How marketers think, or, more quotable quotes
On the upcoming makeover of Dora the Explorer, to make her appear older and more feminine:
Nancy Zwiers, chief executive of Funosophy, a children-focused marketing firm, said the challenge for Nickelodeon and similar networks was that children were migrating to more mature programming earlier.
“The younger kids enter into a franchise, the younger they leave it,” she said. Hannah Montana, originally aimed at children aged eight to 12, was increasingly popular among viewers half that age, Ms. Zwiers said.
On why Disney is making mobile phone applications for preschoolers:
Disney hopes some of its customers will literally cut their teeth on its mobile products: Inspired by the success of multimedia toys from companies like Baby Einstein, Disney is considering making mobile applications for preschoolers. [Executive vice president of business development and operations for the Walt Disney Internet Group Larry] Shapiro notes that young children love to play with cell phones and busy parents may want a mobile “digital pacifier” to entertain them while on the go. (via)
On why Sears is selling virtual clothing online:
Teens and tweens are making more and more of the purchase decisions, or at least influencing that decision. Mom already knows that Sears provides trusted value and quality, but we need to prove to the teens and tweens that we have the apparel and styles to help them “arrive” at school this year with confidence. . . . And as we continue to expand our outreach to the tween demographic it is increasingly important to expand our marketing strategy to include the mediums where tweens are spending most of their time.
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Your heard it here first . . . uh, second: Parents, are you Tweenabees?
A sexualized Miley Cyrus? One word: Disney.