“6 Strategies Marketers Use to Get Kids to Want Stuff Bad”

By: Bruce Horovitz

Angela WestAngela PerroneRose Dugan

Kids through the ages of 14 will influence $160 billion in spending in November and December alone.

Last year marketers spent $1.4 billion per month marketing to children – 15% more than the year before.

Marketer’s goal: Get kids to nag on Mom and Dad

Here is a list of the six most effective techniques marketers are using to snatch the attention of youngsters.

1. Techie Wish Lists

Walmart has a website that children can select toys they want by clicking YES or NO and then

notify their parents.

When YES is selected the website applauses When NO appears the website is silent. The site promises children they Wal-Mart will send

the wish lists straight off to their parents by email.

Many people have asked Wal-Mart to close this site due to the fact it encourages children to nag their parents for toys.

2. Repetitive TV Spots

Some companies spend their entire TV ad budget during the “hard eight”.

The eight weeks before Christmas are called the “hard eight”. This is when prices jump for slots on kids shows.

Even though TV viewing has leveled off, kids still watch 20 hours of TV viewing weekly.

Paul Kurnit, the founder of KidShop, a consulting firm says, “The best way to build brand awareness with kids is the 30-

second TV commercials”.

3. Big-Screen Hype

Marketers are using movies as stepping stones for toy licensing.

Ruskin says, “Disney exploits children’s love for Pirates of the Caribbean to get them to nag for toys. Hollywood knows if you hook a kid’s heart, the parents wallet follows”.

4. Books as Toys

Children’s Publishers such as Scholastic are now selling toys and games to boost their sales.

The toys are not usually sold alone, they are packaged with individual books.

Ex. Spots Christmas book with plush dog.

Ex. Care Bears with plush

5. Faux Toy ShortagesIs a toy shortage actually a shortage? Or is it used

to build sales and media about the product?

“Planned shortages are the perfect way to get kids to nag parents for presents, “ says Linn of

Campaign for a Commercial-Free Childhood. “The buzz creates a sense of urgency to get the toy.”

When there was a shortage of Elmo dolls before Christmas, critics blamed , insisting the shortage was set up.

6. Bus Radio

A radio station designed for school buses. It is age appropriate and designed for kids.

For every hour played 8 minutes are devoted to commercials.

Ad revenue is shared with participating school districts.

Holiday hype has reached a point where parents need a tip sheet to

know what to watch for to shield their kids, and themselves.