Att.: new contact data: Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34. Presentation given by Gerda Van Damme at Book Ville 2016 in The Loop, Antwerp, Feb 29 2016. Overview of trends in kids & family marketing early 2016.

1. TRENDS IN KIDS- &
FAMILIE-MARKETING
GERDA VAN DAMME
DREAMMACHINE KIDS (HEAVEN CAN WAIT / CRONOS)

2. #TrendsInKidsMarketing

3. WE LOVE KIDS

4. #MillennialMumsWantFun #WeLoveKids
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5. #KidsAreTheFuture #KidsCentricSociety

6. KIDS GROW OLD YOUNGER

7. #KidsCentricSociety #KidsGrowOldYoung

8. THE MAKER MOVEMENT

9. #TheMakerMovement #KidsGrowOldYoung
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10. #TheMakerMovement #KidsGrowOldYoung #CodeMania

11. #TheMakerMovement #STEM #CodeMania #CreateYourOwnPlay 11

12. COCREATION

13. #CoCreation
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14. #CoCreation

15. 3D PRINTING

16. #3d-printing #CreateYourOwnPlay

17. VIDEO

18. #YoutubeRules #Minecraft

19. #NewHeroes #YoutubeRules #Collectibles

20. CONNECTED DOLLS

21. #ConnectedDolls

22. STORY TELLING

23. #StoryTelling #TheInclusiveExperience
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24. #StoryTelling #UserGeneratedMarketing #Unboxing

25. IT’S ABOUT THE EXPERIENCE

26. #EndOfOwnership #LiveTheExperience #HelpfullBrands
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27. #EndOfOwnership #LiveTheExperience
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28. HELPFUL BRANDS

29. #EducatingBrands #ResistanceAndGrowingRegulation
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30. #EducatingBrands #ResistanceAndGrowingRegulation

31. #HelpfulBrands #KGOY

32. NEW READING
EXPERIENCES

33. #EBookListings
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34. #LeaveThePageBehind
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35. DIVERSITY

36. #Diversity

37. #Diversity

38. #Diversity

39. HEALTH AND CULINARY
EDUCATION

40. #CulinaryEducation #Health

41. #CulinaryEducation #Health

42. COLLECTIBLES

43. #Collectibles #Minecraft

44. SMART TOYS

45. #SmartToys #CoCreation #Fame 45

46. #DisconnectTheKids #SmartToys
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47. video ghast
#Drones & #Robots #SmartToys #Minecraft
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48. DIGITAL IS BAD

49. 49© Dreammachine - p
Global Kids’ Top 10 Favorite activities
Source: The Marketing Store, Jan 2013
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Play video/computer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor acGviGes (e.g., hiking)
Reading

50. #DigitalIsBadForOurKids
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51. VIRTUAL REALITY

52. #VirtualReality

53. #VirtualReality

54. AUGMENTED REALITY

55. #AugmentedReality

56. KID CULTURE

57. #KidCulture

58. #KidCulture

59. STE(A)M

60. #STEM #GirlPower

61. ECO & AUTHENTICITY

62. #EcoToys #Authenticity
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63. VIRTUAL CURRENCY &
FINANCIAL EDUCATION

64. #FinancialEducation

65. #FinancialEducation #YoungAdults

66. SENSORIAL EXPERIENCES

67. #Edible #Sensorial #Health
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68. #Edible #Sensorial

69. #Edible #Sensorial

70. FAMILY POWER

71. #InclusiveExperiencesForFamilies #HealthyFoodEducation #YoutubeFame
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72. #InclusiveExperiencesForFamilies

73. #InclusiveExperiencesForFamilies #DisconnectTheChild

74. #InclusiveExperiencesForFamilies

75. #InclusiveExperiencesForFamilies

76. THE NEW FAMILY

77. 77© Dreammachine - p
MOVING AWAY FROM THE FORMER
‘NUCLEUS’
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78. DAD MARKETING

79. 79© Dreammachine - p
MARKETING TO DADS

80. 80© Dreammachine - p
Men looking for
back-to-school content
Yahoo, February 2014, Acing the 2014 back-to-school shopping season
Yahoo: half of the visitors on their
back-to-school content are men.
50% 50%

81. THE FAMILY TRIBE

82. 82© Dreammachine - p
SPRITE: THE ‘FRAMILY’

83. 83© Dreammachine - p
JETBLUE: ‘BIOLOGICAL TIES ARE
OPTIONAL.’

84. PRESSURE FOR
PERFECTION

85. 85© Dreammachine - p
copyright: instagram.com/siskaschoeters
Searching for judgement-free zones
91%
of mums have ever
judged other mums
(5% up for Millenials)
Yahoo/Ipsos 2015 ‘Momfessional-
study’)
“Als ik de kinderen in
bed leg, denk ik soms:
'Yes! Ik ben zeven uur
van die kleine fuckers
verlost.”

86. 86© Dreammachine - p

87. 87© Dreammachine - p
... ‘imperfect’ mums
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88. 88© Dreammachine - p
LG: #MomConfessions

89. THE SOCIAL FAMILY

90. 90© Dreammachine - p
Demographic targeting used to be
straightforward...
Female
Married
25-44

91. 91© Dreammachine - p
The family as a consumer –
new dynamics of influence
Female
Married
25-44

92. 92© Dreammachine - p
Kidsfluence
Yahoo, February 2014, Moms’ Online Habits and Preferences
91%
of mums say
kids influence
their grocery
store purchases
27%
of mums say
kids are very
influential

93. 93© Dreammachine - p
The old adagio:
Market to kids and get them to
nag to mum to buy.
1990
The new adagio:
Market to the concensual family
nucleus and get them to chose
your brand together.
2015

94. MOBILE FAMILIES

95. 95© Dreammachine - p
Digital mums own
30 to 40% more devices than
the average Belgian population
Source: Egerie Research

96. CONVENIENCE

97. video on next slide

98. THE WIRED KID

99. #TheWiredKid
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100. #TheWiredKid #ConnectedDolls #StriveForPerfection

101. #TheWiredKid #ConnectedDolls #StriveForPerfection

102. #StriveForPerfection

103. NOSTALGIA

104. #Nostalgia #CreateMemories
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105. RECAP
Family Power
Kids get influence
Empower the kid
It’s a smart & connected world
It’s about the experience
Pressure for perfection

106. Pre-announcement
The Digital Kids Marketing Congress +
The Digital Family Marketing Congress
2 full days
September 2016

107. @GERDAVANDAMME
www.digitalkidsmarketing.com
gerda@dreammachine.be