The document discusses how kids communication and entertainment has evolved over different eras from the 1980s to today. It summarizes that in the 1980s in the Soviet era, entertainment focused on innocent heroes who taught genuine kindness and naivety. In the 1990s, as Western influences came to post-Soviet countries, entertainment shifted to focus more on being cool, fun, and competitive. By the 2000s, the concept of parenting became seeing a child's development as a planned project, and kids entertainment increasingly focused on toys from movies and never-ending stimulation.

2. OBJECTIVE
Understand the conversation with kids in
and out of category and realize implications
for kids brands

3. DECODING THE
CONVERSATION

4. TODAY, KIDS ARE RAISED BY
CHILDREN OF THE 80s

5. AND ITS IMPOTANT TO KNOW THE
HISTORY OF CONVERSATION
WITH KIDS AS WE KNOW IT

6. CODES IN FOCUS:
GOING BEYOND CATEGORY
books toys games
heroes brands cartoons and many more

7. ERAS IN FOCUS:
eighties: nineties: 2000s:
DUSK OF USSR MICKEY KINGDOM KID AS A PROJECT

8. THE EIGHTIES:
DUSK OF USSR

9. 1980s: Be good and don’t stand out

10. characters are innocent and reflect shared
good values

11. last generation of naïve children is playing
with last generation of naïve toys

12. raised to love nature
and value home…

13. they’re taught to play fair game,
for the last decade

14. cartoons teach kids real friendship

15. genuine
kindness

16. unpretentious
innocence

17. and kind
guidance

18. Even anti-heroes are depicted in a way that you want to make
them better, not punish them

19. Naughty elements also
make their way to soviet
children

20. While some of the favorite
heroes deliver a social message

21. Innocent hero
• Kindness
• Naivety
• Harmlessness
• Friendliness

22. Kind Storytelling
• Happy end
• Healthy moral
• optimistic

23. Alternative character
• Charismatic
• Naughty
• Witty

24. Lovable Antagonists
• Funny
• Naïve
• Not scary

25. Friendship/Togetherness

26. Didactics
every story offers a lesson to learn

27. Soviet edutainment aimed
at playful development of
a good citizen

28. THE NINETIES:
WELCOME WEST

29. «Cам за себя должен уметь постоять»
«А если все с крыши прыгнут, ты тоже
прыгнешь?»

30. 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.

31. Chaotic new-coming mass culture
teaches kids different values: thirst for fun,
need for constant excitement,
competitiveness, hedonism and consumerism

32. Be Cool
Be strong!
Be determent!
Defend yourself!
Be a team player!
Have fun!

33. Main hero
is a team, a
corporation with
common goal

34. Evil is not so
funny anymore

35. Stories full action
and dynamics grip
attention and won’t
let go

36. sexy female characters
inspire girls instead of
childish dolls of the past

37. Kids are exposed to the new
theme: Money and money-
driven conflicts

38. girls dream is to become beautiful

39. boys dream is to become cool

40. THE 2000s:
KID AS A PROJECT

41. The concept of modern parenting sees kids physical and
development as a carefully planned project

42. Kids are well-taught by mass culture to look for never-
ending entertainment

43. toys & products around movie heroes

44. THE WORLD IS DEVIDED INTO 2
KIDS ENTERTAINMENT KIDS DEVELOPMENT
DESIRED BY KIDS IMPORTANT TO MOMS

45. Action, dynamism is an
inevitable heritage of nineties

46. Collectible heroes leave children hungry for more.

47. What’s hot today, will be forgotten tomorrow.
Consumption cannot stop.

48. Just one toy is no longer enough. Toy story evolves till the
room is full of dozens

49. While parents thoroughly plan their kids development,
marketplace helps them

50. 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

51. Latest Cartoons are created by psychologists, not
cartoonists

52. Self-improvement and edutainment make a comeback

53. Kids write letters to Smeshariki

54. As today parents grew up in USSR, good old cartoons and
films with a moral and didactics make a huge comeback

55. Brands and products
follow this trend

56. 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

57. This battlefield is continued in brand
communications
vs.

58. Kids communication evolution
residual dominant emerging
Didactics Entertainment Development
Innocent heroes Fun is above all Edutainment (playful
Naïve stories Competitiveness Development)
Kind guidance Dynamism New naïve
Didactic lessons Consumersim Having fun together
Never-ending entertainment with parents

59. THANK YOU