THE POWER OF TV – CONTENT IS KING:Kids first engagement with brands is often through TV. Brands and media agencies need to work hard to identify and understand when an association with a channel or programme

will be a good brand fit. This also places an emphasis on media networks to understand kids audiences as well as developing an understanding of what sponsors or advertisers should be doing, to ensure their station or channel is the best fit for them.

SOPHISTICATED CONSUMERS: Kids are becoming increasingly sophisticated consumers. Tweens are influenced by a wide range of factors, but crucially the older the tween, the more they are defined by trends rather than their parents. For tweens it’s all about a desire to fit in. For brands it’s about being part of that trend and engaging;

KIDS AS THE INFORMATION SOURCE: Kids will learn through friends, peers, school teachers, digital/advertising and other outside influences. They will ultimately inform parents and build their knowledge of the world their child lives in. And when it comes to technology they have the knowledge.

CREATE AN EMOTIONAL LINK: To create an iconic brand, one that’s cool and is a must have item with children, there needs to be an emotional link. It’s about

developing a story and creating a bond which the child loves and engages with.

APPEAL TO PARENTS: Mums are the gatekeepers. Parents are the first point of

contact with merchandise in both supermarkets and on the high street. Mums will discuss items with their kids at home, or when out shopping and will be sensitive to their needs and wants; but are they risk takers?

THE DIGITAL WORLD: For kids the digital world is the real world. With the influence of technology in the development of kid’s lives firmly in our mind, we must remember that with kids growing up using tablets and other devices the multichannel environment is

the norm. These engagements will be shaping the role of digital services and products for the future.

REMEMBER PESTER POWER: As mentioned, parents are ultimately the gatekeepers. Whilst parents will be thinking about a host of factors; practicality, quality and ultimately value for money, kids will be thinking about must have and cool. The role of pester power does of course remain pivotal and will often be a balancing act.

THINKING ETHICALLY: Perceived social responsibility is increasingly important for any brand. Children will learn by example and a parent’s influence will be key to determining how socially responsible they are. They will naturally become

more socially aware with age and whilst parents will have an initial influence, opinions will be further developed by friends, their peers, school teachers and others.

ACHIEVING BUY-IN: For any brand it’s about generating broad appeal. Ultimately the more integrated the product is to the brand, the greater the propensity

for the child to engage. Licensing products presents a crucial opportunity to extend a brands’ success; think toys, games, food, fashion, toiletries…

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Find out more: At Playground we have a long history of working with leading kids brands and we understand how to research them. We have a range of products that put us at the heart of understanding the brand as well as opportunities to help develop them across market.

If you would like to find out more about our expertise please contact Charlotte Butterworth or a member of our Playground team. E: playground@futurethinking.com T: +44(0)20 7843 9777 www.playground-research.com

Maximising a brand’s potential in the children’s market is increasingly complex. Here at Playground we’ve worked alongside a range of leading kid’s brands for many years and we’ve highlighted a few of our learnings here.

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tips creating a successful kids’ brand

#3 through the influence of friends, media, advertising, celebrity and even parents; to ensure their brand is at the forefront of a tweens desires,from gadgets, music or the latest fashion trend.

BE ON TREND:Understanding why kids tastes and attitudes change presents an additional challenge for brands - products can be hot one minute and totally uncool the next. Being part of a trend is crucial for a brand. Kids will be influenced by their friends, media, advertising, celebrity and let’s not forget their parents.