American girls, who nearly always obsess about horses at some stage in their young lives, also hanker after a Mustang sports car, it has been revealed.
And Ford Motor Company is hoping to nuture that desire into adulthood, with plans to launch a range of licensed products aimed at tween and teenage girls.
Brandweek.com reports that Ford will soon be launching its "Pony Girl for Mustang" range.
It says says there will be two tiers - one aimed at 8 to 12-year-olds and the other at girls aged 13 to 16.
The range will include apparel, accessories, home decor, stationery, jewellery and cosmetics.
The Pong Girl for Mustang range will not only include the famous galloping horse silhouette that represents the car range, but other symbols such as butterflies, flowers and stars.
The project gained added impetus after research revealed that the Mustang is the most desired car among girls aged 8 to 16.
It is understood Ford and its licensing agency, Beanstalk Group, will discuss product distribution with retailers at a June licensing show.
The Mustang range was launched in 1964 and was a runaway success for Ford. To date, 9 million mustangs have been sold.
Product licensing is a crucial revenue stream for the auto maker.
John Nens, director of global brand licensing for Ford, has described himself as working in a business "where you're surrounded by cars, toys and video games ... it just doesn't get any better than that."
All products bearing any of Ford's brands - from hats and T-shirts to toy cars and video racing games - must first get Nens' stamp of approval.
"Licensing is somewhat like being a landlord, only we're a 'brandlord'," he said recently. "If anyone wants to use our brand, we charge them rent for it."
That "rent" amounts to millions of dollars in revenue each year for Ford.
"I have the best job at Ford because our department has very few expenses. All we do is generate revenue," he said.
Toy and video game manufacturers represent half of Ford's 200 licensees.
"Ford sold 160,000 Mustangs last year. Mattel sold more than a million," chuckled Nens, referring to Mattel's Hot Wheels matchbox-style toy cars.
"And video games are one of the fastest growing areas we have."
Nens says the Mustang and the Built Ford Tough F-150 truck are the top two products that Ford licenses.
"If you think about it, licensing is really a reflection of your products. Mustang and the F-150 are the company's top products in terms of sales and popularity," he said.
Facebook
Twitter
HOME SITES 
