How to market effectively to children

Sam Clough


Jump to:
Speed Read | Definition | Where to Start | Essentials | Checklist | Case studies | Further reading


Speed Read

Children are powerful consumers, consuming in their own right and, as any parent will know, they account for a huge amount of parental spending power. The UK, Australia, Japan, Germany and Hong Kong are the five highest spending nations in terms of parental spend, globally. While it's easy to assume that toys account for the lion's share of that spend, it's important to note that it's not only toys that make up children's global spend. Children also influence household purchases from food and toiletries to cars to holidays as well as being a key determiner in the media consumed in the house (e.g. live streaming platforms or satellite TV).