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Marketing to Kids and Tweens - US - March 2018

"In order to reach kids and tweens, marketers will likely have to consider strategies that include parents as decision makers, while at the same time appealing to kids. Gaining an understanding of the topics that kids are interested in, and areas where parents are supportive, can help guide brand strategy. Additionally, looking at kids’ perceptions of brands at different ages can help marketers identify their primary target."

- Dana Macke, Senior Lifestyles and Leisure Analyst

This report will look at the following areas:

  • Kids quickly outgrow their favorites
  • Kids pick up on gender specificity
  • Health concerns gain relevance as kids get older

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Population by age, 2018
        • The issues
          • Kids quickly outgrow their favorites
            • Figure 2: Age appropriate brands, by age, December 2017
          • Kids pick up on gender specificity
            • Figure 3: Kids’ perspectives on gendered brands, by gender, December 2017
          • Health concerns gain relevance as kids get older
            • Figure 4: Attitudes toward health – a healthy lifestyle, by age, December 2017
          • The opportunities
            • Room to connect with kids outside of school
              • Figure 5: Kids’ attitudes toward personal interests, December 2017
            • Kids control their own spending money (for the most part)
              • Figure 6: Kids’ attitudes and opinions – spending and saving money, December 2017
            • Parents are still an important consideration, even for a teen audience
              • Figure 7: Kids’ role models – select items, by age, December 2017
            • What it means
            • The Market – What You Need to Know

              • Kids total 74 million people
                • Declining birth rate lowers share of households with kids
                  • Highlighting diversity
                    • Kids’ spending money
                      • Computers are most commonly used for videos and games
                      • Family Demographics

                        • Kids represent nearly a quarter of the population
                          • Figure 8: Population by age, 2018
                        • Racial diversity is a key characteristic of young Americans
                          • Figure 9: I Am Gap – Summer 2017, May 2017
                          • Figure 10: Distribution of population, by age and race/Hispanic origin, 2018
                      • Market Factors

                        • Share of households with kids under 18 dips to a new low
                          • Figure 11: Households, by presence of own children, 2007-17
                        • Long-term trend toward smaller families
                          • Figure 12: Average number of own children per family, 1970 - 2017
                        • Two parents is the predominant living situation for kids under 18
                          • Figure 13: Living arrangements of children under age 18, 2017
                      • Market Perspective

                        • Piggy banks filled through a combo of allowance, chores, and jobs
                          • Figure 14: Kids’ sources of money, May 2017
                        • TV is a source of entertainment and influence
                          • Figure 15: Kids and television, May 2017
                        • Computers serve educational needs, but mostly used for entertainment
                          • Figure 16: Kids’ online activities, May 2017
                      • Key Trends – What You Need to Know

                        • Brands can learn from new approaches to teaching
                          • Subscriptions bring fun to kids’ doorstep
                            • The blessing and curse of social media
                              • The toy industry faces changes
                                • Kids want access to digital; parents want control
                                  • Parents address sensitive topics
                                  • What’s Happening?

                                    • New approaches to curriculum inspire new ways of thinking
                                      • Subscription services, the gifts that keep giving
                                        • Traveling with kids
                                          • How parents choose apps for kids
                                            • The power of the retweet
                                              • Education around LGBTQIA issues
                                              • What’s Struggling?

                                                • Brands miss the mark on diversity
                                                  • Traditional toy companies (and retailers) see revenues slide
                                                    • Teen Vogue scraps print platform
                                                      • Youth sports go pro
                                                        • Weight Watchers brand plan may turn off parents
                                                          • Parents look for more control over digital devices
                                                            • Parents question 13 Reasons Why
                                                            • What’s Next?

                                                              • Toy brands charm kids with the element of surprise
                                                                • Figure 17: L.O.L. Surprise! | Series 3 Confetti Pop Tots Dolls Unboxing Balls |:30 Commercial, January 2018
                                                              • Tech in toys
                                                                  • Figure 18: PLAY Together – Meet Galaxy ZEGA, November 2016
                                                                • Potential Hasbro/Mattel merger would shake up the industry
                                                                  • Lego and Tencent join up
                                                                    • Kids gain more access to grown-up platforms
                                                                      • Podcasts reach out to a younger audience
                                                                        • Kids’ redefined notions of public v. private
                                                                        • The Consumer – What You Need to Know

                                                                          • Science, computers, and technology are areas for content development
                                                                            • Health not yet a major concern
                                                                              • Kids’ favorite brands don’t stay favorites for long
                                                                                • Parents and teachers are top role models, even for teens
                                                                                  • TV still plays a major role on influencing purchases
                                                                                    • Kids rally around their personal passions
                                                                                      • Kids and parents are closely connected
                                                                                      • Topics of Interest

                                                                                          • Technology topics attract kids’ attention
                                                                                              • Figure 19: Kids’ topics of interest, December 2017
                                                                                            • Interest in science and art wanes as kids age
                                                                                              • Figure 20: Kids’ topics of interest – select items, by age, December 2017
                                                                                            • Sciences appeal more to kid/tween boys than girls
                                                                                              • Figure 21: Kids’ and tweens’ topics of interest – select items, by gender, December 2017
                                                                                            • Kids in high income households may have exposure to diverse subjects
                                                                                              • Figure 22: Kids’ and tweens’ topics of interest – select items, by gender, December 2017
                                                                                          • Attitudes toward Health

                                                                                              • Kids have yet to fret about health
                                                                                                • Figure 23: Family Greatly | Kraft Brand, December 2017
                                                                                                • Figure 24: Attitudes toward health, December 2017
                                                                                              • Health concerns grow with age, but healthy habits decline
                                                                                                • Figure 25: Attitudes toward health – a healthy lifestyle, by age, December 2017
                                                                                              • Opinions on sugary beverages remain relatively stable at all ages
                                                                                                • Figure 26: Izze Fusions Sparkling Lemon Lime Beverage, May 2017
                                                                                                • Figure 27: Attitudes toward health – a healthy eating, by age, December 2017
                                                                                              • For kids and tweens, gender has little impact on health attitudes
                                                                                                • Figure 28: Kellogg’s Assorted Fruit Flavored Snacks
                                                                                                • Figure 29: Attitudes toward health – a healthy eating, by age, December 2017
                                                                                            • Favorite Entertainment Brands

                                                                                                • Parents face new forms of kids’ entertainment
                                                                                                  • New media can provide a boost for traditional brands
                                                                                                    • Doll brands face gendered perceptions
                                                                                                      • Minecraft is a fun favorite among kids
                                                                                                        • Figure 30: Correspondence Analysis – Favorite brands, December 2017
                                                                                                      • Kids have gendered perspective on brands…
                                                                                                        • Figure 31: Kids’ perspectives on gendered brands, by gender, December 2017
                                                                                                      • …And gender drives some “favorites”
                                                                                                        • Figure 32: Favorite brands, by gender, December 2017
                                                                                                      • Brands may be challenged by narrow range of age appropriateness
                                                                                                        • Figure 33: Age appropriate brands, by age, December 2017
                                                                                                    • Role Models

                                                                                                        • Parents and teachers are top role models for kids
                                                                                                          • Figure 34: Kids’ role models, December 2017
                                                                                                        • Parents and teachers lose cred with kids as they age
                                                                                                          • Figure 35: Kids’ role models – select items, by age, December 2017
                                                                                                        • Girls aged 6-11 turn to art for inspiration, and boys turn to sports
                                                                                                          • Figure 36: Misty Copeland – I WILL WHAT I WANT :30, September 2014
                                                                                                          • Figure 37: Kids’ and tweens’ role models – select items, by gender, December 2017
                                                                                                        • YouTube has outsized influence on Hispanic kids and tweens
                                                                                                          • Figure 38: Kids’ and tweens’ role models – select items, by gender, December 2017
                                                                                                      • Primary Influences

                                                                                                          • Kids rely on traditional media to learn about new products
                                                                                                            • Figure 39: Kids’ primary influences, December 2017
                                                                                                          • Tweens and teens chart their own course
                                                                                                            • Figure 40: Kids’ primary influences – select items, by age, December 2017
                                                                                                          • Dads’ opinion carries more weight with boys
                                                                                                            • Figure 41: Kids’ primary influences – select items, by gender, December 2017
                                                                                                          • YouTube is a source of input for Hispanic kids and tweens
                                                                                                            • Figure 42: Kids’ primary influences – select items, by gender, December 2017
                                                                                                        • Attitudes and Opinions

                                                                                                            • Kids are invested in their personal interests
                                                                                                              • Figure 43: Kids’ attitudes and opinions – personal interests, December 2017
                                                                                                            • Kids spend as they choose, to an extent
                                                                                                              • Figure 44: Kids’ attitudes and opinions – spending and saving money, December 2017
                                                                                                            • Kids are close with their friends, but closer with their parents
                                                                                                              • Figure 45: Kids’ attitudes and opinions – relationship with parents, December 2017
                                                                                                            • Personal passions start young
                                                                                                              • Figure 46: Kids’ attitudes and opinions – personal interests, by age, December 2017
                                                                                                            • Friends’ influence grows into teen years
                                                                                                              • Figure 47: Kids’ attitudes and opinions – relationship with parents, by age, December 2017
                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                            • Data sources
                                                                                                              • Consumer survey data
                                                                                                                • Direct marketing creative
                                                                                                                  • Correspondence Analysis Methodology
                                                                                                                    • Abbreviations and terms
                                                                                                                      • Abbreviations
                                                                                                                      • Appendix – The Market

                                                                                                                          • Figure 48: How kids spend their money, May 2017
                                                                                                                      • Appendix – Key Trends

                                                                                                                          • Figure 49: Sports played in the last 12 months, 2007-17
                                                                                                                      • Appendix – The Consumer

                                                                                                                          • Figure 50: Favorite brands, December 2017
                                                                                                                          • Figure 51: Count of resources used (repertoire analysis) – key influencers, by age, December 2017

                                                                                                                      Marketing to Kids and Tweens - US - March 2018

                                                                                                                      £3,435.47 (Excl.Tax)