The U.S. Kids' Market
May 1, 2002
272 Pages - Pub ID: LA718857
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  1. 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
    • Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for Kids Top $146 Billion
    • 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
    • Nestlé’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
  2. 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 2-1: Size of Kids Population: by Single Year of Age, 2000
    • Table 2-2: Population of 5- to 14-Year-Olds: by Age Group, 2000
    • Boys Outnumber Girls
    • Table 2-3: Population by Gender: 5- to 14-Year-Olds vs. Other Age Groups, 2000
    • Kids Population Grew at Above-Average Rate
    • Table 2-4: Size and Growth of Population: 5- to 14-Year-Olds vs. Other Age Groups, 1990 vs. 2000
    • Kids Population Grew Faster than Expected
    • Table 2-5: Total U.S. and Kids Populations: Projected vs. Actual Census 2000 Counts
    • Census Bureau Projections Foresee Decline in Total Kids Population
    • Table 2-6: Projected Growth of Total U.S. and Kids Populations, 2000-2006
    • But Older Kids Population Expected to Increase
    • Table 2-7: Projected Growth of Kids Population: by Age Segment, 2000-2006

    Geographic Distribution
    • Kids Population Centered in South and West
    • Table 2-8: Population of 5- to 14-Year-Olds: by Region, 2000
    • Kids Population More Concentrated than General Population
    • Table 2-9: 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 2-10: States with Fastest Growing Populations Under 18 Years of Age, 1990-2000
    • Kids More Likely to Live in Suburbs
    • Table 2-11: 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 2-12: 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 2-13: Growth in Kids Population: by Non-Hispanic Whites vs. Other Population Growth, 1990-2000
    • Multicultural Kids Form Majority in Many Large Metro Areas
    • Table 2-14: 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 2-15 : Foreign-Born vs. Native-Born Kids: by Age Group, 2000
    • Table 2-16: Region of Birth of Foreign-Born 5- to 14-Year-Olds, 2000
    • Nearly 20% of Kids and Teens Speak Foreign Language at Home
    • Table 2-17: Languages Spoken at Home by 5- to 17-Year-Olds, 2000
    • Table 2-18: Foreign Languages Spoken at Home by 5- to 17-Year-Olds, 2000
    • Few Multicultural Youth Lack English-Language Skills
    • Table 2-19: English-Language Capabilities of 5- to 17-Year-Olds Speaking Foreign Language at Home, 2000
    • Table 2-20: 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 2-21: Projected Number of 5- to 14-Year-Olds: by Race and Hispanic Origin, 2000 vs. 2006
    • Figure 2-1: Projected Growth in Population of 5- to 14-Year-Olds: by Race and Hispanic Origin, 2000-2006

    Living Arrangements
    • Most Kids Live with Two Parents
    • Table 2-22: Living Arrangements of 5- to 14-Year-Olds: by Category, 2000
    • Table 2-23 : 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 2-24: Multigenerational Households: by Category, 2000
    • Multicultural Kids More Likely to Live in Large Families
    • Table 2-25: Average Family Size: by Race and Hispanic Origin, 2000
    • Table 2-26: Size of Families: by Race and Hispanic Origin, 2000
    • Table 2-27: 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 2-28: Persons Living in Family Households: by Relationship: by Race and Hispanic Origin, 2000
    • Most Kids Have Relatively Young Parents
    • Table 2-29: Mean Age of Family Householders: by Age of Children, 2000

    Economic Status
    • Most Kids Have Working Parents
    • Table 2-30: Labor Force Status of Married-Couple Families with Children: by Age of Children, 2000
    • Table 2-31: Labor Force Status of Single Parents with Children Ages 6 to 17 Years, 2000
    • Married Couples with Children Lead in Family Income
    • Table 2-32: 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 2-33: 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 2-34: Grade of Enrollment of 5- to 14-Year-Olds: by Single Year of Age, October 2000
    • Nearly 2 Million Kids Attend Private Schools
    • Table 2-35: Enrollment of Private Elementary School Students: by Type of School, 1999-2000
    • Homeschooling Becomes More Significant Educational Force
    • Table 2-36: Homeschooled Students K-8, 1999
    • Many Reasons Given for Homeschooling
    • Table 2-37: 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
    • Figure 2-2: Percent of 6- to 11-Year-Olds Considered Overweight, Selected Years 1963-1999
    • 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 2-38: 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
  3. 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 3-1: 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
    • Figure 3-1: Non-Hispanic Whites as Percent of Population of 5- to 14-Year-Olds, 1990, 2000, 2010
    • Demographic Shifts May Affect Family Income Available for Kids
    • Table 3-2: 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 3-3: 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 3-4: 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 3-5: 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 3-6: 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 $146 Billion
    • Table 3-7: Aggregate Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 5- to 14-Year-Olds: by Age Group, 2000
    • Family Spending Patterns Vary by Age of Child and Category of Expenditure
    • Table 3-8: Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 5- to 14-Year-Olds: by Percent of Total for Each Age Group, 2000
    • Table 3-9: Average Annual Family Expenditures on Food, Clothing, Personal-Care Items, Entertainment, and Reading Materials for 5- to 14-Year-Olds: by Age Group and Category of Expenditure, 2000
    • High-Income Families Account for Nearly Half of Spending on Kids
    • Table 3-10: Annual Family Expenditures on Food, Clothing, Personal Care-Items, Entertainment, and 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 3-11: Consumer Expenditures on Children’s Apparel, 1998-2000
    • Black and Hispanic Consumer Units Have Above-Average Share of Children’s Apparel Market
    • Table 3-12 : 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
    • Figure 3-2: Direct Buying Power of 5- to 14-Year-Olds: by Age Group, 2001

    Growth of the U.S. Kids Market
    • Expenditures on Younger Kids Will Reach $76.1 Billion in 2006
    • Table 3-13: 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 3-14: 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 3-15: 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 3-16: Projected Growth in Expenditures by 5- to 9-Year-Olds, 2001-2006
    • Buying Power of Older Kids Will Grow 28.4%
    • Table 3-17: 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 3-18: Projected Growth in Expenditures by 5- to 14-Year-Olds, 2001-2006
  4. 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 4-1: 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 4-2: 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 4-3: Catalog Shopping Patterns: by Presence of Children Ages 6 to 11, Fall 2001
    • Kids Require Heavy Food Shopping
    • Table 4-4: 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 4-5: Attitudes toward Buying Environmentally Friendly Products: by Presence of Children Ages 6 to 11, Fall 2001
    • Kids’ Households Filled with Home Electronics
    • Table 4-6: Ownership of Computers and Home Electronics, Equipment: by Presence of Children Ages 6 to 11, Fall 2001
    • Not All Kids Get Video Games
    • Table 4-7: 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 4-8: 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 4-9: 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 4-10: Internet Use from Any Location: by Age Group, 1998 vs. 2001
    • Nearly 22 Million Kids Now Online
    • Table 4-11: Internet Use from Any Location: by Age Group, 1998 vs. 2001
    • Table 4-12: 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 4-13: Internet Use among 5- to 24-Year-Olds: by Age Group and Location, 2001
    • Table 4-14: 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 4-15: 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 4-16: 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
  5. Media
    Print
    • Magazines Have Low Priority in Households with Kids
    • Table 5-1: Attitudes toward Magazines: by Presence of Children Ages 6 to 11, Fall 2001
    • But Parents Are Positive about Magazine Advertising
    • Table 5-2: 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 5-3: Attitudes toward Television: by Presence of Children Ages 6-11, Fall 2001
    • TV Commercials Do Not Annoy
    • Table 5-4: 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
    • 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 5-5: 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
  6. 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
  7. 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
    • Nestlé Launches Web Sites Geared to Kids and Parents
    • Heinz Introduces Innovative Products to Attract Kids
    • 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
    • Hasbro Launches Breakthrough Hand-Held Games
    • Tiger Electronics Reaches Out to Kids Through Favorite Foods

    Appendix I: Examples of Kids advertising
    Appendix II: Addresses of Selected Kids Market Resources
    • Advertising
    • Market Research/Consulting
    • Media
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