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This report analyzes the $166-billion U.S. market for kids' products, which is being transformed by sweeping changes in kids' preferences, strong undercurrents of e-commerce and advanced marketing techniques. The report offers a detailed discussion of kid demographics, market size, growth and composition, kids' behavior as consumers, retail trends and the new fundamentals of marketing to kids. Market projections through 2004 are included. Purchasers can expect a thorough discussion of specific kid-targeted marketing strategies and campaigns that have succeeded in the following product segments: food and beverages, play items, video, apparel, and health and beauty care. Kid-oriented media is comprehensively analyzed, with a special new emphasis on electronic media.

Additional Information

Scope and Methodology

Market Definition: Little Consumers Age 5-14

Packaged Facts defines kids as those age 5-14, a definition often used by in-dustry experts. To delineate the developmental stages children pass through, we divide the kids' market into three approximately equal sub-groups: 5- to 7-year-olds; 8- to 11-year-olds; and 12- to 14-year-olds.

Report Methodology

The information contained in this report is based upon both primary and sec-ondary research. Primary research included interviews with U.S. Census Bureau analysts, media executives, and marketers of products targeted to kids. Secondary research included an exhaustive search of relevant government, trade, and consumer publications, as well as newspapers, websites, and current advertising.

Issues Addressed:

• Regional Distribution Of Kid Market
• Family And Economic Status Of Kids
• Allowances Vs. “Earned Income”
• Spending Motivation
• Discretionary Dollar Expenditures
• Products And Services For Kids
• Online Purchasing Behavior
• Shopping Patterns
• Kid Suggestions On Store Improvement
• Television Viewing Behavior
• Marketing/Advertising Developments

Highlights:

• Current And Projected Kid Population
• Share Of Kid Population By Gender, Age, Race
• Estimated Kids’ Allowance And Earned Income By Age
• Estimated Kids’ Annual Gift Income
• Estimated Annual Expenditures On Children

Retailer Profiles:

• Toys R Us
• Gapkids
• Babygap
• Old Navy
• Kbkids.Com
• Mcdonald’s
• Burger King

Hours of Research: 800

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