It's 7 a.m. as America's kid awakens on Spiderman sheets. He rises, dons Superman underwear, a Spiderman t-shirt, and sits down to Nintendo breakfast cereal with his Simpsons bookbag beside him. His sister downs her pink breakfast with Barbie cereal, ready to pick up her Bratz notebook and catch the school bus.
Characters that win kids' hearts, from Bart Simpson to Spiderman, are used to sell kids everything from T-shirts to frozen pizza. The makers of Spiderman , for example, have licensed 200 products, including lunch boxes, backpacks, pajamas, pillow sets, jogging suits, shampoo, breakfast cereal, drinking straws, calendars, decals, and a talking toothbrush. In 2004 the Spiderman earned more than $350 million from licensing.
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