Tom Inglis Katie Johnson David Hogan By: Bruce Horovitz

 Kids through age 14 influence $160 billion in spending in November & December  Last year toy sales dropped 2%  Plush Toys by 14%  Board Games by 8%  Companies are finding new ways to grab children’s attention

Child Statistics The average American child will see 40,000+ TV commercials per year Young children begin to develop brand awareness around 2 years old and can not distinguish TV programs from commercials. Today, $17 billion is spent to influence purchases sooner than ever.

TECHIE WISH LISTS  Wal-Mart’s Toy Wish List  Featured two elves encouraging kids to select toys by giving applause when they select yes under a toy  The elves promised to send the wish list directly to the child’s parents once they were done. REPETITIVE TV SPOTS  Kids watch TV an average of 20 hours per week  Hard Eight: eight weeks leading up to Christmas when prices jump for ad slots on kids shows  Some companies will spend their entire TV ad budget during the final quarter

FAUX TOY SHORTAGES  TMX Elmo – $39.99, 250,000 sold in one day  Caused an immediate shortage  Creates a sense of urgency for the toy  Mattel argues that they don’t plan it - it causes angry and dissatisfied customers

BUS RADIO  Student-targeted programming- music, news, commercials  800 buses in 12 cities  About 8 minutes devoted to commercials per hour  Claims that it improves student behavior  AD revenue shared with school districts  Critics say “the school bus is one of the only places left in society where a child is free from a sales pitch.”  Promoted the BRATZ Dolls DVD – American Psychological Association singled out as adding to the sexualization of young girls ProsCons

Books as ToysBig Screen sales Advertising movie star roles to kids is a common practice. “Hook the kids hearts and their parents wallets will follow” – Ruskin Pirates of the Caribbean – Over 50 different toys are geared towards 7-12 year olds even though the movie is rated PG-13 Scholastic has taken on the toy market, selling books along with toys and games in a package deal Almost half of the books featured on the cover of its 2006 Holiday Gift Books catalogue are marketed with a toy Many magazines are kid versions of adult magazines, Sports Illustrated, Teen Vogue, & child celebrity obsession magazines

Credit card companies are aiming younger for new customers. Visa Buxx and Payjr. Mastercard for kids at age 13. Parents can prepay and monitor spending.  Robert Manning, author of Credit Card Nation says they are targeting kids at the age of three. With credit cards in cartoons and games.  The idea is to start with a card, then school, car and finally mortgage. (Lagoria)

 In 2007 the Trail Blazers refinished 12 basketball courts in 10 Portland Public Schools, requiring their logo to be on each end. (Blazers.com)

 "Make it Better Release." Blazers.com. Nov Portland Trail Blazers. 20 Jan  Lagorio, Christine. "Meet Generation Plastic"." CBS Evening News. 17 May CBS News. 21 Jan   dio.htm 