According to U.S. Census Bureau estimates, in 2009 there were approximately 62 million kids age 0-14 in the United States. These kids comprise 20 percent of the total U.S. population, representing an enormous consumer base, even though adults have much authority over what is purchased for them. Much, but certainly far from all. Even very young kids exert a good deal of influence over the purchases made on their behalf.
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I fondly remember the things my parents used to say whenever we complained about things, like walking a quarter of a mile down the street to the bus stop for school. “When I was a kid, I walked three miles to school, through a snowstorm,” was one of my all-time favorites. And, of course, as most of us have, I vowed never to say these types of things to my own kids. And like most of us, I have failed miserably at keeping this promise.
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I was shopping last weekend for a gift for my twins to take to their friends’ party, and I entered my local specialty retail store without a preconceived notion of what I was going to get, but with a definite price range in mind. As my kids suggested various items to me, I evaluated it against my predetermined price range. Too often, my response to their suggestion was, “No, honey, that’s above my price range,” but eventually we settled on the perfect gift for the boy that they thought he’d enjoy, while also sticking to my budget.
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As I sat down at my desk one morning last week and scanned industry news along with items posted on Facebook and Twitter, I ran across something really interesting that one of my Twitter followers posted. “Barbie Premieres Her First Music and Dance Video” read the headline and of course there was a handy link to the video. The video itself is a lot of fun, but its bigger purpose is to promote a new line of fashion dolls being introduced for this holiday season by Mattel. The following morning I came across a posting on KidScreen that highlighted how Disney is also using YouTube as part of its launch campaign for the new line of Toy Story toys tied to the re-release of the first two movies in 3-D.
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Just last weekend, my 11-year old son had a bunch of his buddies over on Saturday night to hang out and play video games, watch movies, shoot hoops, and engage in an epic Nerf gun battle. A few of the boys’ mom’s hung out with me and we enjoyed an evening sipping wine and exchanging gossip. After a couple hours of complete mayhem, we wanted to settle the boys down so I went to the cupboard and picked out a movie - initially it was hard to pick one I thought they all would like and then my eyes spied one of my all-time favorite movies: “Big.” As I announced to the group, “Okay, I’m putting on “Big,” several of the mom’s chimed in, “Oh I love that movie.”
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Kids. I spend a lot of time thinking about them. Not only do I have four of my own under the age of 12, but the two industries I cover count kids as a primary target audience: 33% of video game industry dollar sales since May ‘08 have been spent against kids ages 14 and under while this same group comprised 82% of 2008 toy industry dollar sales. With both of these industries representing approximately $22 billion in annual sales; that’s a lot of spending influenced by kids across those two industries alone.
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Toys | Anita Frazier, Entertainment Industry Analyst Toys & Video Games | 
March 17, 2010 1:57 pm | 
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