How to engage with today’s kids

How to engage with today’s kids Focuses on the challenge of reaching the young consumer, the kidsumer, in the sophisticated media world of today. Identifies four key mindsets for children: exploration, expression, exchange, and excitement; the retail environment is the critical point of interaction between brands and customers, and the “playtail” concept involves the design of new retail spaces for brands which emphasises both interaction and fun. Illustrates this with a case study of the toy maker LEGO’s brand stores, and especially its new store design at Bluewater; the brand has successfully used the concept of playtail by stimulating both child and adult within its customers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610410814328
Publisher site
See Article on Publisher Site

Abstract

Focuses on the challenge of reaching the young consumer, the kidsumer, in the sophisticated media world of today. Identifies four key mindsets for children: exploration, expression, exchange, and excitement; the retail environment is the critical point of interaction between brands and customers, and the “playtail” concept involves the design of new retail spaces for brands which emphasises both interaction and fun. Illustrates this with a case study of the toy maker LEGO’s brand stores, and especially its new store design at Bluewater; the brand has successfully used the concept of playtail by stimulating both child and adult within its customers.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Sep 1, 2004

Keywords: Shop design; Children (age groups); Brands; Toys; United Kingdom

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