New Research: A Digital Marketing Guide to Attract the Kid Consumer

February 2, 2021 | Kids’ screen time rose up to 50 percent in 2020, as everything from playdates to learning to entertainment shifted into digital environments, according to new research from SuperAwesome, the kidtech firm that helps developers and brands build kid-friendly online experiences and advertising. To help toy companies remain competitive, The Toy Association is sharing this resource, which pairs insights on the evolution of kids’ digital consumption and platforms with tactical recommendations on how to pivot digital marketing strategies for 2021.

“The Essential Kids Digital Marketing Guide for Toy Companies” explores how changes in kids’ digital consumption offer new opportunities for on- and off-screen engagement and how parent purchasing habits have shifted amid the pandemic to create a new digital purchase funnel. It also addresses the importance of taking an omnichannel approach to advertising and providing context across different platforms to best reach target audiences.

The results of this 10-page report are based on a survey of 512 children ages 4-9 and 762 parents of children ages 1-9 in the U.S. conducted by The Insights People on behalf of SuperAwesome. Toy companies can access the report here.