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The U.S. Kids' Market


Attention: There is an updated edition available for this report.

This completely new Packaged Facts report provides a thorough analysis of the kids market, which includes more than 41 million young American consumers ages 5 to 14. The report begins with a demographic overview that includes an analysis of the evolving family environment of kids and the changing racial and ethnic composition of the kids population. Factors affecting the kids market are evaluated and estimates of market size and growth are provided. The report then presents an analysis of the consumer behavior in the kids market, including a review of the shopping behavior and buying style of families with kids. The media usage habits of kids are evaluated and leading kids-oriented print, television, radio, and Web-based media are described. Marketing, promotional, and advertising strategies employed in the kids market are assessed, and case studies of the strategies of companies focusing on the kids market are presented. Appendices include information about resources available to companies interested in the kids market and examples of advertisements targeting the market.

Marketers focusing on the kids market in the new millennium are faced with unprecedented challenges. Today’s kids are the first generation to be raised entirely with access to the Internet and are highly sophisticated in their assessment of advertising messages. Besides having a significant amount of money to spend on their own, these savvy young consumers play an influential role in determining how family budgets are allocated across a wide range of consumer product and services, including food and beverages, apparel, media and entertainment, consumer electronics, and home furnishings.

Find out what Census 2000 has to say about the changing family environment of kids. Understand the magnitude and complexity of kids buying power. Discover how marketers build lifelong brand loyalty among kids at early ages. Learn why market researchers are trying to segment the kids market in more sophisticated ways.


Scope And Methodology

Kids Population Defined

This Packaged Facts report analyzes the demographic characteristics, buying power, and consumer behavior of 5- to 14-year-olds. The kids population is further divided into two segments: younger kids in the 5- to 9- year-old age group and older kids in the 10- to 14-year-old age bracket.

Kids Market Defined

This Packaged Facts report analyzes three separate components of the kids market. The first is the direct buying power of kids themselves, which is defined as expenditures made by 5- to 14-year-olds using resources—such as allowances, gifts, and earnings—that are under their own control. The second component consists of expenditures made by parents on consumer goods and services for their kids. The influence exerted by kids upon the purchasing decisions of their families is a third aspect of the market.

Methodology

This report is based upon information from advertising agencies and marketing firms specializing in the kids market, a comprehensive review of kids-oriented print media and Web sites, and a thorough analysis of relevant trade and professional journals. Primary research from a variety of sources is analyzed. Census data used in this Packaged Facts report include the latest data available from Census 2000 and data from the March 2000 and March 2001 Current Population Surveys. Other U.S. Government data sources include the National Telecommunications and Information Administration, the National Center for Education Statistics, the U.S. Department of Agriculture, the U.S. Department of Labor, and the U.S. Centers for Disease Control and Prevention.

  • Executive Summary
    • Introduction
      • Background
      • Overview Of Report
    • Scope And Methodology
      • Kids Population Defined
      • Kids Market Defined
      • Methodology
    • Demographic Overview
      • Kids Population Grew At Above-Average Rate
      • Nearly Four In 10 Kids Are Members Of Minority Group
      • Most Kids Live With Two Parents
      • More Kids Live In Blended And Extended Families
      • Most Kids Have Working Parents
      • Married Couples With Children Lead In Family Income
      • Younger Kids Depend On Allowances And Gifts
      • Many Older Kids Earn Their Spending Money
      • Overweight Kids Become Serious Public Health Issue
      • Accelerated Development And Overscheduling Create Stress
      • Kids Want More Quality Time With Parents
      • Poll Finds Religious Revival Among Older Kids
      • Families Remain Important To Pre-Teens
      • Few Kids Are Home Alone For Long
      • Kids Eat As Soon As They Walk In The Door
      • Tweens Listen To Music Less Than Teens
      • Gender Gap Revealed In How Kids Spend Time In Their Rooms
      • Survey Of The Market
      • Kids Direct Buying Power Tops $40 Billion
      • Expenditures On Younger Kids Will Reach $76.1 Billion In 2006
      • Expenditures On Older Kids Will Grow Faster
      • Parents Will Spend Nearly $175 Billion On Kids In 2006
      • Buying Power Of Younger Kids Will Exceed $17 Billion In 2006
      • Buying Power Of Older Kids Will Grow 28.4%
      • Kids Direct Buying Power Projected To Exceed $51.8 Billion In 2006
    • Consumer Behavior
      • Kids Independent Consumers By Age 8
      • Peers Have Major Impact On What Kids Want But Advertising May Play Even Greater Role
      • Store Displays Influence Kids Defined As "Materialistic"
      • Brand Awareness Begins Early
      • Kids Have Measurable Influence On Parents' Buying Decisions
      • Kids Often Get To Choose What They Want To Eat
      • Nearly 22 Million Kids Now Online
      • Girls Spend More Time Online Than Boys
      • Online Buying By Older Kids Remains Low But Many Use Internet To Research Purchases
      • Kids Shop Online With Mom And Dad
      • Older Kids' Online Buying Patterns Show Gender Differences
    • Media
      • Boys Tend To Lose Interest In Reading
      • Primedia Repositions Magazines To Focus On Tween Girls
      • Major Networks Drop Saturday-Morning Kids Programming
      • Tweens Become Primary Target Of Tv Programmers
      • Kid-Friendly Family Programming Gains Favor
      • Many Independent Kids Web Sites Go Under But Some Survive
      • Major Media Firms Produce Top Kids Web Sites
    • Overview Of Marketing, Promotional, And Advertising Strategies
      • Marketers Seek To "Surround" Kids
      • Segmentation Of Kids Market Remains Hot Topic
      • Age Compression Drives Marketing Strategies
      • Psychographic Profile Of Kids As Important As Their Chronological Age
      • Tweens Seen As Attractive Market Segment
      • Creative Packaging Vital In Kids Market
      • Retailers Advised To Make Web Sites Kid-Friendly
      • More Brand Characters Licensed
      • P&G Turns To Austin Powers Character To Promote Sunny Delight Brand Directly To Kids
      • Nickelodeon Ad Campaign Features Real Kids Doing Gross And Silly Tricks
      • Hasbro Aims Campaign At Moms
    • Case Studies Of Companies Marketing To Kids
      • Skechers Builds Children's Business
      • Nestle's Web Sites Rely On Proven Entertainment
      • Heinz Introduces Innovative Products To Attract Kids
      • Gillette Launches Children's Toothbrush Line
      • Kfc Chooses Food And Packaging Over Toys
      • Burger King Targets Kids Market With Food Promotions
      • Kmart Introduces Disney-Branded Apparel
      • Tiger Electronics Reaches Out To Kids Through Favorite Foods
  • Demographic Overview
    • Market Definition
      • Kids Population Defined
      • Older Kids Often Seen As ``Tweens''
      • Kids Market Includes Several Components
    • Size And Growth Of Population
      • Kids Population Exceeds 41 Million
        • Table Size Of Kids Population: By Single Year Of Age, 2000
        • Table Population Of 5- To 14-Year-Olds: By Age Group, 2000
      • Boys Outnumber Girls
        • Table Population By Gender: 5- To 14-Year-Olds Vs. Other Age Groups, 2000
      • Kids Population Grew At Above-Average Rate
        • Table Size And Growth Of Population: 5- To 14-Year-Olds Vs. Other Age Groups, 1990 Vs. 2000
      • Kids Population Grew Faster Than Expected
        • Table Total U.S. And Kids Populations: Projected Vs. Actual Census 2000 Counts
      • Census Bureau Projections Foresee Decline In Total Kids Population
        • Table Projected Growth Of Total U.S. And Kids Populations, 2000-2006
      • But Older Kids Population Expected To Increase
        • Table Projected Growth Of Kids Population: By Age Segment, 2000-2006
    • Geographic Distribution
      • Kids Population Centered In South And West
        • Table Population Of 5- To 14-Year-Olds: By Region, 2000
      • Kids Population More Concentrated Than General Population
        • Table Ranking Of States: By Population Of 5- To 14-Year-Olds Vs. Total Population, 2000
      • States With Fastest-Growing Kids Population Found In South And West
        • Table States With Fastest Growing Populations Under 18 Years Of Age, 1990-2000
      • Kids More Likely To Live In Suburbs
        • Table Kids Population: By Location Of Residence: Metropolitan Vs. Non-Metropolitan, 2000
    • Race And Hispanic Origin
      • Nearly Four In 10 Kids Are Members Of Minority Group
        • Table Number Of 5- To 14-Year-Olds: By Gender, Race, And Hispanic Origin, 2000
      • Minority Kids Accounted For 86.4% Of Growth In Kids Population
        • Table Growth In Kids Population: By Non-Hispanic Whites Vs. Other Population Growth, 1990-2000
      • Multicultural Kids Form Majority In Many Large Metro Areas
        • Table Metropolitan Areas With Largest Populations Of 5- To 14-Year-Olds: By Percent Of Non-Whites In Population Under 18 Years, 2000
      • More Than 1.7 Million Kids Are Foreign-Born
        • Table Foreign-Born Vs. Native-Born Kids: By Age Group, 2000
        • Table Region Of Birth Of Foreign-Born 5- To 14-Year-Olds, 2000
      • Nearly 20% Of Kids And Teens Speak Foreign Language At Home
        • Table Languages Spoken At Home By 5- To 17-Year-Olds, 2000
        • Table Foreign Languages Spoken At Home By 5- To 17-Year-Olds, 2000
      • Few Multicultural Youth Lack English-Language Skills
        • Table English-Language Capabilities Of 5- To 17-Year-Olds Speaking Foreign Language At Home, 2000
        • Table Percent Of Hispanic And Asian 5- To 17-Year-Olds Speaking Foreign Language At Home, 2000
      • Population Of Hispanic And Asian Kids Expected To Grow Faster Than Non-Hispanic White And African American Kids
        • Table Projected Number Of 5- To 14-Year-Olds: By Race And Hispanic Origin, 2000 Vs. 2006
    • Living Arrangements
      • Most Kids Live With Two Parents
        • Table Living Arrangements Of 5- To 14-Year-Olds: By Category, 2000
        • Table Living Arrangements Of 6- To 14-Year-Olds Living In Households: By Age Group, 2000
      • More Kids Now Live In Blended Families
      • Extended Families Also More Common
        • Table Multigenerational Households: By Category, 2000
      • Multicultural Kids More Likely To Live In Large Families
        • Table Average Family Size: By Race And Hispanic Origin, 2000
        • Table Size Of Families: By Race And Hispanic Origin, 2000
        • Table Distribution Of 15- To 44-Year-Old Women: By Marital Class, Number Of Children Ever Born, Age, Race, And Hispanic Origin, 2000
      • Family Structure Of Minority Kids Differs
        • Table Persons Living In Family Households: By Relationship: By Race And Hispanic Origin, 2000
      • Most Kids Have Relatively Young Parents
        • Table Mean Age Of Family Householders: By Age Of Children, 2000
    • Economic Status
      • Most Kids Have Working Parents
        • Table Labor Force Status Of Married-Couple Families With Children: By Age Of Children, 2000
        • Table Labor Force Status Of Single Parents With Children Ages 6 To 17 Years, 2000
      • Married Couples With Children Lead In Family Income
        • Table Mean Family Income: By Family Type And Age Of Children, 2000
      • Younger Kids Depend On Allowances And Gifts For Spending Money
      • Many Older Kids Earn Their Spending Money
        • Table Percent Of 12- And 14-Year-Olds Engaged In Paying Work: By Type Of Work, 1995-1997
      • Kids Spend Most Earnings From Summer Jobs
      • But Many Children Accumulate Savings
    • School Enrollment
      • Schools Have Many Grade Combinations
      • Each Age Cohort Clustered In Two Grade Levels
        • Table Grade Of Enrollment Of 5- To 14-Year-Olds: By Single Year Of Age, October 2000
      • Nearly 2 Million Kids Attend Private Schools
        • Table Enrollment Of Private Elementary School Students: By Type Of School, 1999-2000
      • Homeschooling Becomes More Significant Educational Force
        • Table Homeschooled Students K-8, 1999
      • Many Reasons Given For Homeschooling
        • Table Leading Reasons Parents Give For Homeschooling, 1999
    • Indicators Of Well-Being
      • Overweight Kids Become Serious Public-Health Issue
      • Minority Kids Most At Risk From Obesity And Lack Of Exercise
      • Younger Kids Increase Calorie Intake
      • Fried Foods Top Kids Menus In Restaurants
      • Research Identifies Problems With How Kids Eat In Restaurants
      • Experts View Portion Size As Problem For Kids
      • U.S. Surgeon General Calls For Action To Reduce Number Of Overweight Kids
      • Government Study Finds ``Calcium Crisis'' Among Older Kids
      • Older Kids Reduce Risk Behaviors
      • Accelerated Development Creates Stress
      • Overscheduling Also Generates Stress
      • U.S. Government Marketing Campaign Promotes Healthy Lifestyles For Tweens
    • Values And Attitudes
      • Kids Reflect Values And Life Experiences Of Their Generation-And Their Parents'
      • Kids' View Of The World Affected Fundamentally By Information Technology And Media Convergence
        • Table Exposure To The Internet Of 5- To 14-Year-Olds: By Year Of Birth
      • Kids Divided On Parents' Working Outside Home
      • Kids Want More Quality Time With Parents
      • Poll Finds Religious Revival Among Older Kids
      • Research Suggests Altruism More Important To Kids Than Materialism
      • Families Remain Important To Pre-Teens
    • Kids' Activities
      • Few Kids Are Home Alone For Long
      • Kids Eat As Soon As They Walk In The Door
      • Kids Spend The Most Time After School Watching Tv
      • Tweens Listen To Music Less Than Teens
      • Gender Gap Revealed In How Kids Spend Time In Their Rooms
      • Affluent Kids Often Not Required To Do Household Chores
      • Team Sports High On List Of Kids' Activities
      • Baseball Loses Ground
      • More Kids Cook At Home
      • Many Kids Have Highly Programmed Lives
      • Backlash Against Hyperparenting Appears
      • Inner-City Kids Still Want Structured Summer Programs
      • More Kids Take To The Road With Their Families
      • Volunteer Activities Important To Kids
  • Survey Of The Market
    • Key Factors Affecting The Market
      • Demographic Trends Create Better Growth Prospects In Older Kids Market Segment
      • Decline Of Traditional Family Model Affects Kids Market
        • Table Family Vs. Non-Family Households, 1970, 1980, 1990, 2000
      • But Increase In Birth Rate May Improve Long-Term Growth Prospects In Population Of Younger Kids
      • Multicultural Kids Will Exert Major Influence On Kids Market
      • Multicultural Families Will Need To Be Acknowledged
      • Demographic Shifts May Affect Family Income Available For Kids
        • Table Income Per Family Member Of Families With Children Under 18: By Type Of Family And By Race And Hispanic Origin, 2000
      • Stored-Value Cards May Eventually Generate Increased Spending By Older Kids
      • Parental Concern About Commercialism a Persistent Factor In The Kids Market
      • Slower-Paced Economy May Affect Discretionary Spending In Kids Market
      • Increased Overweight In Children Raises Strategic Issues
    • Family Expenditures On Kids
      • Family Spending On Kids Varies Widely By Age And Income
        • Table Estimated Annual Expenditures By Two-Child Husband-Wife Families On 5- To 14-Year-Olds For Selected Consumer Products: By Age Group And Family Income Level, 2000
      • Expenditures On Food For Kids Exceed $70 Billion
        • Table Aggregate Annual Family Expenditures On Food For 5- To 14-Year-Olds: By Single Year Of Age, 2000
      • Families Allocate More Than $26 Billion To Kids Clothing
        • Table Aggregate Annual Family Expenditures On Clothing For 5- To 14-Year-Olds: By Single Year Of Age, 2000
      • Expenditures On Personal-Care Items, Entertainment, And Reading Materials Approach $50 Billion
        • Table Aggregate Annual Family Expenditures On Personal-Care Items, Entertainment, And Reading Materials For 5- To 14-Year-Olds: By Single Year Of Age, 2000
      • Expenditures On Food, Clothing, Personal-Care Items, Entertainment, And Reading Materials For Kids Top $14
        • Table Aggregate Annual Family Expenditures On Food, Clothing, Personal-Care Items, Entertainment, And Reading Materials For 5- To 14-Year-Olds: By Age Group,
      • Family Spending Patterns Vary By Age Of Child And Category Of Expenditure
        • Table Annual Family Expenditures On Food, Clothing, Personal-Care Entertainment, Reading Materials For 5-To14-Year-Olds By Percent Of Total For Each Age Group
        • Table Annual Family Expenditures On Food, Clothing, Personal-Care Entertainment, Reading Materials For 5-To14-Year-Olds: By Age Group & Category Of Expenditure
      • High-Income Families Account For Nearly Half Of Spending On Kids
        • Table Family Expenditures On Food, Clothing, Personal Care-Items, Entertainment, Reading Materials For 5-To 14-Year-Olds: By Family Income, 2000
    • Industry Highlights
      • Toy Industry Shows Growth
      • Kids Major Players In Video Game Industry
      • Kids Represent Major Food-And-Beverage Market Segment
      • Apparel Industry Places High Priority On $20-Billion+ Kids Market
        • Table Consumer Expenditures On Children's Apparel, 1998-2000
      • Black And Hispanic Consumer Units Have Above-Average Share Of Children's Apparel Market
        • Table Cumulative Expenditures On Children's Apparel By Black And Hispanic Consumer Units: 1998-2000
      • Strong Growth Prospects Seen In Kids Health & Beauty Aids Market
      • Kids Become a Significant Force In Furniture Industry
      • Kids Segment Of Travel Market Flourishes
    • Kids Buying Power
      • Kids Direct Buying Power Tops $40 Billion
      • Kids Spend The Most On Food And Beverages
    • Growth Of The U.S. Kids Market
      • Expenditures On Younger Kids Will Reach $76.1 Billion In 2006
        • Table Projected Growth In Family Expenditures On 5- To 9-Year-Olds For Selected Consumer Products, 2001-2006
      • Expenditures On Older Kids Will Grow Faster
        • Table Projected Growth In Family Expenditures On 10- To 14-Year-Olds For Selected Consumer Products, 2001-2006
      • Parents Will Spend Nearly $175 Billion On Kids In 2006
        • Table Projected Growth In Family Expenditures On 5- To 14-Year-Olds For Selected Consumer Products, 2001-2006
      • Buying Power Analyzed
      • Buying Power Of Younger Kids Will Exceed $17 Billion In 2006
        • Table Projected Growth In Expenditures By 5- To 9-Year-Olds, 2001-2006
      • Buying Power Of Older Kids Will Grow 28.4%
        • Table Projected Growth In Expenditures By 10- To 14-Year-Olds, 2001-2006
      • Kids Direct Buying Power Projected To Exceed $51.8 Billion In 2006
        • Table Projected Growth In Expenditures By 5- To 14-Year-Olds, 2001-2006
  • Consumer Behavior
    • Factors Influencing Consumer Behavior Of Kids And Their Parents
      • Kids Independent Consumers By Age 8
      • Peers Have Major Impact On What Kids Want And What Parents Buy For Them
      • Peer Influence Increases And Parental Impact Declines As Kids Grow Up
      • Advertising May Affect Kids Spending Patterns More Than Peer Pressure
      • Advertising Provides Buying Cues For Parents
        • Table Attitudes Toward Advertising: By Presence Of Children Ages 6 To 11, Fall 2001
      • Store Displays Influence Kids Defined As "Materialistic"
      • Brand Awareness Begins Early
      • Kids Have Measurable Influence On Parents' Buying Decisions
      • Kids' Influence On Family Buying Patterns Due To Many Factors
      • Most Parents Surrender To Kids At Least Some Of The Time
        • Table Impact Of Children On Buying Decisions: By Presence Of Children Ages 6 To 11: Fall 2001
      • Kids Often Get To Choose What They Eat
    • Shopping Behavior
      • Mothers Look For Convenience In Retailers
      • Tweens Target Key Purchases
      • Parents Turn To Catalogs For Items For Older Kids
        • Table Catalog Shopping Patterns: By Presence Of Children Ages 6 To 11, Fall 2001
      • Kids Require Heavy Food Shopping
        • Table Fill-In Food Shopping Patterns: By Presence Of Children Ages 6 To 11, Fall 2001
    • Buying And Consumption Patterns
      • Kids' Families Less Likely To Buy Environmentally Friendly Products
        • Table Attitudes Toward Buying Environmentally Friendly Products: By Presence Of Children Ages 6 To 11, Fall 2001
      • Kids' Households Filled With Home Electronics
        • Table Ownership Of Computers And Home Electronics, Equipment: By Presence Of Children Ages 6 To 11, Fall 2001
      • Not All Kids Get Video Games
        • Table Video Games Bought In Last Year: By Presence Of Children Ages 6 To 11, Fall 2001
      • Families With Kids Responsible For Major Grocery Expenditures
        • Table Weekly Grocery Expenditures: By Presence Of Children Ages 6 To 11, Fall 2001
      • Kids Like Meat And Chicken More Than Fish
      • Kids Want Cheese
      • Older Kids Develop Taste For Ethnic Foods
      • Eating Habits Of Older Kids Detailed
      • Families With Kids Leading Consumers Of Frozen Foods
    • Kids And The Internet
      • Families With Kids More Likely To Be Online
        • Table Internet Access Among Families With And Without Children, 2001
      • Older Kids Say They Know More About The Internet Than Their Parents
      • Internet Use By Younger Kids Continues To Climb Faster Than Other Age Groups
        • Table Internet Use From Any Location: By Age Group, 1998 Vs. 2001
      • Nearly 22 Million Kids Now Online
        • Table Internet Use From Any Location: By Age Group, 1998 Vs. 2001
        • Table Growth In Internet Use From Any Location: 5- To 14-Year-Olds Vs. All Individuals Ages 3 Years And Older, 1998-2001
      • Younger Kids More Likely To Use The Internet At Home Than At School
        • Table Internet Use Among 5- To 24-Year-Olds: By Age Group And Location, 2001
        • Table Percent Of 5- To 24-Year-Old Internet Users Who Use The Internet Only At Home: By Age Group, 1998 Vs. 2001
      • Demographic Variables Affect Internet Access Of Kids
        • Table Internet Use Among 10- To 17-Year-Olds: By Location Of Use And By Race And Hispanic Origin, 2001
      • Family Income Most Important Factor In Internet Use
        • Table Internet Use Among 10- To 17-Year-Olds: By Location Of Use And Family Income, 2001
      • Many Parents Go Online With Kids
      • Girls Spend More Time Online Than Boys
      • Tweens Depend On Internet To Keep In Touch
      • Online Buying By Kids Remains Low But Many Use Internet To Research Purchases
      • Kids Shop Online With Mom And Dad
      • Kids' Online Buying Patterns Show Gender Differences
  • Media
    • Print
      • Magazines Have Low Priority In Households With Kids
        • Table Attitudes Toward Magazines: By Presence Of Children Ages 6 To 11, Fall 2001
      • But Parents Are Positive About Magazine Advertising
        • Table Attitudes Toward Advertising In Print Media: By Presence Of Children Ages 6 To 11, Fall 2001
      • Boys Tend To Lose Interest In Reading
      • Sports Illustrated For Kids Captures Boys' Attention
      • Primedia Repositions Magazines To Focus On Tween Girls
      • Magazines Reach Kids Through Schools
    • Television & Radio
      • Attitudes Toward Tv Vary In Households With Children
        • Table Attitudes Toward Television: By Presence Of Children Ages 6-11, Fall 2001
      • Tv Commercials Do Not Annoy
        • Table Attitudes Toward Television Advertising: By Presence Of Children Ages 6 To 11, Fall 2001
      • Major Networks Drop Saturday-Morning Kids Programming
      • Tweens Become Primary Target Of Cable Tv Programmers
      • Nickelodeon Launches Teenick
      • Disney Channel Scores With Lizzie Mcguire
      • Wam! America's Kidz Network Concentrates On Tweens
      • Kid-Friendly Family Programming Gains Favor
      • Nickelodeon Leads Kids-Oriented Tv
      • Nickelodeon Gets Big Payoff From Programming For Hispanic Kids
      • Walt Disney Company Extends Reach In Kids Tv Market
      • Aol Time Warner Seeks To Emulate Viacom's Kids Tv Strategy
      • Kids And Parents Listen To Car Radio
        • Table Attitudes Toward Radio: By Presence Of Children Ages 6 To 11, Fall 2001
      • Radio Disney Top Kids Radio
    • New Media
      • Regulations Impact Web Sites For Kids
      • Kids Internet Privacy Law Has Unintended Consequences
      • Many Independent Kids Sites Go Under But Some Survive
      • Mamamedia Remains a Presence
      • Major Media Firms Produce Top Kids Web Sites
      • Disney Online
  • Overview Of Marketing, Promotional, And Advertising Strategies
    • Marketing Fundamentals
      • Marketers Seek To "Surround" Kids
      • Multimedia Strategies Now Common In Kids Market
      • Age Compression Drives Marketing Strategies
      • Segmentation Of Kids Market Remains Hot Topic
      • Psychographic Profile Of Kids As Important As Their Chronological Age
      • Not All Older Kids Seen As "Tweens"
      • Tweens Viewed As Attractive Market Segment
      • Marketers Required To Balance Kids' Wants With Parents' Expectations
      • Kids Look For Different Kinds Of Fun
      • September 11 Causes Parents To Focus On Family And Personal Life
      • Marketers Respond Accordingly
      • Marketers See Kids Bouncing Back From September 11 Fears
    • Marketing And Promotional Approaches
      • Creative Packaging Vital In Kids Market
      • Packaging Creates Collectibles
      • Packaging Makes Kids Products Easy To Use And Provides Interactive Fun
      • Restaurants Try To Keep Kids Busy
      • Bonus Points Score With Kids
      • Some Marketers Bulk Up Premiums
      • Video Games Offer Significant Marketing Potential
      • Community-Based Marketing An Option
      • Non-Commercial Kids Sites Nearly Disappear
      • Online Marketing Campaigns Have Several Components
      • E-Mail Campaign Targets Moms With School-Age Kids
      • Retailers Advised To Make Web Sites Kid-Friendly
      • Marketers Turn To Kids For Inputs On Web Site Design
    • Licensing
      • Licensing Requires Focused Strategy
      • More Brand Characters Licensed
      • Steps To Brand Licensing Success Outlined
      • Nostalgia Affects Licensing
      • Packaged-Goods Companies Focus On Licensing Trademarks And Brand Characters
    • Advertising Strategies And Campaigns
      • Heinz Ez Squirt Campaign Bypasses Mom And Appeals Directly To Kids' Sense Of Mischief
      • Conagra Campaign Leverages Pop Culture To Attract Tweens' Attention To Jolly Rancher Gel Snacks Campaign
      • Geoffrey The Giraffe Stars In Toys "R" Us Campaign
      • P&G Turns To Austin Powers Character To Promote Sunny Delight Brand Directly To Kids
      • Ad Campaign For Healthtex Apparel Lets Kids Be Kids
      • Nickelodeon's Spongebob Squarepants Becomes Advertising Star
      • Nickelodeon Ad Campaign Features Real Kids Doing Gross And Silly Tricks
      • Hasbro Aims Campaign At Moms
  • Case Studies Of Companies Marketing To Kids
    • Apparel And Footwear
      • Timberland Expands Focus On Children
      • Columbia Sportswear Turns To Kids
      • Skechers Builds Children's Business
    • Food And Beverages
      • Nestle's Web Sites Rely On Proven Entertainment
      • Heinz Introduces Innovative Products To Attract Kids
      • Ez Squirt Makes Ketchup Fun
      • Ore-Ida Launches Funky Fries
      • Hot Bites Tailored For Tweens
      • Dannon Reaches Out To Kids With Yogurt
    • Health And Beauty Aids
      • Coty Targets Girls With Smiley Line
      • Gillette Launches Children's Toothbrush Line
      • Barbie Bath And Beauty Products Target Tween Girls
    • Restaurants
      • Kfc Chooses Food And Packaging Over Toys
      • Mcdonald's Takes Steps To Improve Kids Sales
      • Subway Restaurant Promotes Kids Meals
      • Burger King Targets Kids Market With Food Promotions
    • Retail
      • Furniture Makers Go After Kids Market
      • Toys "R" Us Initiates Makeover
      • Kmart Introduces Disney-Branded Apparel
    • Toys
      • Mattel Strengthens Core Brands
      • Mattel Launches Planet Hot Wheels
      • Barbie Brand Goes Beyond Dolls
      • Pox
      • M.A.G.S.
      • Tiger Electronics Reaches Out To Kids Through Favorite Foods

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