The document discusses current trends in youth electronics, highlighting the significance of in-store purchasing due to consumer preferences for product interaction and the impact of packaging and merchandising on sales. It emphasizes the competition in the market, particularly regarding private labels and brand partnerships, while also noting the importance of adapting to economic conditions and leveraging technology in marketing efforts. Digital Blue aims to engage consumers through innovative products and collaborations, thereby tapping into emerging market opportunities.

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Current Trends in Youth Electronics : Just the Facts
Retailer Loyalty and Sales
Youth Electronic Trends
#1 reason to purchase - convenient store location
#2 reason to purchase - 75% shoppers prefer one
stop shopping vs. speciality stores
Consumer Purchasing Behavior
78% of buyers prefer stores vs. on-line allowing
opportunity to see product before purchasing
70% of buyers have price in mind and
search for products that meet criteria
Key Drivers of In -Store Purchasing Decision
Price Point
World Toy Sales in 2008 were $78 Billion Packaging
Youth electronic category continues to increase Floor Placement/Merchandising
market share in toy industry In-store promotional mixes
Fancy designs & gimmicks key way to attract buyers Age Compression
Making a revolution in toy industry. Kids are
Consumerʼs spending down in economic times becoming older
Holiday Sales represent 50% of annual sales Did you know?
A decade ago...
Households with kids 4-14 years old Girls up to age 10 played with Barbie
Own on average 11 electronic devices Today...
-Younger kids - educational Age 5
-Older kids - cell phones, digital cameras & PDMP
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Protection of Intellectual Property is major Private Label in electronics straggles behind
Challenges/Threats
concern. Manufacturing overseas limits control the general trend. Increasing every year -
of digital content and product design since Currently accounts for 20% of electronic
multiple competitors share same factory base business. Vendors such as Walmart could grow
this area in order to beat competitors in price
point war.
Merchandising and Product Placement on
retailerʼs floor Erosion of Tween/Teen market
Did you know?
Fierce Competition
Feb. 2009 Hasbro abandoned “tween”
Could be eliminated from mass merchants
electronics category as tweens & teens
as they tr y to narrow their vendor base
prefer the “real thing” vs. the toy style
Casio & Viacom versions.
Leap Fr og & Sakar
Vtech & Sanario
Fisher Price
Spy Gear, Mattel, & Bratz
Bandai & Webkinz
Wild Planet
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Smile!
Positioned for Growth
Competitive price makes product attractive
during the current economic climate
Future plans to incorporate social media
Face Book, Twitter, etc...into marketing mix
will help engage consumer and make product
more relevant to consumer
Licensing: Partnering with powerful Brands Roll out Nov 2009 on-line purchases
and developing exclusive, innovative product
to expand target markets
Regular release of Innovative Product - new Engaging with consumer Digital Blue has
product is the #1 driver of growth offered contests such as annual movie creator contest
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Dance!
Digital Blue has established relationships
with big box retailers. Analysis of purchasing FOR
Positioned for Growth
behavior shows most electronic purchases
are made at mass merchants.
JOY
Costco & Kohlʼs
Fr yʼs Electr onics
Meijer &Target
Walmar Us
Sears, Kmart, Toys R
t &
Best Buy & JC Penney
Limited Too
Did you know?
Walmart and Target represent nearly
50% of U.S. toy market
Did you know?
78% of Buyers prefer stores vs. on-line
because ability to see/interact with
product before purchasing
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Contribute
Collaborate with licensees and vendors to
AND HAVE create fresh product & eye-catching packaging
What I Can Do for You
SOME FUN! Product Design - Fresh color and design
Product Packaging
Add Brand identity to pac kaging
Call out special features of product
Make product stand out!
Leverage licensees and accounts for product
and consumer trends and insights
Research market for competitors and
industry trends
Understand parents and gift givers
key purchasing decisions
Analyze booking and selling reports
Partner with sales, accounts, and licensees
to create impactful Brand presentations and
sales tools
Merchandising and Promotional ideas
to generate sales and grow revenue
Evaluate account product mix and look
for new opportunities to sell-in.
Engage customer with Brand by utilizing
technology and expanding marketing
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Eric Carleʼs
What I Can Do for You
art is distinctive and instantly recognizable
Digital Blue can enter the hot preschool market
- connecting with families and children. Gaining
their brand loyalty early on and retaining business
into tween and teen years. Partner with well
known names and create innovative, imaginative
product.
Eric Carle is a world celebrated and beloved
author and illustrator of childrenʼs books. He
innovatively creates picture books which capture
the imagination and hearts of young children.
The Very Hungry Caterpillar, his best known
work, has eaten its way into the lives of millions
of children all over the world. It has been
translated into more than 47 languages and
sold over 29M copies.
Did you know?
In addition to entertaining, electronics
can also foster creativity, learning skills
and decision making.
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C a r e e r O b j e c t i ve s
Career Checklist
Melissa Ewers
A team environment where diverse opinions are
encouraged out of a common understanding that
this will create better product. Collaboration and
inspiration are expected
To develop and grow a brand/product that kids love
Join a company with an innovative culture where I can
make significant contributions and bring a unique perspective
Entrepreneurial culture with ability to wear many hats,
visibility and growth potential within the company
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