Find Articles in:
All
Business
Reference
Technology
News
Lifestyle

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 ...

 

BNET TalkbackShare your ideas and expertise on this topic

The following tags are supported in BNET comments:
<b></b> <i></i> <u></u> <pre></pre>

Leave a Reply

  1. You are currently a guest | Login?