1. For Mommy, or For
Me?
Why ad ult and children brands are
almost the same thing.

2. “Women are getting married later
in life, which means they are
often having kids later in life”
Charts, images and quote from adage.com

3. Priorities of
these women
are also
changing:
the number of
educated and
occupation-
centred
mothers is
also
increasing.
Charts & images from adage.com

4. Thus, women have had more
years of establishing a lifestyle
for herself, and common
spending habits
+ =
before having children.
- Bridget Brennan, Forbes
Images from adage.com

5. “...today’s mothers aim to be pragmatic,
efficient and rooted in reality. They want
to be real moms [...] more
importantly,
they want to be
real women,
with interests that
include and extend
beyond their
roles as caretakers,
providers and nurturers.”
- “The New Female Consumer: Rise of the Real Mom”, Advertising Age

6. The child becomes a part of
his or her parent’s world

7. Children under 12 spend
$28 billion a year and
influence $249 billion
spent by their parents
image: http://
loulousreviews.blogspot.ca

8. image: grocerygeek.com
“Adult” consumer
businesses have
become aware of the
opportunities
that may come from
attracting a younger
demographic.

11. “Like Mother, Like
Daughter!
Celebrate the
launch of our DVF
Loves GapKids
Collection and
enter to win
$1000 toward the
perfect Spring
wardrobe for you
and your little
one”
- quote & picture: www.dvf.com,
“DVF Hearts Gap”

12. image: www.apple.com
70% of children in
households with a tablet
device are using it
- Steve Smith, minonline.com

13. PC world named the iPad
the best toy of the year for
young children.
- ABC News
image: weheartit.com

14. 75%
of moms
regularly hand
their phones
over to the
kids
- ABC News
image: singlewithoutkids.com

15. "My daughter (13 month) and I
love it as my phone doesn't get
chewed or dribbled on. The
free apps are very nice and it
also stops your child making
calls or purchasing poker chips
as mine used to! Well worth the
money! Brill!"
image: Fisher Price website

16. “Some say that Starbucks, traditionally a coffee joint for
grown-ups, may be trying to grow its business by making
some of its drinks appealing to kids to ensure that they
are customers for life.”
-Erica Sagon, The Arizona Republic

17. Children Brands
Adult Brands

18. 1. Could the high cost of these electronics
create a digital divide between children
based off their parents’ incomes?
If funded by the school board, wealthier districts
may find the cash they need more readily. Funding
will slow down the adoption rate for other areas.
image:
momlogic.com

19. 2. How young is too young for
technology?
PBS did a study showing benefits in kids 3 to 7, but for
infants and toddlers, there doesn't seem to be any.
"(We) recommend that children under the age of 2 don't have
any screen time whatsoever."
image: http://www.thepleb.net/ -iPadinsight.com

20. 3. Is pressing materialistic
values on your children good
for their self image and self
esteem?
There is a marked decrease in self-esteem
during the pre-teen years that corresponds
with a sharp increase in materialism
- Craig and Marc Kielburger, The Globe and Mail

21. Children should
understand
the brand’s values,
and why
you value them.

22. Thank
you for
viewing!

23. Sources:
ABC News: “Parent Debate: Do iPads and Smartphones Really Teach Toddlers to Read?” by Becky Worley (2011)
http://abcnews.go.com/Technology/parent-debate-ipads-smartphones-teach-toddlers-read/story?
id=13626381#.T2kmyGKkAbo
Advertising Age: “The New Female Consumer: The Rise of the Real Mom” by Marissa Miley and Ann Mack (2009)
http://gaia.adage.com/images/random/1109/aa-newfemale-whitepaper.pdf
DVF.com: “DVF Hearts Gap” (2012)
http://www.dvf.com/inside/Article/inside-dvf-acticles/dvf-hearts-gap
Forbes: “Why Kids And Parents Now Aspire To The Same Brands” by Bridget Brennan (2012)
http://www.forbes.com/sites/bridgetbrennan/2012/03/12/why-kids-and-parents-now-aspire-to-the-
same-brands/
The Globe and Mail: “How to break the brand-name grip on your kids” by Craig and Marc Kielburger (2012)
http://www.theglobeandmail.com/life/giving/ask-the-kielburgers/how-to-break-the-brand-name-grip-on-
your-kids/article2366676/
iPadinsight.com: “Study Shows iPads in Kingergarten Class Improve Literacy” by Patrick Jordan (2012)
http://ipadinsight.com/ipad-in-education-2/study-shows-ipads-in-kindergarten-class-improve-literacy
L.A. Times Fashion: “Diane von Furstenberg celebrates new Gap Kids line” by Booth Moore (2012)
http://latimesblogs.latimes.com/alltherage/2012/03/diane-von-furstenberg-new-gap-kids-line.html
Min Online: “The Touch Generation: Kids Are Tablet-Empowered” by Steve Smith (2012)
http://www.minonline.com/news/19974.html
Understanding E-Branding.com: “Children’s Advertising Through Social Media” by Carly (2012)
http://understandinge-branding.com/childrens-advertising-through-social-media/