Apart from the cancerous top image, it's a good article. The author also seems to know more than he's letting on.
http://archive.is/CegsV
>The reason the TV shows exist is to promote play with its toys -- the trick behind it is to immerse the child in the universe being presented, then let it adopt elements from it. These elements would be used in the events created in the child’s make-believe play, which the toys help supplement to the experience.
>However, if in a show all the characters sound and act the same, why would a child remember any of it in an hour or week from now?
>If the plot is based on ludicrous events that barely tie together, why would the child root for the supposed cause and be inspired by its events? Why would, or how can the child incorporate it into its play?
>Proof of this can be found all over the place; some believe that simply having a dumb character creates comedy, that ‘whacky’ stuff that jumps all over the place keeps a child’s attention and that mere visual designs seal the deal. Just find any old toy-based TV show. that people barely remember and you can see it
>The trick to avert this is simple; analyse the story of the product in detail and include tone and music. From test audiences and other means one can deduce what will be something that inspires the audience. Then stay true to said content and incorporate it into the merchandise.