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OBJECTIVE



Understand the conversation with kids in
and out of category and realize implications
for kids brands
DECODING THE
CONVERSATION
TODAY, KIDS ARE RAISED BY
  CHILDREN OF THE 80s
AND ITS IMPOTANT TO KNOW THE
  HISTORY OF CONVERSATION
  WITH KIDS AS WE KNOW IT
CODES IN FOCUS:
GOING BEYOND CATEGORY



books     toys    games




heroes   brands           cartoons   and many more
ERAS IN FOCUS:

eighties:      nineties:        2000s:




DUSK OF USSR   MICKEY KINGDOM   KID AS A PROJECT
THE EIGHTIES:
DUSK OF USSR
1980s: Be good and don’t stand out
characters are innocent and reflect shared
                good values
last generation of naïve children is playing
with last generation of naïve toys
raised to love nature




                        and value home…
they’re taught to play fair game,
for the last decade
cartoons teach kids real friendship
genuine
kindness
unpretentious
innocence
and kind
guidance
Even anti-heroes are depicted in a way that you want to make
them better, not punish them
Naughty elements also
make their way to soviet
children
While some of the favorite
heroes deliver a social message
Innocent hero
•   Kindness
•   Naivety
•   Harmlessness
•   Friendliness
Kind Storytelling
•   Happy end
•   Healthy moral
•   optimistic
Alternative character
•   Charismatic
•   Naughty
•   Witty
Lovable Antagonists
•   Funny
•   Naïve
•   Not scary
Friendship/Togetherness
Didactics
every story offers a lesson to learn
Soviet edutainment aimed
at playful development of
a good citizen
THE NINETIES:
WELCOME WEST
«Cам за себя должен уметь постоять»
«А если все с крыши прыгнут, ты тоже
             прыгнешь?»
While parents where trying to survive,
children consumed the new entertainment
without much control.
Things have arrived t...
Chaotic new-coming mass culture
teaches kids different values: thirst for fun,
need for constant excitement,
competitivene...
Be Cool
Be strong!
Be determent!
Defend yourself!
Be a team player!
Have fun!
Main hero
   is a team, a
corporation with
  common goal
Evil is not so
funny anymore
Stories full action
and dynamics grip
attention and won’t
let go
sexy female characters
inspire girls instead of
childish dolls of the past
Kids are exposed to the new
theme: Money and money-
driven conflicts
girls dream is to become beautiful
boys dream is to become cool
THE 2000s:
KID AS A PROJECT
The concept of modern parenting sees kids physical and
      development as a carefully planned project
Kids are well-taught by mass culture to look for never-
                 ending entertainment
toys & products around movie heroes
THE WORLD IS DEVIDED INTO 2




  KIDS ENTERTAINMENT   KIDS DEVELOPMENT

   DESIRED BY KIDS     IMPORTANT TO MOMS
Action, dynamism is an
inevitable heritage of nineties
Collectible heroes leave children hungry for more.
What’s hot today, will be forgotten tomorrow.
         Consumption cannot stop.
Just one toy is no longer enough. Toy story evolves till the
                   room is full of dozens
While parents thoroughly plan their kids development,
               marketplace helps them
Branded web-sites offer new options how to play with
kid together




                           Modern parents know the r...
Latest Cartoons are created by psychologists, not
                   cartoonists
Self-improvement and edutainment make a comeback
Kids write letters to Smeshariki
As today parents grew up in USSR, good old cartoons and
films with a moral and didactics make a huge comeback
Brands and products
  follow this trend
A new function for a parent is to protect
  kids from monsters and give them a
push for the development of their mind,
   ...
This battlefield is continued in brand
communications




                            vs.
Kids communication evolution

residual             dominant                 emerging




 Didactics          Entertainment...
THANK YOU
Times and heroes
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How to be a hero to your kids
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How communication with kids has been changing

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Times and heroes

  1. 1. OBJECTIVE Understand the conversation with kids in and out of category and realize implications for kids brands
  2. 2. DECODING THE CONVERSATION
  3. 3. TODAY, KIDS ARE RAISED BY CHILDREN OF THE 80s
  4. 4. AND ITS IMPOTANT TO KNOW THE HISTORY OF CONVERSATION WITH KIDS AS WE KNOW IT
  5. 5. CODES IN FOCUS: GOING BEYOND CATEGORY books toys games heroes brands cartoons and many more
  6. 6. ERAS IN FOCUS: eighties: nineties: 2000s: DUSK OF USSR MICKEY KINGDOM KID AS A PROJECT
  7. 7. THE EIGHTIES: DUSK OF USSR
  8. 8. 1980s: Be good and don’t stand out
  9. 9. characters are innocent and reflect shared good values
  10. 10. last generation of naïve children is playing with last generation of naïve toys
  11. 11. raised to love nature and value home…
  12. 12. they’re taught to play fair game, for the last decade
  13. 13. cartoons teach kids real friendship
  14. 14. genuine kindness
  15. 15. unpretentious innocence
  16. 16. and kind guidance
  17. 17. Even anti-heroes are depicted in a way that you want to make them better, not punish them
  18. 18. Naughty elements also make their way to soviet children
  19. 19. While some of the favorite heroes deliver a social message
  20. 20. Innocent hero • Kindness • Naivety • Harmlessness • Friendliness
  21. 21. Kind Storytelling • Happy end • Healthy moral • optimistic
  22. 22. Alternative character • Charismatic • Naughty • Witty
  23. 23. Lovable Antagonists • Funny • Naïve • Not scary
  24. 24. Friendship/Togetherness
  25. 25. Didactics every story offers a lesson to learn
  26. 26. Soviet edutainment aimed at playful development of a good citizen
  27. 27. THE NINETIES: WELCOME WEST
  28. 28. «Cам за себя должен уметь постоять» «А если все с крыши прыгнут, ты тоже прыгнешь?»
  29. 29. While parents where trying to survive, children consumed the new entertainment without much control. Things have arrived that kids have never seen before: brands, ads, Disney cartoons, computer games.
  30. 30. Chaotic new-coming mass culture teaches kids different values: thirst for fun, need for constant excitement, competitiveness, hedonism and consumerism
  31. 31. Be Cool Be strong! Be determent! Defend yourself! Be a team player! Have fun!
  32. 32. Main hero is a team, a corporation with common goal
  33. 33. Evil is not so funny anymore
  34. 34. Stories full action and dynamics grip attention and won’t let go
  35. 35. sexy female characters inspire girls instead of childish dolls of the past
  36. 36. Kids are exposed to the new theme: Money and money- driven conflicts
  37. 37. girls dream is to become beautiful
  38. 38. boys dream is to become cool
  39. 39. THE 2000s: KID AS A PROJECT
  40. 40. The concept of modern parenting sees kids physical and development as a carefully planned project
  41. 41. Kids are well-taught by mass culture to look for never- ending entertainment
  42. 42. toys & products around movie heroes
  43. 43. THE WORLD IS DEVIDED INTO 2 KIDS ENTERTAINMENT KIDS DEVELOPMENT DESIRED BY KIDS IMPORTANT TO MOMS
  44. 44. Action, dynamism is an inevitable heritage of nineties
  45. 45. Collectible heroes leave children hungry for more.
  46. 46. What’s hot today, will be forgotten tomorrow. Consumption cannot stop.
  47. 47. Just one toy is no longer enough. Toy story evolves till the room is full of dozens
  48. 48. While parents thoroughly plan their kids development, marketplace helps them
  49. 49. Branded web-sites offer new options how to play with kid together Modern parents know the rules bakugans game Playing with kids is no longer a duty, but fun time together and development opportunity
  50. 50. Latest Cartoons are created by psychologists, not cartoonists
  51. 51. Self-improvement and edutainment make a comeback
  52. 52. Kids write letters to Smeshariki
  53. 53. As today parents grew up in USSR, good old cartoons and films with a moral and didactics make a huge comeback
  54. 54. Brands and products follow this trend
  55. 55. A new function for a parent is to protect kids from monsters and give them a push for the development of their mind, body and character the battlefield is children’s souls
  56. 56. This battlefield is continued in brand communications vs.
  57. 57. Kids communication evolution residual dominant emerging Didactics Entertainment Development Innocent heroes Fun is above all Edutainment (playful Naïve stories Competitiveness Development) Kind guidance Dynamism New naïve Didactic lessons Consumersim Having fun together Never-ending entertainment with parents
  58. 58. THANK YOU
  • LizBarillas

    Aug. 28, 2016
  • alimayes

    May. 10, 2012
  • deadmanwalks

    May. 10, 2012
  • alex_and_r

    May. 10, 2012

How communication with kids has been changing

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