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This Packaged Facts report contains an up-to-date analysis of the buying power of the 40 million kids in the 3- to 12-year-old age group and their impact on the consumer behavior of their parents. The report begins with a series of chapters providing an in-depth assessment of demographic trends affecting the kids market. A comprehensive treatment of the consumer behavior of kids and their parents includes chapters on consumer expenditures by families with kids and analyses of key segments of the kids market, including younger kids (3- to 7-year-olds); tweens (8- to 12-year-olds); multicultural kids; and boys and girls. The next section of the report contains a review of the media usage habits of kids and an overview of marketing and advertising trends in the kids market. The report concludes with chapters on the size and growth of the kids market and an assessment of key trends shaping the kids market and strategic opportunities available to marketers.

The latest available research shows that kids are increasingly adept media users while their parents are becoming more and more concerned about limiting their kids’ access to media. At the same time, while kids continue to evolve into highly sophisticated consumers, parents and policy-makers are raising questions about products and marketing efforts geared toward kids. Against this background, marketers are also dealing with the challenges created by rapidly changing demographics in the kids market. These are but a few of the issues confronting marketers active in the kids market today that are addressed by this Packaged Facts report.

Report Methodology
The information in The U.S. Kids Marketis based on both primary and secondary research. Primary research involved interviews with experts, public relations and industry analysts in firms that specialize in kids market research. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2003.

About the Authors
Dr. Robert Brown and Ms. Ruth Washton have written nearly 20 Packaged Facts reports analyzing demographic trends and marketing strategies in key consumer segments. Topics have ranged from kids to mature consumers to multicultural groups such as Hispanics and African Americans. Dr. Brown and Ms. Washton have co-authored several Financial Times Business Reports on strategic business issues and have provided market and competitor intelligence studies for clients in a variety of industries. Dr. Brown has a B.S. from Georgetown University and a Ph.D. degree from The George Washington University. Ms. Washton has a B.A from Skidmore College and an M.A. from the State University of New York.

What You’ll Get in this Report
Understand why parents are increasingly concerned about the impact of advertising and marketing on their kids. Learn how children are increasingly media-savvy at ever younger ages. Find out about how social and demographic trends are affecting the kids market today and in the future.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the kids market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current demographic profile of the kids market, as well as market growth and trends through 2008.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for children and their families.
• Research and development professionals stay on top of competitor initiatives and explore demand for products targeting kids.
• Advertising agencies working with clients that market to children to help develop messages and images that make their products attractive to kids and their families.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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