The 11th - Marketing for Children

Marketing to children is a very good way of getting the children to nag the parents until they become so enraged that the only way to stop the children is to actually do what they want. Marketers use adverts which only target children, even though they may only have a few quid saved up under their mattress. But the reason is because as said in the previous blog, children are a very good way of getting the par tents to spend their money.
This is data from Mintel and it shows the facts and figures related to the children's market.

Toys 2008 Market size (2007) £2.2 Bn
Comics 2008 Market size (2007) £129M
OTC Kids Medicines (2009) £203M

Pocket Money 2008
The vast majority of children are not just reliant on a single source for their pocket money, but receive additional funds from other areas.

This data will be very useful to marketers because it shows how big the market is. The interesting fact is that majority of children actually get their pocket money from not just one place. The market for toys is at over £2 billion so it is a huge market in which marketers have to take advantage.
When it comes to advertising to children, I think the best adverts are TV adverts. This is because children tend to watch TV the most compared to magazines or newspapers.



This, I think, is excellent in getting children to force their parents to take them to Lego Land. The advert itself is not spectacular but the content is good. Which child would not want to be a hero? But not only is the advert meeting the needs of the children, it also has an incentive for the whole family, so it is cheaper if the whole family goes.
This advert is mainly targeted at male children, here is an advert which will be targeted at girls.



Marketers also use cartoon characters to influence young children, a cartoon is very likely to catch the attention of children.
If marketers can influence the children with a character from a TV show. Children will recal the charaters and then remember the adverts because of that. Marketers are also using the Internet for promoting. One website would be http://www.barbie.com/, they have got games, videos tec all to promote the barbie brand.