Research report by KIDSPLAYTESTtm looking at whether UK consumers approve or embrace gender stereotyping and labelling of toys, games & kids entertainment content
Tweens are a very complex group! Do you know what they care about most? The first step is to know your tween audience. Stay engaged with their likes and dislikes which will give them the opportunity to fall in love with YOUR brand. Unlock the passion of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire, and positively change behaviors. Lastly, don't forget about the parents! Simultaneously connect with parents because although tweens are driving demand, they aren't driving themselves anywhere.
How can you make tweens a part of your brand?
This presentation was given after a 2 week solo UX project during the fall 2014 UX Design Immersive in Boston. The client is fictional and the prototype is just a concept, but the experience of designing for the brief was fun and very real.
Tweens . . . not Kids, not Teenagers - The 'in-between' Age1 HQ
This is my MA Advertising dissertation - The goal of the document is to provide ad agency's, clients, and current/ furture tween brands with a platform to begin their tween campaign. From this you will be able to get a sense of who exactly tweens are, what they do, how they think, and the best methods to reach them. My role in an ad agency is that of an account planner - a position that researches, finds strategies & provides insights. I approached my dissertation from a planner's perspective & really enjoyed the hundreds of hours I spent researching and writing about tweens. I would kindly appreciate any comments and feedback! Thanks - Colleen
A brief, but insightful overview of the European Toy Market, written by a leading Toy Industry Consultancy. For more insight go to www.stevenreece.com.
Leading consumer research company specialising in consumer insight with kids. Experts in testing toys, games, kids TV shows, virtual worlds, apps and other forms of entertainment for children.
Methodology including: kids focus groups, kids discussion groups, product testing, advertising and communications research with children, packaging execution, concept review etc.
For more details go to: www.KidsBrandInsight.com or www.stevenreece.com
Tweens are a very complex group! Do you know what they care about most? The first step is to know your tween audience. Stay engaged with their likes and dislikes which will give them the opportunity to fall in love with YOUR brand. Unlock the passion of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire, and positively change behaviors. Lastly, don't forget about the parents! Simultaneously connect with parents because although tweens are driving demand, they aren't driving themselves anywhere.
How can you make tweens a part of your brand?
This presentation was given after a 2 week solo UX project during the fall 2014 UX Design Immersive in Boston. The client is fictional and the prototype is just a concept, but the experience of designing for the brief was fun and very real.
Tweens . . . not Kids, not Teenagers - The 'in-between' Age1 HQ
This is my MA Advertising dissertation - The goal of the document is to provide ad agency's, clients, and current/ furture tween brands with a platform to begin their tween campaign. From this you will be able to get a sense of who exactly tweens are, what they do, how they think, and the best methods to reach them. My role in an ad agency is that of an account planner - a position that researches, finds strategies & provides insights. I approached my dissertation from a planner's perspective & really enjoyed the hundreds of hours I spent researching and writing about tweens. I would kindly appreciate any comments and feedback! Thanks - Colleen
A brief, but insightful overview of the European Toy Market, written by a leading Toy Industry Consultancy. For more insight go to www.stevenreece.com.
Leading consumer research company specialising in consumer insight with kids. Experts in testing toys, games, kids TV shows, virtual worlds, apps and other forms of entertainment for children.
Methodology including: kids focus groups, kids discussion groups, product testing, advertising and communications research with children, packaging execution, concept review etc.
For more details go to: www.KidsBrandInsight.com or www.stevenreece.com
Boys and girls who are only children must often face social stereotypes and stigmas that label them as selfish, bratty, and spoiled. 'Onlies', as they are sometimes called, have different experiences with family and friends than those from multiple-child families.
Today there are some 14 million only children in America, representing about 20 percent of all kids, according to the U.S. Census Bureau.
In this panel we discussed the overall situation within the MENA gaming region. We compared the MENA gaming sector with the European gaming industry, discussed the potential that lies in MENA for gaming and what needs to be done to catch up with the rest of the world.
Here's a quick sneek peek at what you can expect at the 2012 edition of the Big Boys Toys UAE show - the Middle East's greatest luxury lifestyle consumer event!
An Designer with extensive experience in creative design and construction in luxury retail. Successfully accomplished over more than 100 projects distributed across the
Middle East, with adherence to quality and timelines by effective and efficient organization, management and resource utilisation. A strong team player with leadership skills.
I am willing to take the next step in my career to challenge current achievements and gain further heights in my profession.
Commitment to Student and Student LearningAdults must be alert.docxclarebernice
Commitment to Student and Student Learning
Adults must be alert to sexed-up images targeted at very young girls ZOSIA BIELSKI Globe and Mail; Published Tuesday, Jun. 09, 2009 4:00AM EDT; Last updated Thursday, Mar. 10, 2011 4:25PM EST
They troll gossip blogs, pore over Miley Cyrus videos and eyeball toy store shelves. They're not preteens, but a crew of early childhood educators on a mission: to show parents and teachers what their five- to 11-year-old charges are ingesting.
The educators from the University of Toronto's Ontario Institute for Studies in Education are meeting with teachers across North America to drive home the message that consumerist culture is sexualizing girls, and early onset puberty is worsening the problem.
The educators want to deepen elementary school teachers' understanding of media. They will present their research, entitled the Pink Project, at a U.S. National Association for the Education of Young Children gathering in Charlotte, N.C., next week.
Early childhood education specialist Kimberly Bezaire spoke to The Globe and Mail.
Why are you looking at girls aged 5 to 11 specifically?
There's so much research on teens and that three- to five-year-old range, but so little from 5 to 11. Biology and branding are really changing the ways these girls are growing up today.
What do you mean by biology changing?
Accelerated puberty - early onset puberty. It's commonplace now for a certain percentage of girls to be having their period when they're 8. We still haven't gotten a clear answer on that one. Body mass index is one of the speculations, and also environmental conditions. Then it's coupled with acceleration in social maturity and high achievement pressures. Girls excel but it's a double-edged sword: Along with that comes an obsessive perfectionism.
You look at digital characters. What do you mean by that?
Miley Cyrus, the G-rated [actress] on Nickelodeon who seems so wholesome - she doesn't stand alone: There's Hannah Montana, clothing, products, YouTube videos, her Vanity Fair photo, her fashion photos in all the tabloid magazines, and there's 24/7 access to those things. [Colleague] Shelley Murphy wanted to be Laurie Partridge when she was growing up. The most personal information she could learn was her star's height, weight and favourite toothpaste. Now, the girls mine and know every single little detail - who [Ms. Cyrus] is dating, what she wants to wear and buy, who she's posed in her underwear for, what picture she took in the shower to send to which boy and that she wants to have breasts like Katy Perry. We found from our interviews with parents that they often aren't aware of the extent of information their girls know and make sense of.
And how do they make sense of it?
That's the complicated question. Making a YouTube video of yourself in a push-up bra and a tank top when you're 10 years old and having adult men subscribe to your [channel] - that's what we're seeing. They're looking at media ...
CMC2016 - How To Become a Top 5 Global Kids BrandDubit
This presentation from Dubit focuses on how kids are consuming data.
With reference to case studies from Lego, Minecraft and Candy Crush, we look at the 3 commonalities that the top 5 kids brands share in generating content that connects multiple generations.
Presentation on understanding and preventing bullying by stephen carrick davi...Stephen Carrick-Davies
A series of slides designed for parents on understanding and preventing bullying - both online and offline. The focus on this presentation is how we build empathy and resilience in YP. Please note that these slides act as a backdrop to more intensive training, group work and discussion.
Families
Peer Relations, Play, and Television
The Self, Gender, and Moral Development
Parenting styles
Adapting parenting to developmental changes in the child
Cultural, ethnic, and social class variations in family
Siblings relationship and birth order
The changing family in a changing society
Depressed parents
Adapting Parenting to Developmental Changes in the Child
Human Growth & Development HHG4MFinal ExamAll questions ca.docxwellesleyterresa
Human Growth & Development HHG4M
Final Exam
All questions carry equal marks
Use examples to illustrate your answers
Q1. “You cannot predict the outcome of human development. All you can do is like a farmer create the conditions under which it will begin to flourish.” ― Sir Ken Robinson. How does this relate to varies theories of human development? Use examples and related to theories in your answer.
Q2. “Attachment to a baby is a long-term process, not a single, magical moment. The opportunity for bonding at birth may be compared to falling in love--staying in love takes longer and demands more work.” T. Berry Brazelton. How does this relate to varies theories of attachment? Use examples and related to theories in your answer.
Q3. Agents of socialization provide critical information for children to function as members of
society. Identify at least three (3) agents of socialization and how each of them contributes to socialization. Use examples to illustrate your answer.
Q4. Write short notes on any five of the following (use examples to illustrate your answers):
i. neuroscience
ii. brain wiring
iii. pruning
iv. Pituitary Gland
v. Community Supports
vi. Morality
vii. active rebellion
viii. Environmental Pollutants
ix. Maternal Nutrition
x. Toxoplasmosis
xi. The Role of the Unconscious
Human Growth & Development – an Overview
Unit 1 Test
Attempt all questions. Use examples to illustrate your answer.
1. What is the difference between human growth and development?
2. What are the characteristics of development?
3. What is a family?
4. Identify and define the strands of development (P.I.E.S). Provide an example for each type of development.
5. Define nature and nurture. Explain how both nature and nurture play a role in human growth and development.
6. Four major theorists have been discussed in this unit -- Erik Erikson, Jean Piaget, Kohlberg and Bronfenbrenner. Whose theory, in your opinion, best explains this stage of human development and why? Use examples to illustrate your answer.
Human Growth & Development – Brain Development in the Early Years
Unit 2 test
Attempt all questions. Use examples to illustrate your answer.
Q1. How is the brain “wired”? What are “windows of opportunity” in relation to brain development? What happens to the brain when it doesn't get the things it needs?
Q2. What are the impacts on the child as a result of the following having an impact on the mother’s health: (write short notes on any 5)
· Rubella
· Environmental Pollutants
· STDs
· Toxoplasmosis
· Medical Care
· Stress
· Alcohol or drugs
· Smoking
· Prescription Drugs
Q3. Environmental deprivation has drastic negative consequences on ‘normal’ development. In A child was deprived of the following:
· attachment & bonding,
· social interaction,
· play,
· roper healthy nutrition,
· regular exposure to language
· verbal communication.
For each type of deprivation mentioned, identify a minimum of two potential negative consequences on ...
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
2. Originally Hasbro’s in-house market researcher, followed by brand and commercial roles.
Conducted research with thousands of kids and parents and holds two market research qualifications.
We’ve researched dozens of iconic and hit toy brands, kids entertainment content both in the UK, across Europe and beyond.
Now leading consumer research Consultancy working with toy, game & kids entertainment brands.
Toy & Game Playtesting
Brand positioning research
Advertising research
Content/audience/interactive testing
Following findings draw on direct consumer feedback AND broader kids entertainment brand knowledge and experience.
3. In recent times the topic of kids entertainment, toys and gender stereotyping has become contentious.
Several leading retailers have changed in store signage from ‘Boys’ and ‘Girls’ to more descriptive labels following pressure on them from certain consumer groups.
Toy companies appear to continue to look at the world of toys from the standpoint of ‘Boys’ & ‘Girls’ still.
We wanted to gauge consumer opinion & to look at current reality of how kids entertainment brands and toy companies in particular are dealing with this issue to see whether companies are out of tune with ‘general’ majority consumer perceptions/opinions on this issue.
4. 1. Investigate how consumers view gender & gender stereotyping in toys and kids entertainment content.
2. Gauge whether toy & kids entertainment companies are out of step with the majority consumer perspective of this topic.
5. •All testing conducted in the UK only.
•Testing via KBI’s proprietary KIDSPLAYTEST™ methodology.
•KIDSPLAYTEST ™ takes a collection of toy/game/content into a UK school for live testing with kids.
•KIDSPLAYTEST ™ runs once every school half term i.e. roughly once every 2 months.
•Over several months we conducted 32 Qualitative discussion groups with children ages from 5-11.
•For this project, we tested during multiple KIDSPLAYTEST™ sessions at schools in the South and North of the UK, and conducted additional In depth discussions with several dozen parents.
7. The extent to which gender differences are natural versus learnt (the nature/nurture debate) are beyond the scope of this study.
However, there is no doubt based on both this project, but more broadly on our 16+ years of research with children and parents that gender stereotyping influences behaviour, preferences and consumption of children.
Toy and kids content companies clearly play a part in re- enforcing that via colour coding and gender labelling.
We wanted to find out whether this is a reflection of what consumers in this space want/accept, or whether it’s going against the grain of the majority…
8. In general, parents and children are overwhelmingly comfortable with/accepting/even encouraging of the accentuation of gender differences by kids entertainment content and toys.
Many expressed confusion at why this would even be questioned – it’s just accepted as the way things are.
10. GIRLS
BOYS
•Overwhelmingly boys embrace gender stereotypes in terms of perceptions, preferences and behaviours i.e. active/physical/aggressive play, action and conflicts between good & evil.
•Clear social compliance in effect i.e. for boys to make any positive association with girls , or things perceived to be ‘for girls’ , such as the colour pink ,leads to public humiliation for boys.
•“Girls are rubbish!” “Err pink is rubbish coz it’s for girls!”
•Overwhelmingly girls accept the gender stereotypes i.e. softer, more nurturing, often more creative play patterns and media preferences.
•Those girls preferring more aggressive physical play (i.e. stereotypically ‘boy’ patterns) often have to deal with discouraging comments from parents/adults in general.
•The majority of girls fully accept and embrace pink as ‘for girls’.
11. PARENTS
•In most* cases parents are reinforcing stereotypes in some shape or form whether consciously or sub- consciously.
•Generally accept gender stereotypes as they see the clear and obvious differences between men and women, despite centuries of social change.
•Will occasionally challenge their own preconceptions when facing a specific issue with their children i.e. my son or daughters wants to do something and it’s not the done thing, but that isn’t going to stop my child!
* Note: there are clearly exceptions , but they are exceptions to the overall general perception.
12. SURPRISE SURPRISE…
•The same gender stereotyping in effect on the whole.
•No significant change in attitudes of parents/kids in general.
•General confusion at the stereotypes being questioned in terms of kids learning the expected role of their gender.
14. Pink is very clearly seen as being ‘for girls’. Positively embraced by the majority* of girls, positively rejected by the majority of boys.
* Note, a small minority of girls don’t like/buy into the pink thing, but this research suggests that’s a small minority view...
15. •When we questioned several dozen kids and parents of both genders about the potentially excessive or offensive use of pink to label something as being for girls we found literally no individuals who objected, although we did find a few who opted out of the stereotype.
•In general though, pink being ‘for girls’ was viewed as being practical and helpful when looking for things to buy for girls – in the same way as Department stores label gifts as ‘For Her’ or ‘For Her’.
17. Most boys & girls at that school expressed agreement/acceptance with these gender labels because they preferred the particular books they were being directed to.
This book display was in a school library where we conducted some sessions of this research.
18. Based on negative PR around this issue, gender labelling clearly appears to strongly offend some people, but in general for the majority, based on our research, gender labelling is seen as a non issue at least, and often seen as useful/practical by kids and parents.
19. •It’s possible for sure, but there is a long way to go/major barrier to be hurdled before anything fundamentally changes, because…
•…today’s parents, grandparents, teachers, and other adults were brought up with gender labelling/stereotyping as the norm, and they are at least as strong a factor as toy or kids entertainment companies based on this research.
•Tomorrows parents are being brought up in a gender stereotyped world with adult and media influences encouraging/supporting/driving gender stereotypes.
20. Overall findings suggest clear majority acceptance of gender stereotypes in terms of roles adopted by boys and girls.
This is supported/heavily influenced/reinforced by parents in most instances, although sometimes by default more than by design.
For toy companies and kids content companies looking at investing at risk in products or programming this research supports a pragmatic approach geared towards supplying what most consumers want in terms of accepting/delivering on gender stereotypes, while avoiding blatant and overt gender labels likely to offend the minority who object to labelling/gender stereotyping.
Those individuals who want to see social change, and are willing to invest at risk to try to buck the trend with stereotype busting products may find niche opportunity, and over time positively influence social change, but for most toy companies it seems risky to embrace this contrarian direction at this point in the absence of consumer sentiment/motivation/demand.
21. •KBI’s proprietary KIDSPLAYTEST™ methodology takes a collection of toy/game/content into a UK school for live testing with kids aged 5-11 years.
•KIDSPLAYTEST ™ effectively operates as a qualitative omnibus - we take 3-4 separate products/TV shows/topics to test.
•Delivering confidential top level consumer research/testing at budget price. By testing multiple products/projects, we ensure valuable insight delivered at fraction of cost of dedicated project for clients who wouldn’t necessarily access research otherwise.
•You get what you pay for though – we can only test simpler concepts/products via this method. More complex products/content/projects will need standalone studies!
•KIDSPLAYTEST ™ runs once every school half term i.e. roughly once every 2 months.
•Open to all, but limited availability – strictly 1st come, 1st served, we do get booked in advance, plse contact us asap to book in.
MORE INFORMATION: http://www.kidsbrandinsight.com/kidsplaytest
22. More information/to book your products for consumer testing:
www.KidsBrandInsight.com/KIDSPLAYTEST