• False Connections
    As we continue to learn throughout history, there is no such thing as a one-size-fits-all panacea -- and technological "connecting" is not likely to do everything. The opportunity for all of us is to find the best times to use virtual and technology, and the best times to deliver real "real." Technology, for all its power and benefit, is creating a gap -- and particularly with kids, it is important to find those gaps, and deliver the needed solutions.
  • The Kids Are Alright: They Have Cell Phones
    Marketing kid-friendly cell phones to parents still largely rests on a simple emotional premise: guaranteed communication when needed.
  • Unlocking Today's Family Dynamic
    Just as brands like Wii found success by boldly attempting to create a video game that didn't ignore parents' concerns, brands that challenge the notion that family decisions mean one winner and one loser are setting themselves up for success.
  • Stop Thinking For Tween Girls
    We must give up our preconceived ideas of what she wants and simply ask her. Once you find a tween girl, you'll discover she has a voice and is only too eager to tell you what she is thinking, doing, saying and dreaming because, frankly, she wants adults to stop thinking for her. Let's clear up a few common misperceptions.
  • Everybody's Doing It: Capitalizing On The Power Of Peers
    Implementing a few key elements into your Web site and marketing plan can help to attract the tween audience. You can drive both new and repeat visits by harnessing the power of peer influence. Here are a few ideas to get you started.
  • Family Is The Ultimate Social Circle
    Brands that help my kids learn to share, play and socialize are important to me. Marketers who couple offline and traditional experiences into social settings on the Web will become the big winners of tomorrow, both with kids and their parents.
  • When Your Audience Outgrows You
    To engage with tweens, marketers must first capture their attention, then their imagination, then their loyalty; all this without alienating parents who want "more" for their kids but are wary of anything that smacks of shortening the distance between childhood and the teen years. Here are some ideas.
  • Foundations Can Teach Safety By Partnering With Marketers
    Marketers of ATVs and motorbikes reach families and sell their vehicles through advertising and promotions. The Motorcycle Safety Foundation and the ATV Safety Institute partner with these marketers to help get consumers started. Funded by all the major motorcycle makers, the MSF DirtBike School helps kids learn to ride off road.
  • Five Things You Should Know About Kids And The Internet
    For American kids ages 6-11, the Internet is much more of an entertainment platform than it is a venue for communicating, with most of the entertainment occurring within the home. Based on the results of our in-home survey, five characteristics emerge.
  • The Way To A Kid's Stomach Is Through The Mom
    Two-thirds of moms want provide something for lunch that their kids will eat without supervision. As many want there to be a taste their kids will love. While we traditionally think of the after-school snack as a kid-owned occasion, six out of ten of moms look for snack items that can appeal to the whole family. So, for marketers, it's important to message to their ideal, and ensure that you're considering their reality in the packaging and product form that you provide.
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