Kids, parents and the retail shopping dynamic
Marsha E. Williams, Keisha Wright and Andrea StraussNickelodeon, United States
Maria CaraballoMTV Networks, United States
BACKGROUND AND RESEARCH OBJECTIVES
Nickelodeon, now 25 years old, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines, and feature films. Nickelodeon's U.S. television network is seen in more than 87 million households and has been the...