Second only to music, video, and game retailers, entertainment companies most frequently tap fast food chains for tie-ins, according to Entertainment Marketing Letter (EML). Burger King, McDonald’s, Wendy’s, and other QSRs were involved in 7% of all promotions reported by EML in 2008. As amenable as the category is to tie-ins, however, the chains have evolved well past the free-toy programs of yore. While premiums still figure into 47% of fast food tie-ins, these promotions are frequently sweetened with online integration (62% of fast food programs), advertising support (50%), and contests or sweepstakes (41%).

It’s often said that children are in a hurry to grow up. Apparently this holds true for youth-targeted characters as well, reports Youth Markets Alert. Among recent examples: Cartoon Network’s Ben 10 has been transformed into a 15-year-old to better appeal to tweens; and Strawberry Shortcake is receiving a makeover to make her “older, fashionable, and more aspirational for young girls.” The decision to age-up these and other characters derives from the opportunity to reach the lucrative tween market, which wields more than $43 billion in spending power, according to EPM’s Tween Spending and Influence.

Retail sales of licensed merchandise in the U.S. and Canada totaled $59.1 billion in 2008, down 14% from $68.7 billion in 2007, according to The Licensing Letter’s 32nd Annual Licensing Business Survey. The total marks the first time in 20 years that annual retail sales of licensed goods were under $60 billion. While some licensing executives say their individual businesses are growing, most are exploring alternative royalty and guarantee arrangements.