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The Coming War for Moms: Part 2February 26, 2009
Last month I posted a blog entry about the power of Wii and its ability to grab the bedrock of toy buying: The mom. I commented as follows: “We have for a number of years been losing children…We held on, however, to the bedrock of consumer discretionary spending on children: Mothers. As long as we had the moms directing traffic we were still okay... Well, that may be coming to an end. This Christmas Wii came and stole them away. Moms love Wii.” I may not be the only one who thinks there is a major shift taking place. In a February 24, 2009 New York Times article entitled “An Industry Is Booming, but Not Just for Gamers” we got a chance to peek inside the “12th annual Interactive Achievement Awards, the Oscars of gaming.”
One of the speakers at the event was Anita Frazier of NPD. Anita is a toy and video game specialist with whom many of us are familiar from her annual presentation of NPD data at ToyCon. Well, hear is what she had to say to the gaming industry:
In other words, everyone is a "gamer." I think it also means that the toy industry needs to reconsider who it’s demographic is as well. Perhaps a similar reappraisal might mean that product selection and marketing might change to include everyone who plays with toys and not just children. An approach for the toy industry that goes after teens, tweens, adults and seniors might just mean a dramatic increase in revenues as well as an enhanced relevance to a society that wants to play, no matter what their age. Posted by Richard Gottlieb on February 26, 2009 | Comments (1)
March 15, 2009
In response to: The Coming War for Moms: Part 2 NateS commented: I have a USB-controlled rocket launcher which launches soft foam rockets. I purchased it for my office off a geek-toys website. In an environment where computer usage can be tightly restricted, there are still opportunities for other amusements to fill the void. I think it is considerably easier to market towards children and teens, but the one controlling the money is always your target. If the parent has a toy to enjoy, they will be more apt to find value in providing that experience to their children.
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