Movie Mom

Movie Mom


USA Today on New Techniques in Marketing to Kids

posted by Nell Minow

USA Today has an important article on new technologies for marketing to kids.

With the use of new, kid-enchanting technologies, are savvy marketers gaining the upper hand on parents? Are toy marketers such as Ganz, food marketers such as McDonald’s and kid-coddling apparel retailers such as 77kids by American Eagle too eager to target kids?

At stake: $1.12 trillion. That’s the amount that kids influenced last year in overall family spending, says James McNeal, a kid marketing consultant and author of Kids as Consumers: A Handbook of Marketing to Children. “Up to age 16, kids are determining most expenditures in the household,” he says. “This is very attractive to marketers.”

Children who play on websites like Webkinz are bombarded by ads.  The article follows one girl who repeatedly clicks on an ad for Judy Moody and the NOT Bummer Summer, not because she has any interest in the film but because clicking on the link is the way she earns accessories for her virtual characters.

“We occasionally introduce limited-time promotions so that our Webkinz World members can enjoy fun, unique activities and events,” says Susan McVeigh, a Ganz spokeswoman.

That corporate doublespeak is appalling.  The purpose of these “limited-time promotions” is so that children can be targeted for ads, and this is all within the context of a site that is itself an enormous interactive ad for Ganz.  Parents should be aware of the new avenues for trying to sell to kids and should have continuing conversations with children and tweens about the way that marketing is designed to make them think they want things that are not really important.  Or, in the case of the “Judy Moody” movie, to see movies that ARE a bummer.



  • Pingback: Jewish Movies for Everyone | Christian Media Cross

  • http://AddaURLtothiscomment cx

    And thanks to conservatives on our Supreme Court, those corporations are “citizens” now, with the same (or better) rights to free speech normal humans have.

    Except they can freely lie, dissemble, mislead (or any other way you wish to phrase it) to your children, and to you. Give us another Republican president, and it may be illegal to lie to our corporate leaders.

    The good news is it’s not as bad as it will be in the future, when those companies, and others, get even more desperate to get their hands on your money, as the share of money that workers have continues to decrease, and the rich keep their children away from those sites.

  • Pingback: Contest: Conan! | Christian Media Cross

Previous Posts

Three Views on the Challenges Women Face in the Film Industry
It is wonderful that directors like Ava DuVernay, Angelina Jolie, and Gina Prince-Bythewood gave us superb films in 2014.  But it is an indicator of the challenges still faced by women filmmakers that none of them was nominated for a major directing award. The Alliance of Women Film Journalists

posted 3:38:46pm Jan. 31, 2015 | read full post »

Snickers Wins the Super Bowl!
The real competition at the Super Bowl is for the commercials, right? This Snickers ad is a hoot. [iframe width="560" height="315" src="https://www.youtube.com/embed/rqbomTIWCZ8?rel=0" frameborder="0"]

posted 8:00:02am Jan. 31, 2015 | read full post »

How Did Ca Plane Pour Moi End Up in So Many Movies?
How did a 1977 song in French by the Belgian singer Plastic Bertrand become a go-to for 21st century American movie soundtracks, from big studio films to quirky indies? "Ça Plane Pour Moi" has appeared in Martin Scorsese's "The Wolf of Wall Street" and last week's "We'll Never Have Paris," from

posted 3:40:03pm Jan. 30, 2015 | read full post »

The Kitten Bowl 2015: You Can Win A Set of Kitten Cards
[iframe width="560" height="315" src="//www.youtube.com/embed/5sO4NoaF89Y?rel=0" frameborder="0"] The most-anticipated sporting event of the weekend -- in some circles anyway, is this year's Kitten Bowl, Su-Purr Sunday, February 1 (12/11c) only on Hallmark Channel! [caption id="attachment_3263

posted 12:00:45pm Jan. 30, 2015 | read full post »

Una Gran Noticia! Disney's First Latina Princess
The Disney princesses have their first Latina member! Princess Elena of Avalor will make her debut in the Disney Channel series "Sofia the First" before starring in her own series on the Disney channel.

posted 9:19:37am Jan. 30, 2015 | read full post »




Report as Inappropriate

You are reporting this content because it violates the Terms of Service.

All reported content is logged for investigation.