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Article

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.

News

TORONTO: Mattel, the toy manufacturer, has continued the successful reinvention of its Barbie brand via an initiative that championed dads who play with their daughters.

Article

This event report outlines how Barbie, the doll range made by Mattel, has further enhanced efforts to transform its brand.

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Case Study

This case study describes how chocolate brand Kinder Joy remained top of mind among core consumers during non-advertising periods, by creating a unique storytelling platform for kids on mobile in India.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Article

This article argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

Case Study

This case study details how the Royal Society for the Protection of Birds (RSPB) repositioned itself as a charity for all of nature, not just birds, in the United Kingdom.

Case Study

This case study examines how Lego, a Danish toy manufacturer, boosted its Christmas sales by making an emotional connection with Australian families.

Case Study

This case study shows how Domestos, number 1 brand in toilet care in Romania, addressed the public issue of schools hygiene around Romania and pushed for a positive change for the children's benefit.

Case Study

This case study explains how Lego, the toy company, built an emotional connection with Australian families in a Christmas campaign which increased sales.

Case Study

This case study details how Mondelez International, a large food company, built its Barni biscuit brand in Central and Eastern Europe.

Case Study

This case study details how the Table Tennis Association of the Czech Republic increased awareness of the sport and grew its membership base.

Case Study

This case study shows how Hasbro, a toy and games manufacturer, increased its board game sales in Russia by creating a TV program that showcased its portfolio of products.

Case Study

This case study discusses a campaign for arts and crafts toy Play Doh in Russia, which used product placement and online video to reach into a new category.

Article

This case study shows how M&M’s, the Mars-owned confectionery brand, celebrated its 75th anniversary by using digital platforms and partnerships to reinterpret its history and drive renewed relevance for a new generation.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study shows how Kellogg's Chocos, a cereal brand, increased sales and brand awareness by partnering with an Indian children's channel and delivering branded content directly to their core audience.

Case Study

This case study shows how the Indian Super League (ISL), a professional football league, successfully launched its first game season using immersive outdoor messaging.

Case Study

This case study shows how Dabur Odomos, a mosquito protection brand, launched an educational campaign about Dengue fever in India, and increased its sales.

Article

This event report describes how a customer-centric approach to marketing has helped Lego, the toy company, raise its sales and reputation dramatically.

Case Study

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

Case Study

This case study describes how LEGOLAND Florida Resort became a must-visit attraction in Orlando by launching a brand new hotel in 2015.