Kids request for Holiday gifts were more hi-tech then ever.

An article from the Sunday telegraph titled " Look what Santa's got in store for us- This year will see the kids Christmas stockings stuffed full of the very latest in hi-tech gadgetry" published on December 16, 2007 talks about kids wish lists for the upcoming holiday season. They found that they were overflowing with hi-tech expensive toys. DMAG magazines study showed that the average kids wish list was around $500. Parents and experts are contributing this increase to the amount of marketing that is being aimed at children.

Due to this marketing, children's awareness for high tech, sophisticated toys are on the increase. Kids did not only ask for a certain type of product, like a digital camera, but are asking for certain brands. Today kids brand awareness seems to be higher then ever before. Robert Day, the national toy buyer for Kmart says "increased media exposure and high disposable incomes means kids today are very brand-aware, and they demand greater choice of products." Companies are going out of their way to ensure that their product is the one chosen.

Some popular toys on kids lists this year were expensive products such as a LEGO technic motorized bulldozer for $249.99, a Fisher price smart cycle for $199, and a Vtech Kidizoom Digital Camera for $119 (images below).





In order to reach these kids, marketers must learn how children today are influenced to purchase a certain product. Research has shown that the vast majority of kids buy products due to peer pressure. Kids want what their friends have and are feeling pressured to have the cool new gadgets. This makes marketing very difficult due to kids quick changing taste.

Marketers are targeting children younger and younger, today as little as pre schooler kids. Children in today's society are so pressured to be "cool" that simply wearing the wrong shirt, or not having the right toy can be social suicide. Therefore, parents are forced to spend money, sometimes money they do not have, to keep their kids happy. This article does a good job in presenting this issue.

Sunday Telegraph (Australia), December 16, 2007, LOCAL; Pg. 12, 970 words, MIAWLING LAM, ELLE HALLIWELL