west of licensing. So, to whom do you target merchandise, five year olds or 50 year olds? Angry Birds has figured it out, leading the pack with a robust licensing program offering products that appeal to users despite their age. Unlike television shows and motion pictures, which have very distinct age groups that they target, many apps are used by people of all ages. ![]() The challenge many apps face is determining what the target demographic is, before bringing product to market. ![]() With users engaging with apps for short, but frequent periods of time, expect apps to begin developing new complex characters and more robust story lines in the near future. But, that’s not to say apps couldn’t learn a thing or two from TV/Film. Unlike viewers, users are already interacting with apps’ characters, and then look to other channels, such as merchandise, in order to extend that experience and interact with the brand in new ways. That is because apps provide an entirely different engagement experience than film – they have turned viewers into users. Gaming apps (like Angry Birds and Doodle Jump) and entertainment apps (like Talking Friends) have been downloaded millions and millions of times, in fact, it’s been reported that Angry Birds has a billion downloads! (By the way, I’m not sure who authenticates this kind of data.) Name one television show or motion picture that has ever made it to a billion viewers! You can’t. ![]() But that doesn’t mean that they won’t be a significant source of content that can be monetized, if done properly. ![]() So, what’s up with these apps? Many ask, are they or will they surpass television or motion pictures as the primary source of entertainment? My guess is, not any time soon. ![]()
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