In each of the 10 markets studied by Kidz Global from November '18 to January '19, kids aged 3-11 told us that they still prefer seeing toys and games advertising more than any other category. Consistent from China to Brazil, Poland to the USA, teens have switched their attention to video games and fashion but tweens, kids aged 9-11, are still enthralled by toy advertising.
So what do they do in response to seeing an ad? Well, despite enjoying them as a form of entertainment, toy advertising has mixed results in activating kids to actually do anything, whether it is to ask a parent, add a toy to a wish list or find out more about the toy by talking to friends.
In The Kid Consumer study, we explore the key ingredients which increase the effectiveness of advertising to activate kids, from the tone, style and message of advertising creative, to the media environment in which they are placed.
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