Young Consumers: Volume 4 Issue 4

Playtime all the time: CBeebies, a case study

Lyn Eryl‐Jones

Looks at how the pan‐media preschool CBeebies brand was conceived, created, launched and evaluated by the BBC in 2002; it comprises a dedicated preschool television channel…

“Experience” marketing in action: the Fox Kids Cup

Allan Stenhouse

Introduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands…

Taking kids seriously as influencers and consumers

Jonathan Attwood, Emily Elton

Explains how SwapitShop works with brands to help them understand children and teenagers through promotions, loyalty programmes, digital interaction, direct mail, research and…

Generation XO ‐ from “slacker” to vigilant family gatekeeeper

Ron Coughlin, Tom Wong

Discusses how the teenagers of Generation X have now grown into responsible tax‐paying home‐owners, in contrast to their “whatever” attitude to life when they were adolescents…

How to tap into the teen text market

Todd Tryan

Explains the importance of texting in order to market to youth using the highly popular SMS channel. Outlines the guidelines that Flytxt has produced for clients designing a…

Interactive TV: controlling the remote

Caroline Bond

Explores the world of infant research, focusing on a recent study of the behaviour and attitudes of preschool children to interactive digital television. Outlines the basis for…

Materialism among Chinese children in Hong Kong

Kara Chan

Discusses the factors that determine a child’s sense of materialism, and how this can be measured, based on face‐to‐face interviews with 246 children to measure their responses to…

Kid law: advertising to children in Canada

Wendy S. Reed, Catherine Bate, Douglas Simsovic

Outlines the patchwork of federal law and self‐regulatory codes and guidelines which makes up the legislative system relating to advertising to Canadian children. Lists the former…