Hook 'Em While They're Young

It works for the tobacco industry – o.k. bad example. Illegal and unethical products aside, the concept of introducing brands to children as a way to create loyalty can be a very successful and lucrative marketing strategy. I was looking through a Christmas toy catalog last night, when I noticed many mainstream brands that are being manufactured as toys for kids.

For example, T-Fal has come out with an entire toy kitchen. This has come a long way since the Easy Bake ovens of Christmas’s past. But it really got me thinking; how do these “branded” toys affect brand loyalty among children?

Even Tiffany & Co. has a line of products for babies and small children. My fiancée and I recently bought a Tiffany & Co. branded piggy bank for our goddaughter’s 2^nd birthday. We bought it because of our relationship with the brand – only the best for Sophia. And then something happened. When we handed her that signature blue box with the little white bow, she said, with pure admiration and her limited vocabulary, “Pretty.”

I thought, “Wow, they’ve already got her.” Now when she grows up and starts dating, no gift from any boy will have quite the same effect if it doesn’t come in that signature blue box. Granted, this will be the result of many years of reinforcement through exposure to Tiffany & Co. advertising and her mom’s admiration for the Tiffany & Co. brand.

But I think it goes beyond simply introducing brands or providing a line of toys for kids. It is reinforcing the brand and what the brand stands for to kids. For example, if Tiffany & Co. were to offer a line of children’s jewelry for them to play with, it would most likely cheapen the brand. Tiffany & Co. is about obtaining the unattainable. It’s about pure luxury and indulgence. If it is available at any age for any reason, the brand is no longer enticing.

This brings me to my main point. Branding products for kids is a great idea to create and build loyalty, but only if the product reinforces the brand and what the brand stands for.

Many of the brand loyalty studies I’ve read indicate that brand loyalty, especially for the younger generations is extremely low. While I do agree with these studies, I have to wonder why that is. We as consumers are naturally connected to certain types of products that we identify with, so why is the younger generation so anti-brand loyal. Is it because they are truly immune to advertising as much of the generational cohort research says? Or is it simply because no brand has been able to crack the code to the younger generation’s set of desires and really identify with them?