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www.commercialfreechildhood.org A PROJECT OF THIRD SECTOR NEW ENGLAND NONPROFIT CENTER, 89 SOUTH ST. STE 403 BOSTON, MA 02111 617-896-9368 [email_address] CREATED OCTOBER, 2004
“ They aren't children as much as what we like to call ‘ evolving consumers ,’” -Elliot Ettenberg, Marketing Executive
Marketing to children is big business
Children see more than  40,000  advertisements on TV alone
Almost every major media program for children has a line of licensed merchandise . . .
. . . And is used to sell junk food
Harris Interactive Poll of Youth Marketers, 2004
Annie Leith, arrested for downloading music illegally. Marketing exploits children’s vulnerabilities.                                                                        .      Pepsi-Cola
There is a growing movement to protect children from marketing
 
Product Licensing
Product Licensing Seuss For Sale
Product Placement                                                                                                                                                             
Co-Branding                                                                                                                                                             
Contests and Promotions
Advergaming at candystand.com
Immersive Advertising – A trademark of neopets.com
 
Being materialistic affects children’s well-being ,[object Object],[object Object],[object Object]
The “Nag Factor,” purchase requests and family conflict. ,[object Object],[object Object]
"All of our advertising is targeted to kids. You want that nag factor so that 7-year-old Sarah is nagging Mom in the grocery store to buy Funky Purple. We're not sure Mom would reach out for it on her own."  ~ Kelly Stitt, a senior brand manager at Heinz,  quoted in the  Wall Street Journal , October  24, 2001
If we understand what motivates a parent to buy a product, that if we could develop a creative commercial you know a 30 second commercial that encourages the child to whine or show some sort of importance in it that the child understands and is able to reiterate to the parents then we’re successful.  I s it ethical? I don’t know.  But our role at Initiative is to move products.  And if we know you move products with a certain creative execution placed in a certain type of media vehicle then we’ve done our job.  Lucy Hughes Initiative Media World Wide Created the Nag Factor Study
 
 
Babies and infants are spending more time in front of screens ,[object Object],[object Object],[object Object]
Since the advent of Teletubbies, there are an increasing number of media programs for babies and toddlers.
For babies 9 months and up There is no evidence that videos for babies have any educational value.
Computer software for babies takes them from active, multisensory exploration of the world.
“ At six months of age, the same age they are imitating simple sounds like ‘ma-ma’, babies are forming mental images of corporate logos and mascots” Children's marketing guru, psychologist James McNeal
Baby Branding
[object Object],[object Object],[object Object],[object Object]
Even PBS shows are used to target babies.
“ When it comes to targeting kid  consumers, we at General Mills  follow the Proctor and Gamble  model of ‘cradle to grave’….  We believe in getting them early  and having them for life.” ~  Wayne Chilicki, General Mills
 
 
Play is essential to a child’s healthy development ,[object Object],[object Object]
Young children are spending more and more time in front of screens – and less time playing creatively. ,[object Object],[object Object],[object Object]
Many of the top-selling toys for children are  de facto ads for media programs.
Toys created from media programs come with built-in stories  –  so children do not have to create their own.
Other toys are ads for food.
 
 
 
Marketing and Obesity ,[object Object],[object Object],[object Object]
Marketing is a factor in  childhood obesity. Children are bombarded with advertisements for junk food.
Children’s favorite media characters sell junk food.
Disney Sugar                                                                                                        
American Idol – the # 1 TV Show for children                            
Many toys and games for children are junk food advertisements.
At the same time, food is marketed as a toy.
Junk food marketers target children in schools.                         
[object Object]
 

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