Lately I have just overwhelmed by how much marketing is directed at kids. I am not speaking of twixters, tweens or Gen Y. The marketing I am talking about is directed at eight years of age and under. As a marketing professor I am constantly asking my kids (Age 4 and 8): How did you hear about this? or Where did you see this advertised?
My eight year old is of course influenced tremendously by his peers. I wouldn't call it peer pressure. Instead I call it "The First Syndrome". Kids this age want to be the first to have the latest game, video, toy or be the first to see the hot movie. It is exhausting keeping up with their interests and demands. I try and think back to what kind of consumer I was at his age. Garbage pail kids, Hello Kitty and stickers were big. Now he has Bionicles, Pokemon and NeoShifters. These toys come out with new product lines every three months and the marketing of the product is so far reaching. The books, website, video, interactive games, fast food promotions are the norm for every toy launch or movie premiere.
My four year old will recognize products in stores and calmly reiterate the marketing message that she heard on the TV. Her favorite product is the infomercial of Mighty Putty. Anytime I can not solve a problem around the house....she is right there to explain how I should buy Mighty Putty and solve my problem.
One of the last books I read on consumer behavior in kids said that most five year olds can name 1,000 brands. Sometimes I wish that I could escape with my kids to a tropical island and ban all media :)
Wednesday, May 21, 2008
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