The brands that are making themselves known to kids, who have incredible spending power and incredible influence over their parents' purchases, are smart brands. The Center for a New American Dream, a nonprofit organization dedicated to reducing consumption, tracks children's spending power. This year, the figure is expected to be about twice that amount. Reaching this attractive demographic is far from simple. It's multilayered, from tots to tweens to teens, and it's always changing.
Trends sweep in, some enduring and others fleeting.
Kids marketers, therefore, must change to keep up with the curve. To win at this game, marketers must be willing to go the extra mile to understand their target group, including who they are, what they want and where to find them. This May, Selling to Kids presented its TAG Awards, an annual event honoring outstanding kids marketing campaigns. Last year, the Department of Defense agency in charge of the U.S. armed forces took a new approach to advertising. They had to.