The licensing's world is wide and various, expecially when the target are mums with kids 3-6 y.o. “Awareness” is a key factor but also the ability to be cross target (so appeal for male and female) and the possibility to be “evergreen”, so a “character not strictly linked to short , quick market trends.

King's characters respect all these values and are cute and nice, far from any possible reference to violence and nasty, and this is the added value for all those companies interested on a licensing program.