Potty Time

Among the new Daniel Tiger products announced earlier this month by Fred Rogers Productions and 9 Story Brands was a 3-in-1 potty-training aid from Fisher-Price. The product is a potty chair featuring a removable seat that fits on a full-sized toilet and a fold-down lid that becomes a step stool, along with activated sound effects and music. Its introduction follows in the footsteps of other popular potty-themed products tied to Daniel, including books from Simon & Schuster and Cottage Door Press, as well as toys and apps.

This is not the first licensed property that has helped kids negotiate this early developmental milestone through toys, books, apps, episodes, and/or other products and content. Examples launching over the past few years have included:

  • Sesame Workshop’s strong-selling potty-themed children’s books and apps with Phoenix International Publications, books with Random House, potty seats with Ginsey Home Solutions, and potty-training chairs with Kolkraft, most of which are tied to Elmo.
  • Spin Master and Nickelodeon’s PAW Patrol potty system with Tomy’s The First Years division, which also markets other PAW Patrol items for toddlers. The property is also connected to soft potty seats from Ginsey, books from Random House, and a sound book from Phoenix International that debuted this spring.
  • Disney’s potty systems from The First Years and soft toilets seats from Ginsey. In both cases, products feature a range of its characters and properties, from Mickey Mouse to Disney Baby to Frozen.
  • Mattel’s Thomas & Friends books from Random House and potty-training system from Fisher-Price.
  • eOne’s Peppa Pig soft potty seats and other training products, marketed by licensee Ginsey.

The list above is not exhaustive. But it serves as a reminder of how wholesome and classic preschool characters can be utilized as a helpful aide in the process of potty training and learning other early-childhood skills. It also illustrates the general rule that familiar characters can make it easier for young children to deal with big changes and stressful times in their lives, whether that be key milestones everyone goes through or unusual disruptive events. This is a benefit worth remembering as marketers of children’s properties and products think about how to develop new merchandise, services, and content for families that are struggling during the current climate.

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