Category Archives: marketing

Body image season

Swimsuits appear the minute Easter baskets exit store shelves.

This means we’re entering high season for mom alerts to body image, especially among tween girls.

During the last several summers, moms have expressed increasing concern about the overly sexual, inappropriate messages on clothing and in ads.

Some brands have responded by highlighting healthy self-image and moving away from stereotyped body shapes. During the next couple weeks, we’ll see how many companies chose to help girls value and appreciate their bodies.

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Simple or not so simple?

Our oldest grandson has caught the “less is more” mentality.

His room now has an edited look: very few dust-collecting participation trophies and ribbons.

But we’ll see if Minimalist Fever includes Easter. There’s nothing simple or uncluttered about holiday decorations in our neighborhood: bunnies hopping and chicks chirping everywhere!

Toy-friendly films

Marketers can barely hold back their anticipation of the International Toy Fair held each year at this time in New York City.

The reason: an entertainment rich release schedule of kid friendly (ie. toy friendly) films.

This means parents will have another year of kid begging for licensed toys. Hint: prepare for a deluge of superheroes.

Ads with personality

Have you noticed subtle shifts in advertising to moms?

There are more personal story lines and fewer “perfect image” kids and families. Realness is everywhere – even 30 second clips show a variety of emotions.

It will be interesting to see if these shifts are noticeable in Super Bowl ads.

BTS

We’ve moved into the second-biggest retail season of the year: back to school. (BTS)

The two key factors in purchase decisions are students’ desire to look “cool” and discounts.

What started last year has really geared up now: location-based messages so deals pop up when you’re in the store – sometimes in a specific section of the store – in real-time.

Saving money is a big deal considering the average household spends more than $600 on back to school. But don’t let dad shop: he’ll spend 37% more than mom.

CVS land grab

Have your kids missed the candy, yet?

Your CVS might be one of the locations that is substituting healthier food options for candy near the check-out counter.

The move is part of a bigger focus on wellness products, as the chain tries to position itself as a health retailer.

Several years ago, the CVS move to remove tobacco products earned them goodwill. Will repositioning the sweet stuff have a similar impact?

A beary good birthday

Build-A-Bear Workshop is recognizing 20 years in business with a 16 inch Celebration Bear. The special bear has a birthday logo on its paw pad and poseable arms and legs.

Look for in-store parties next Saturday and the twentieth of each month until the “official” birthday Oct 27.