6 strategies marketers use to get kids to want stuff bad

USA TODAY, November, 2006 by Bruce Horovitz

Every year at this time, visions of sugar-plum profits dance through the heads of toymakers and retailers. Many take aim at the most susceptible target: kids. Almost half of all kid-targeted toys, games and gadgets sold this year will be bought in the final three months. Kids through age 14 will influence $160billion in spending in November and December, says James McNeal, author of The Kids Market: Myths and Realities.

That leaves marketers little time to make a Santa-size impression. Meanwhile, slipping toy sales have raised the stakes. Last year, sales dipped 2% to $21.9billion, reports market researcher NPD Group. Some categories dropped like a kid on a slide: plush toys by 14%, board games by 8%. What's a toymaker to do? Advertise like mad. Last year, marketers spent $1.4billion per month marketing to children -- 15% more than the year before, McNeal says. "I call it 'surround selling.'" Mattel ...