times and heroes
DESCRIPTION
How communication with kids has been changingTRANSCRIPT
Understand the conversation with kids in and out of category and realize implications for kids brands
OBJECTIVE
DECODING THE CONVERSATION
TODAY, KIDS ARE RAISED BY CHILDREN OF THE 80s
AND ITS IMPOTANT TO KNOW THE HISTORY OF CONVERSATION WITH KIDS AS WE KNOW IT
CODES IN FOCUS:GOING BEYOND CATEGORY
and many more
books toys games
heroes brands cartoons
ERAS IN FOCUS:
DUSK OF USSR MICKEY KINGDOM KID AS A PROJECT
eighties: nineties: 2000s:
THE EIGHTIES:
DUSK OF USSR
1980s: Be good and don’t stand out
characters are innocent and reflect shared good values
last generation of naïve children is playing with last generation of naïve toys
raised to love nature
and value home…
they’re taught to play fair game, for the last decade
cartoons teach kids real friendship
genuine kindness
unpretentious innocence
and kind guidance
Even anti-heroes are depicted in a way that you want to make them better, not punish them
Naughty elements also make their way to soviet children
While some of the favorite heroes deliver a social message
Innocent hero• Kindness• Naivety • Harmlessness
• Friendliness
Kind Storytelling • Happy end• Healthy moral• optimistic
Alternative character• Charismatic• Naughty• Witty
Lovable Antagonists• Funny• Naïve• Not scary
Friendship/Togetherness
Didacticsevery story offers a lesson to learn
Soviet edutainment aimed at playful development of a good citizen
THE NINETIES:
WELCOME WEST
«Cам за себя должен уметь постоять»
«А если все с крыши прыгнут, ты тоже прыгнешь?»
While parents where trying to survive, children consumed the new entertainment without much control.Things have arrived that kids have never seen before: brands, ads, Disney cartoons, computer games.
Chaotic new-coming mass cultureteaches kids different values: thirst for fun, need for constant excitement, competitiveness, hedonism and consumerism
Be CoolBe strong!Be determent!Defend yourself!Be a team player!Have fun!
Main hero is a team, a
corporation with common goal
Evil is not so funny anymore
Stories full action and dynamics grip attention and won’t let go
sexy female characters inspire girls instead of childish dolls of the past
Kids are exposed to the new theme: Money and money-driven conflicts
girls dream is to become beautiful
boys dream is to become cool
THE 2000s:
KID AS A PROJECT
The concept of modern parenting sees kids physical and development as a carefully planned project
Kids are well-taught by mass culture to look for never-ending entertainment
toys & products around movie heroes
THE WORLD IS DEVIDED INTO 2
KIDS DEVELOPMENTKIDS ENTERTAINMENT
IMPORTANT TO MOMSDESIRED BY KIDS
Action, dynamism is an inevitable heritage of nineties
Collectible heroes leave children hungry for more.
What’s hot today, will be forgotten tomorrow. Consumption cannot stop.
Just one toy is no longer enough. Toy story evolves till the room is full of dozens
While parents thoroughly plan their kids development, marketplace helps them
Branded web-sites offer new options how to play with kid together
Modern parents know the rules bakugans game
Playing with kids is no longer a duty, but fun time together and development opportunity
Latest Cartoons are created by psychologists, not cartoonists
Self-improvement and edutainment make a comeback
Kids write letters to Smeshariki
As today parents grew up in USSR, good old cartoons and films with a moral and didactics make a huge comeback
Brands and products follow this trend
A new function for a parent is to protect kids from monsters and give them a
push for the development of their mind, body and character
the battlefield is children’s souls
This battlefield is continued in brand communications
vs.
Innocent heroes
Naïve stories
Kind guidance
Didactic lessons
Fun is above all
Competitiveness
Dynamism
Consumersim
Never-ending entertainment
Edutainment (playful
Development)
New naïve
Having fun together
with parents
residual dominant emerging
Didactics Entertainment Development
Kids communication evolution
THANK YOU