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Marketing to Kids - US - November 2010

Kids 6-11 are a diverse group: some are still very much children, while others are on the threshold of their teenage years. Some are starting to wrestle with issues of self-esteem, while others are still content to watch their favorite television shows and play with their toys. Some want fame, while others want to be fashionable.

In this report, Mintel investigates important issues, trends, beliefs and other factors affecting this demographic.

Analysis and insights offered include:

  • Specific strategies and tactics for marketing a wide array of products, such as using environmentally friendly messages when targeting girls
  • How manufacturers of healthier foods are starting to use marketing techniques honed by fast-food companies to target kids
  • How companies are creating free online video games to build brand awareness and stimulate interest in toys, games and movies
  • How kids earn money and how they choose to spend it
  • The place of media (television, the internet, music, and so forth); the obesity epidemic, and parental spending habits in the wake of the Great Recession
  • Kids usage of the internet, ownership and use of video games and personal electronics
  • Kids’ attitudes towards the environment and “green” initiatives
  • Kids’ future aspirations

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Snapshot of kids 6-11 years in America
                    • Spending money and household responsibilities
                      • Influencing factors
                        • Daily media use averages more than seven and a half hours a day
                          • Childhood obesity weighs on the nation
                            • Parents spend on kids to ease the pain of the recession
                              • Trends and observations to draw on
                                • Kids’ activities and free time hobbies
                                  • Kids’ computer and internet use
                                    • Game on for everyone
                                      • Personal electronics
                                        • MP3 players and iPods
                                          • Cell phones
                                            • Eating healthy in school … indulging after
                                              • Older girls feeling fashionable, but don’t like their style
                                                • Jeans and sneakers worn by (almost) all
                                                  • Older kids don’t want “kiddy” personal care products
                                                    • Free toys and gifts desired in cereal and restaurant promotions
                                                      • Other important attitudes
                                                        • Parents are primary information source for kids 6-8; older kids look further
                                                          • “Green” beliefs more likely to be held by girls
                                                            • Hard work and education for all; older boys desire fame and fortune
                                                            • Insights and Opportunities

                                                              • Trends to shape marketing strategies
                                                                • A taste for healthier fare
                                                                  • Interest in e-books
                                                                    • A computer for the kids
                                                                      • Connecting with kids beyond the tube
                                                                        • Nine is more than a number
                                                                          • Go “green” with girls
                                                                            • Go “greenbacks” with boys 9-11
                                                                              • Leveraging kids shows with parents
                                                                              • Inspire Insights

                                                                                  • Trend: Learning Through Play
                                                                                  • Demographics and Drivers of the Kid Market

                                                                                    • Key points
                                                                                      • Growth in number of 6-11-year-olds
                                                                                        • Figure 1: Population, by age, 2005-15
                                                                                      • Hispanics to account for one quarter of kids 6-11 by 2015
                                                                                        • Figure 2: Population of 6-11 year-olds, by race/Hispanic origin, 2005-15
                                                                                        • Figure 3: Population of 6-11 year-olds compared to total, by race/Hispanic origin, 2005-15
                                                                                      • Television is the center of the universe
                                                                                        • Figure 4: Kids 8-14 years old average daily use of media, by age group, October 2008-May 2009
                                                                                      • Obesity concerns and a possible shift in eating habits
                                                                                        • Figure 5: Prevalence of high BMI in U.S. 6 to 11-year-olds, by race and gender, 2007-08
                                                                                      • Poor diet
                                                                                        • Lack of exercise
                                                                                          • Environment
                                                                                            • Recession doesn’t stall parents’ spending on entertainment for kids
                                                                                              • Kids: the 800-pound gorilla in the house
                                                                                              • Marketing Strategies for Reaching Kids

                                                                                                • Key points
                                                                                                  • Brand and merchandising strategies
                                                                                                    • In-store merchandising and strategies
                                                                                                      • Character merchandising
                                                                                                        • Kmart’s layaway success
                                                                                                          • Partnerships and co-branding
                                                                                                            • Online initiatives
                                                                                                              • TV commercials
                                                                                                                • Be a hero with Toy Story 3
                                                                                                                  • Figure 6: Lego Toy Story, Television Commercial, 2010
                                                                                                                • McDonald’s offers an Elysian escape for young girls
                                                                                                                  • Figure 7: McDonald’s and Strawberry Shortcake, Television Commercial, 2010
                                                                                                                • Fame and glory with Guitar Hero
                                                                                                                  • Figure 8: Guitar Hero: Warriors of Rock, Television Commercial, 2010
                                                                                                                • Honey Nut Cheerios and the pulse of the moment
                                                                                                                  • Figure 9: Honey Nut Cheerios, Activision Television Commercial, 2010
                                                                                                              • Leading Company—Disney In-depth

                                                                                                                • Key points
                                                                                                                  • Toy Story 3 a smashing success
                                                                                                                    • Disney.com is at the center
                                                                                                                      • Social marketing with Disney
                                                                                                                        • Other technology, online and social media initiatives
                                                                                                                          • iPad apps
                                                                                                                            • iBooks and ebooks
                                                                                                                              • Online games
                                                                                                                                • Facebook as a sales platform
                                                                                                                                  • Reinventing the Disney Store
                                                                                                                                    • Phineas and Ferb is a crossover hit
                                                                                                                                      • Noteworthy initiatives
                                                                                                                                        • Getting Kids to Make Healthier Choices
                                                                                                                                          • Charitable donations
                                                                                                                                          • Innovations and Innovators

                                                                                                                                            • Technology and toys
                                                                                                                                              • American Doll goes philanthropic
                                                                                                                                                • Pajama parties at Souplantation and Sweet Tomatoes
                                                                                                                                                  • Healthy snacks and character merchandising
                                                                                                                                                    • Personal care
                                                                                                                                                      • Exotic and all-natural ingredients in healthcare
                                                                                                                                                      • Spending Money and Household Responsibilities

                                                                                                                                                        • Key points
                                                                                                                                                          • Household chores and allowance are top ways kids get spending money
                                                                                                                                                            • Figure 10: Spending money sources, by gender and age, August 2010
                                                                                                                                                          • Gender and age factors in how money is earned and household chores
                                                                                                                                                            • Figure 11: Way of receiving money, and average earnings, by gender and age, April 2009-June 2010
                                                                                                                                                            • Figure 12: Household chores, by gender and age, April 2009-June 2010
                                                                                                                                                          • Kids buy toys, candy/gum, and video games with their allowance
                                                                                                                                                            • Figure 13: How allowance is spent, by gender and age, April 2009-June 2010
                                                                                                                                                        • Kids’ Activities and Free Time Hobbies

                                                                                                                                                          • Key points
                                                                                                                                                            • Boys more likely to play outside with friends; older kids more self-sufficient
                                                                                                                                                              • Figure 14: Typical types of play, by gender and age, August 2010
                                                                                                                                                            • Kids like spending time with family, playing sports, and computer time
                                                                                                                                                              • Figure 15: attitudes to free time and activities enjoyed, by gender and age, April 2009-June 2010
                                                                                                                                                            • Bicycling and swimming are top sporting activities
                                                                                                                                                              • Figure 16: Sports played in the last year, by gender and age, April 2009-June 2010
                                                                                                                                                            • Kids read books for fun; girls drawn to arts, older girls learn their lessons
                                                                                                                                                              • Figure 17: Other activities and hobbies, by gender and age, April 2009-June 2010
                                                                                                                                                          • Kids’ Computer and Internet Use

                                                                                                                                                            • Key points
                                                                                                                                                              • Work and play on the home computer
                                                                                                                                                                • Figure 18: Computer access and home computer usage, by gender and age, April 2009-June 2010
                                                                                                                                                              • Playing games, watching videos, and more
                                                                                                                                                                • Figure 19: Online activities in past month, by gender and age, April 2009-June 2010
                                                                                                                                                              • Older girls more likely to visit a variety of websites
                                                                                                                                                                • Figure 20: Websites visited/search engines used in past month, by gender and age, April 2009-June 2010
                                                                                                                                                            • Kids’ Ownership and Use of Video Game Systems

                                                                                                                                                              • Key points
                                                                                                                                                                • Nintendo Wii replaces DS and PS2 as top system
                                                                                                                                                                  • Figure 21: Video game system owned or played, May 2006-June 2010
                                                                                                                                                                • Older boys drive the video gaming market
                                                                                                                                                                  • Figure 22: Video game system owned or played, by gender and age, April 2009-June 2010
                                                                                                                                                              • Kids’ Ownership and Use of Personal Electronics

                                                                                                                                                                • Key points
                                                                                                                                                                  • Older kids own more electronics
                                                                                                                                                                    • Figure 23: Electronic equipment owned, by gender and age, April 2009-June 2010
                                                                                                                                                                  • Almost half of kids 6-11 own an MP3 player
                                                                                                                                                                    • Figure 24: MP3 or digital media player owned, by gender and age, May 2006-June 2010
                                                                                                                                                                  • Cell phone ownership and nature of usage
                                                                                                                                                                    • Figure 25: Cellular/wireless phone ownership, by gender and age, April 2007-June 2010
                                                                                                                                                                  • Talking, texting, picture messaging three most popular uses
                                                                                                                                                                    • Figure 26: Cellular/wireless phone features used, by gender, by age, by gender and ages 9-11, April 2009-June 2010
                                                                                                                                                                • What, Where and How Kids Eat

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Girls eating healthier fare at school
                                                                                                                                                                      • Figure 27: School lunch food and drink, by gender and age, August 2010
                                                                                                                                                                    • Schools cut back on soft drinks in vending machines
                                                                                                                                                                      • Figure 28: Items sold in school vending machines, May 2004– June 2010
                                                                                                                                                                    • Fast-food beats family-style when going out to eat
                                                                                                                                                                      • Figure 29: Restaurant usage, by gender and age, April 2009-June 2010
                                                                                                                                                                    • Older girls more likely to visit a variety of restaurants
                                                                                                                                                                      • Figure 30: Fast food or drive-in restaurants visited in the last month, by gender and age, April 2009-June 2010
                                                                                                                                                                    • Older kids—particularly girls—watching their weight
                                                                                                                                                                      • Figure 31: Diet/light products usage, by gender and age, April 2009-June 2010
                                                                                                                                                                  • Kids and Shopping

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Grocery shopping is common, but girls go more often
                                                                                                                                                                        • Figure 32: Frequency of going to the grocery store, by gender and age, April 2009-June 2010
                                                                                                                                                                      • Past-month store visits reflect gender and age interests
                                                                                                                                                                          • Figure 33: Stores visited in the last month, by gender and age, April 2009-June 2010
                                                                                                                                                                        • Music purchases trending away from discount, going more online
                                                                                                                                                                          • Figure 34: Where music (CDs/DVDs) purchased in the last year, May 2004-June 2010
                                                                                                                                                                        • Online music purchase trend driven by boys
                                                                                                                                                                          • Figure 35: Where music (CDs/DVDs) purchased in the last year, by gender and age, April 2009-June 2010
                                                                                                                                                                      • Kids’ Style/Clothing Choices

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Older girls feeling fashionable…but are less happy with what they see
                                                                                                                                                                            • Figure 36: Fashion perceptions, by gender and age, April 2009-June 2010
                                                                                                                                                                          • Nearly half of kids 6-11 own Old Navy and Levi’s jeans
                                                                                                                                                                            • Figure 37: Brands of jeans owned, by gender and age, April 2009-June 2010
                                                                                                                                                                          • Nike dominates sneaker field among boys
                                                                                                                                                                            • Figure 38: Brands of sneakers owned, by gender and age, April 2009-June 2010
                                                                                                                                                                          • Boys own licensed sports clothing, NFL is most popular
                                                                                                                                                                            • Figure 39: Licensed sports clothing owned, by gender and age, April 2009-June 2010
                                                                                                                                                                        • Kids and Personal Care Items

                                                                                                                                                                          • Key points
                                                                                                                                                                            • More than half of kids 9-11 want regular products instead of kids’ versions
                                                                                                                                                                              • Figure 40: Overall interest in regular personal care products vs. those for kids, by gender and age, August 2010
                                                                                                                                                                            • Kids’ versions of personal care products used most by girls 6-8
                                                                                                                                                                              • Figure 41: Use of kids’ versions of personal care products, by gender and age, August 2010
                                                                                                                                                                            • Kids pick their own toothbrushes and toothpaste
                                                                                                                                                                              • Figure 42: Who chooses what to buy, kid or adult, kids personal care items, August 2010
                                                                                                                                                                          • What Kids Want in Promotional Giveaways

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Kids want free toys and gifts with their breakfast cereal
                                                                                                                                                                                • Figure 43: Interest in promotional items with breakfast cereal, by gender and age, August 2010
                                                                                                                                                                              • Kids want free toys and gifts from restaurants, too
                                                                                                                                                                                • Figure 44: Interest in restaurant promotional items, by gender and age, August 2010
                                                                                                                                                                            • Leaders and Followers – Who Gets What First?

                                                                                                                                                                              • Key points
                                                                                                                                                                                • More kids say they get toys and games around the same time as friends
                                                                                                                                                                                  • Figure 45: Who sets the trends? Getting toys or other items before or after friends, August 2010
                                                                                                                                                                                • Girls ahead of boys when it comes to fashion and new trends
                                                                                                                                                                                  • Figure 46: Who sets the trends? Getting toys or other items before or after friends, boys, August 2010
                                                                                                                                                                                  • Figure 47: Who sets the trends? Getting toys or other items before or after friends, girls, August 2010
                                                                                                                                                                              • Kids’ Information Sources to Learn About New Things

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Kids 6-8 turn to parents, kids 9-11 go to multiple sources
                                                                                                                                                                                    • Girls scout for information in a bigger world
                                                                                                                                                                                      • Figure 48: Sources of information for new things, by gender and age, August 2010
                                                                                                                                                                                  • “Green” Beliefs and Aspirations

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Kids think everyone should recycle, but girls are “greener” than boys
                                                                                                                                                                                        • Figure 49: Kids’ environmental attitudes, by gender and age, April 2009-June 2010
                                                                                                                                                                                      • Kids think it’s important to work hard at school and want to go to college
                                                                                                                                                                                          • Figure 50: Kids’ values and perceptions of self, by gender and age, April 2009-June 2010
                                                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Kids who are white are most likely to play a variety of sports
                                                                                                                                                                                            • Figure 51: Sports played in the last year, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                          • Asian kids spend the most time on computers
                                                                                                                                                                                            • Figure 52: Amount of time spent on internet per week (non-email), by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                          • Wearing cool clothes/looking cool is more important to kids who are black
                                                                                                                                                                                            • Figure 53: Fashions perceptions by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                          • Kids who are black are more likely to shop around at multiple retailers
                                                                                                                                                                                            • Figure 54: Stores visited in the last month, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                          • Asian kids are more likely to have “green” opinions
                                                                                                                                                                                            • Figure 55: Kids’ environmental attitudes, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Testing Wings
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • In-the-Nesters
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Ready-to-Flyers
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                      • Figure 56: Marketing to kids clusters, August 2010
                                                                                                                                                                                                                      • Figure 57: Sources of information for new things, by marketing to kids clusters, August 2010
                                                                                                                                                                                                                      • Figure 58: Typical types of play, by marketing to kids clusters, August 2010
                                                                                                                                                                                                                      • Figure 59: Spending money sources, by marketing to kids clusters, August 2010
                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                      • Figure 60: Marketing to Kids clusters, by gender and age, August 2010
                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                    • Appendix: Other Useful Tables

                                                                                                                                                                                                                      • The population of white kids 6-11 set to grow 9% from 2005-15
                                                                                                                                                                                                                        • Figure 61: U.S. white population, by age, 2005-15
                                                                                                                                                                                                                      • Hispanic population of kids 6-11 set to grow 40% from 2005-15
                                                                                                                                                                                                                        • Figure 62: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                                                      • The population of black kids 6-11 set to grow 0.7% from 2005-15
                                                                                                                                                                                                                        • Figure 63: U.S, black population, by age, 2005-15
                                                                                                                                                                                                                      • The total population of Asian kids 6-11 set to grow 32% from 2005-15
                                                                                                                                                                                                                        • Figure 64: U.S. Asian population by age, 2005-15
                                                                                                                                                                                                                    • Other Consumer Tables

                                                                                                                                                                                                                      • Boys play sports, girls more likely to go to scouts, dance, and cheer
                                                                                                                                                                                                                        • Figure 65: Afterschool activities engaged in, by gender and age, August 2010
                                                                                                                                                                                                                      • Boys 9-11 eat meals with family outside the home more often than others
                                                                                                                                                                                                                        • Figure 66: How often meals are eaten outside of home, by gender and age, August 2010

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • ABC, Inc.
                                                                                                                                                                                                                    • Activision
                                                                                                                                                                                                                    • Adidas (USA)
                                                                                                                                                                                                                    • Amazon North America
                                                                                                                                                                                                                    • American Greetings Corporation
                                                                                                                                                                                                                    • Apple, Inc
                                                                                                                                                                                                                    • Applebee's International Inc.
                                                                                                                                                                                                                    • Arby's Restaurant Group
                                                                                                                                                                                                                    • Barnes & Noble, Inc
                                                                                                                                                                                                                    • BMG Entertainment
                                                                                                                                                                                                                    • Boston Market Corporation
                                                                                                                                                                                                                    • Burger King Corporation
                                                                                                                                                                                                                    • Calvin Klein, Inc.
                                                                                                                                                                                                                    • Centers for Disease Control and Prevention
                                                                                                                                                                                                                    • Chick-fil-A Inc.
                                                                                                                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                    • Columbia House Company
                                                                                                                                                                                                                    • Converse, Inc
                                                                                                                                                                                                                    • Discovery Communications, Inc.
                                                                                                                                                                                                                    • Domino's Pizza LLB
                                                                                                                                                                                                                    • Dunkin' Brands
                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                    • Fila USA, Inc
                                                                                                                                                                                                                    • Foot Locker U.S.
                                                                                                                                                                                                                    • GameStop Corp
                                                                                                                                                                                                                    • Gap (USA)
                                                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                                                    • Good Housekeeping
                                                                                                                                                                                                                    • Google, Inc.
                                                                                                                                                                                                                    • Guess
                                                                                                                                                                                                                    • Hasbro Inc
                                                                                                                                                                                                                    • Henry J. Kaiser Family Foundation
                                                                                                                                                                                                                    • Intel Corporation
                                                                                                                                                                                                                    • J C Penney Company, Inc
                                                                                                                                                                                                                    • K Swiss Inc.
                                                                                                                                                                                                                    • Kellogg Company
                                                                                                                                                                                                                    • KFC Corporation
                                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                                    • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                    • Lee Cooper
                                                                                                                                                                                                                    • LEGO Company
                                                                                                                                                                                                                    • Levi Strauss
                                                                                                                                                                                                                    • Long John Silver's Inc.
                                                                                                                                                                                                                    • Los Angeles Times
                                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                                    • Major League Baseball
                                                                                                                                                                                                                    • Marriott International, Inc.
                                                                                                                                                                                                                    • Marvel Entertainment Inc
                                                                                                                                                                                                                    • Mattel Inc.
                                                                                                                                                                                                                    • McDonald's U.S.A.
                                                                                                                                                                                                                    • Microsoft USA
                                                                                                                                                                                                                    • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                    • National Basketball Association
                                                                                                                                                                                                                    • National Cancer Institute (NCI)
                                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                                    • National Institutes of Health
                                                                                                                                                                                                                    • National Public Radio Inc.
                                                                                                                                                                                                                    • Nickelodeon Networks
                                                                                                                                                                                                                    • Nike
                                                                                                                                                                                                                    • Nintendo of America Inc.
                                                                                                                                                                                                                    • NutraSweet Company, The
                                                                                                                                                                                                                    • Old Navy
                                                                                                                                                                                                                    • Oshkosh B'Gosh Inc
                                                                                                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                                                                                                    • Payless ShoeSource Inc
                                                                                                                                                                                                                    • Pepsi-Cola North America
                                                                                                                                                                                                                    • PepsiCo Inc
                                                                                                                                                                                                                    • Pizza Hut Inc
                                                                                                                                                                                                                    • Polo Ralph Lauren Corporation
                                                                                                                                                                                                                    • Public Broadcasting Service
                                                                                                                                                                                                                    • PUMA AG Rudolf Dassler Sport
                                                                                                                                                                                                                    • Reebok International Ltd
                                                                                                                                                                                                                    • Reuters Group PLC
                                                                                                                                                                                                                    • Sears Holdings Corporation
                                                                                                                                                                                                                    • Sega Corporation
                                                                                                                                                                                                                    • Skechers USA Inc
                                                                                                                                                                                                                    • Sony Corporation of America
                                                                                                                                                                                                                    • Spangler Candy Company
                                                                                                                                                                                                                    • Subway
                                                                                                                                                                                                                    • Taco Bell Corp.
                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                    • The Cartoon Network
                                                                                                                                                                                                                    • The New York Times Company
                                                                                                                                                                                                                    • The Quiznos Master LLC
                                                                                                                                                                                                                    • The Stride Rite Corporation
                                                                                                                                                                                                                    • The Wendy's Company
                                                                                                                                                                                                                    • Tommy Hilfiger Corporation
                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                    • U.S. News & World Report, L.P.
                                                                                                                                                                                                                    • Urban Outfitters
                                                                                                                                                                                                                    • USA Today
                                                                                                                                                                                                                    • Vans, Inc
                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                                                    • Yahoo! Inc
                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                    Marketing to Kids - US - November 2010

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