It’s Not Kid Stuff

Posted by llake on February 25th, 2008

Ok, I’m about to admit something. I never realized how large the kids marketing vertical was until about 2.5 years ago. This weekend I spent some time playing with some kid stuff i.e. kids marketing statistics, etc.  Did you know that companies spend nearly $17 million on marketing to children on an annual basis?

I’m a parent and although my son who is know a preteen who can down 4 kids meals in a single sitting there was a time his toybox was filled with kids meal toys.  He’d much rather play with those than he did the toys I picked up for him at the store. I’ll admit we acquired some that were pure junk, but there were others that even captured my interest.  I will even confess to ordering a kids meal here and there for myself.

I also never realized that we have one of the major kids marketing agencies right here in our own backyard in Kansas City; it’s known as C3.  You have probably heard of them, I’ve just been in the dark.  C3 or otherwise known as Creative Consumer Concepts is located in Overland Park, Kansas.  This year they walked away with six gold awards at the 2008 Addy awards show.  

C3 even has an International division now, known as C3i. How cool is that? Ok, I’ll admit I have a personal interest in the international division because the Managing Director, Angel Morales has written several informative articles that I have published on Marketing at About.com including the latest entitled Marketing to Kids is No Kid Stuff.

What was your favorite kids meal toy as a child, better yet what kids meal toys do your own children enjoy?

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General Marketing

shofr said,

February 25, 2008 @ 4:07 pm

It’s a shame that the majority of the money spent on marketing to children is for products that parent’s would probably prefer their kids did not consume. Carbonated Beverages (soda / pop), fast food, video games, junk food, to some extent they are still glorifying cigarettes and beer, etc.

What’s worse is they are succeeding! Look at the stories on Dateline or even in “Super Size Me” where kids 6 and under could identify brands like “Ronald McDonald”, Pepsi, and Tucan Sam, but couldn’t identify George Washington or Jesus. The fault of our lagging education system or the fault of indulgent over marketing to impressionable youngters?

These large companies have an ethical responsibility to know when to draw the line. Recently, when McDonald’s began a program to give free food for good grades to elementary students, parents spoke up and the program was quickly killed. (http://blogs.orlandosentinel.com/news_education_edblog/2007/12/is-mcdonalds-re.html) The line is coming into view!

Does the general public underestimate the power of marketing to children? Probably, because its so engrained in our culture. Should we tolerate it? No. It needs to stop, and the resurgence of powerful “green” and “healthy” marketing campaigns from the likes of GE, Whole Foods, and Honda are paving the way.

Angel Morales said,

February 25, 2008 @ 10:58 pm

Shofr,

I could not agree with you more. You have to keep in mind that “some” companies do evaluate how to send a message that is well in balance with some of the concerns you have mentioned. I for one do not support the efforts of companies like BK or McD’s, quite the contrary, those are the companies that I help my clients compete against. While some of the brands I represent would never win on a boxing match against these huge corporations, there are ways in which such brands do kick them in the ankles, and kick them hard they do. If you were to make a visit to a Chick’Fil’A, an Arby’s or a Sonic (especially this very last one), you will see that the toys that are used aim to educate and carry a strong subliminal positive message towards very important topics: recycling, environment, health, sports, education, transit laws, charity, etc. These are values that are at the top of the list of some brands.

Again, I fully agree that not ALL brands take these approachs to promoting their products/services to children and parents but you also have to be aware that there are some that do and that they are extremely eager to make a difference in this world, while making a fair profit.

Angel

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