Our third and final set of predicted trends in the kids market have come about from what is happening as a result of a backlash to the changing world. The need to re-balance aspects of technology, marketing communications and stereotyping that have gone too far in a particular direction.
7 - Back 2 Basics – Re-balancing screen time, work-life balance, Offline activities are being encouraged by parents and are second nature in the playground in school. This also includes families encouraging more time in the great outdoors, greater efforts to make family time, activities that require no spending and the simple often outdoor activities and traditional family games. As one girl in our trends survey put it "I've started skipping but I don't think it's new!"
8. Gender equality – A greater move away from gender stereotyping (pink for girls, blue for girls). Stronger female characters taking the lead in films with DC Super Hero Girls on the horizon and play experiences that are more accepting of the wider interests of both genders.
9. Uniqueness – We're seeing a greater recognition and celebration of different personalities and interests. Going away from stereotyping kids and fitting them into big boxes. A good example of this is the award winning Lottie Dolls "Childlike dolls, that empower young minds and nurture individuality through play".
Another example of this is the over-used phrase of ‘millennials’ we constantly hear about.
Research we did for Thinkbox identified that within the term millennials (16-24 year olds) there were 9 different lifestyle situations driving their choices, particularly in relation to media. It is impossible to engage with people on a meaningful level based on such a broad brush approach without fully understanding their situation and needs. Accepting the full spectrum of interests and personalities that kids and young people have and the different family types, habits and beliefs.
There are great opportunities that lie in generating a more detailed understanding of these differences and creating messages and products that fit better.
We’re in the middle of interesting times for children and families. We are learning to use the successes of the past, using technology to improve how we engage and communicate with kids in the future whilst continually learning and adapting to achieve a healthy balance for our children and ourselves.