Playtime never gets old. As a person ages, the Monopoly board gets replaced with an iPhone and the football with a high-end set of golf clubs, but the fact remains that people never stop playing. From the cradle to the recliner, the only thing that changes in regard to leisure activities is taste. With that in mind, below is some advice on keeping your toy promotions relevant for the proper age group.
GRADE SCHOOL
Early on in this demographic, from kindergarten through third grade, play is often combined with simple educational goals, such as bolstering creativity or encouraging group play. Margaret Dengler, marketing coordinator for Jericho, New York-based WOWline, recommended items like sidewalk chalk, crayons and molding clay to fulfill such a purpose, singling out crayons in particular. “Crayons are by far our best-selling item because they allow kids to express themselves and encourage creativity,” she said. She pointed out these items are ubiquitous at nearly any venue that children visit, from restaurants to municipal organizations like fire or police departments.
Familiarity also is important when working with young children. They tend to gravitate toward what they know, but since their knowledge can be limited, it may be better to keep product choices simple. Weston Parker, marketing director for Douglas Company, Keene, N.H., gave an example.
“Younger elementary age children like breed-specific dogs and cats because they are like pets that they have at home, which can also include wildlife, horses, as well as exotic and jungle animals they might see on TV or in a movie,” he said. He also mentioned gender guidelines often set in early, so stuffed animals may not be suitable for young boys.
TIP FOR WORKING WITH THIS AGE GROUP: “It’s important to have safety certificates readily available for the client,” said Dengler. “When it comes to kids, the number one concern is safety.”
MIDDLE SCHOOL
More dexterous, intelligent and curious, children in this age bracket require more from their entertainment. “At this age, creativity is still important, but the middle school kids tend to need something more lively and challenging,” said Dengler. She recommended games and puzzles, as well as more elaborate toys like foam dart guns and yo-yos.
TIP FOR WORKING WITH THIS AGE GROUP: Safety also is a concern with this age group, so having certificates available is important. “Also, you have [to] try thinking like a kid when you are picking out products. Kids get bored quick, so products that challenge the mind but are fun at the same time are the most successful,” Dengler noted.
ADULTS
High school and beyond might be a bit of a dry patch for traditional toy promotions, but it isn’t long before said kids have become adults, where they come right back into the toy-appreciation fold. Whether it’s increased leisure time, nostalgia for youth or extra money in their pockets, toy promotions once again become a valuable marketing tool for reaching adults. This is not a huge secret to the marketing world, it being a fairly simple task to think of businesses that use toys in their promotional campaigns, like the banking, hotel and airline industries. What may be a little more of a secret is why toy promotions are such an effective choice for adults in the first place.
More than any other age group, adults are bombarded with advertising from nearly every possible source. Toy promotions can break through the mass of advertising noise using something Parker called “soft messaging.” “Soft messaging is a proven marketing technique that employs a tangible, 3-D product that the target audience can interact with tactilely [sic] and emotionally,” said Parker. He stated that toys which are engaging, fun and full of personality are not only more likely to be kept, but also perceived as a noninvasive and valued item. “When a toy or plush animal has these subtle but recognizable characteristics it surprises the recipient (adult or child), using the benefits of ‘pattern interrupt,’ thus neutralizing resistance of the message and enhancing branding.”
TIP FOR WORKING WITH THIS AGE GROUP: “As with any demographic, it’s important to keep the product line fresh and interesting,” said Dengler. “Just like kids, adults get bored too with the same old promotion so it’s important to keep promotions interesting as well as useful.”
