Abstract
This research investigates the influence of cartoon characters on consumer behavior in the toys and accessories market. A literature review was conducted to examine the role of licensed characters in consumer behavior, and a survey was administered to 200 participants to collect data on consumer perceptions and purchasing decisions related to licensed character products. The findings suggest that licensed characters have a significant impact on consumer behavior, with cartoon characters increasing the appeal and memorability of toys and accessories. Purchasing decisions were also influenced by licensed characters, with consumers more likely to purchase products featuring their favorite characters. These findings have implications for marketers and retailers in the toys and accessories market, highlighting the importance of licensing agreements and character selection in product development and marketing.
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