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Marketing to children

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Case Study

Kellogg's cereal brand Chocos used a content strategy in partnership with a popular children's animated series in India to launch three new variants.

Case Study

The Indian Pro Kabaddi League (PKL) made kabaddi a popular sport among children through a much-loved animated cartoon.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

Article

Mattel, the toy manufacturer, developed a new system for testing ads having learned that most existing offerings did not meet its unique requirements in this area.

Article

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

News

MENLO PARK, CA: Facebook yesterday rolled out a messaging app for kids in the US, as it aims to attract parents keen for their children to occupy a safe online ecosystem.  Facebook’s developer blog announced Facebook Messenger for Kids, ...

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

Case Study

Confectionery brand Alpenliebe used a TV, print and digital strategy to introduce a price hike in India.

Case Study

Malaysian utility brand Maxis partnered with navigation app Waze to create Maxis-Waze Safe Mode – a kid-sourced GPS navigation system.

Case Study

Mosquito repellent brand Good Knight used a multichannel strategy based around the dengue virus to change behavioural habits in India.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

US toy manufacturer Radio Flyer raised awareness of its 100th birthday by opening a pop-up travel agency for kids.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Article

This article provides insight on how brands in Asia can connect with ‘centennials’ (Gen Z) based on behavioural and demographic research from Kantar Futures.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

The Football Federation of Australia (FFA) encouraged Australians to support a Hyundai A-League (HAL) team by following Yoshi, a 10-year-old boy, on his journey to choosing his team.

Case Study

Radio Flyer, the US toy company, created a fictional travel agency experience for kids to encourage their imagination and increase brand recognition.

Case Study

The Georgia Center for Child Advocacy (GCCA), a non-profit organisation, developed the #WeStandTogether Lip Sync Challenge on the platform musical.ly to get children thinking about the issue of child abuse across America.

Case Study

New World, a supermarket chain, saw the end of plastic by introducing seedling kits to families across New Zealand, encouraging them to create their own 'Little Garden'.

Case Study

Renault, an automotive brand, launched the new edition of its flagship model, the Renault Scenic, in Spain by producing two brochures, one for adults and one for kids.

News

NEW YORK: Makers of podcasts are starting to produce more content aimed at children, although the role of advertising in the business model remains contentious.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Case Study

Disney, a multinational conglomerate, collaborated with AdColony to launch a mobile campaign to advertise its new film ‘Moana’ through interactive video.