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Brand Names Cooperate To Attract Children

July 27, 2009: 10:46 AM EST
Corporations producing products for children are partnering to take advantage of brand recognition in children. While having a well-known icon, such as Elmo, associated with a product may attract child attention, it doesn’t necessarily mean the child or mom will recognize the brand in the long-term. They realize that packaging with “75 percent kid and 25 percent mom” is optimal. Mothers take a leadership role in influencing a child’s decision making, saying it affords them the opportunity to educate their children in the decision making process. Advertisers aim for the child, with the mom in mind, promoting trust, loyalty, and a “feel-good” decision.
Vivienne Manning-Schaffel , "Targeting Tots: How Brands Connect with Children ", brandchannel, July 27, 2009, © brandchannel
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