Targeting the Eurokid

Abstract

The interests and reactions of children around the world are much more homogeneous than those of adults, because cultural differentiation progresses with age. The highly differentiated national and class reactions to language, food, religion, sports etc which we observe in adults of different cultures, have not yet evolved in small children, so one might conclude that marketing to children in different countries would not have to consider differences other than language. However, the following examples demonstrate that this is not so: the German market segments for construction toys, models, train sets, and wooden toys, are several times larger than the corresponding segments in the UK. The UK market for military toys is very much larger than the German market and in Spain, large dolls are sold in huge oversized packages, whereas in Germany large dolls are usually merchandised in store without any packaging.

Citation

Dobbie, A. (2000), "Targeting the Eurokid", International Journal of Advertising and Marketing to Children, Vol. 1 No. 4, pp. 303-306. https://doi.org/10.1108/eb027623