Understand the conversation with kids in and out of category and realize implications for kids brands

OBJECTIVE

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

and many more

books toys games

heroes brands cartoons

ERAS IN FOCUS:

DUSK OF USSR MICKEY KINGDOM KID AS A PROJECT

eighties: nineties: 2000s:

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

Didacticsevery 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 that kids have never seen before: brands, ads, Disney cartoons, computer games.

Chaotic new-coming mass cultureteaches kids different values: thirst for fun, need for constant excitement, competitiveness, hedonism and consumerism

Be CoolBe 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 DEVELOPMENTKIDS ENTERTAINMENT

IMPORTANT TO MOMSDESIRED BY KIDS

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 rules bakugans game

Playing with kids is no longer a duty, but fun time together and development opportunity

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, body and character

the battlefield is children’s souls

This battlefield is continued in brand communications

vs.

Innocent heroes

Naïve stories

Kind guidance

Didactic lessons

Fun is above all

Competitiveness

Dynamism

Consumersim

Never-ending entertainment

Edutainment (playful

Development)

New naïve

Having fun together

with parents

residual dominant emerging

Didactics Entertainment Development

Kids communication evolution

THANK YOU