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Article: Kidding, around.(the new child consumer)
- Article from:
- Entrepreneur
- Article date:
- September 1, 1999
- Author:
CopyrightCOPYRIGHT 1999 Entrepreneur Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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KIDS AREN'T JUST OUR FUTURE - THEY'RE FUELING A BILLION DOLLAR MARKET THAT HAS NOWHERE TO GO BUT UP.
EVERYWHERE YOU TURN THESE DAYS, THERE'S SOMETHING ABOUT GENERATION Y. YOU'VE READ ENOUGH STUDIES ABOUT THIS NEW THEY'RE THE HOT NEW MARKET, AND YOU'RE EXCITED BECAUSE YOU THINK YOU HAVE A GOOD GRASP OF WHAT THEY WANT.
But do you? The one thing you must understand about the boomers' children's market: This group, the "echo boom," is growing up in very different times and, consequently, has very different needs. It's not enough to hand them a Barbie and a box of Legos, or sit them in front of a guy in a dinosaur suit. Kids today are more sophisticated than ...