Russian kids and the West: So far, so close
Anna DemianovaPoint-Blank International, GermanyJulia YuzbashevaValidataKIDS, Russian Federation
Introduction
In many ways, Russian kids seem very similar to their Western peers. They are subject to the same global trends; they are experts in digital gadgets, use the Internet, and listen to Justin Bieber. They even might say "hey" instead of "privet". But a deeper look reveals that there are still profound differences any Western brand hoping to win the hearts of Russian kids and mums will need to consider. Russian kids may be exposed to global trends, but still...