Gotta Have My (Barbie) MP3

Ever more kids use digital music players—and advertisers catch on
By Laila Weir,  Newser User
Posted Jan 21, 2008 2:18 PM CST
The MADE FOR ME MP3 Music Player from Playskool(R) is among the Toys"R"Us Fabulous 15. (PRNewsFoto/Toys R Us)   (Associated Press)
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(Newser) – Digital music players are hot—even with the lunchbox set: A recent study shows 31% of 6 to 10-year-olds use them. This means a whole new market for kid-themed players, accessories, music and video, reports Advertising Age. Indeed, players aimed at children have proliferated in the past two years. “They have a whole wall of them in Toys 'R' Us," said one researcher.

Parental hand-me-downs, lower prices and more choices may account for the growing number of young users. An analyst suggested advertisers who want to exploit this new market adopt a positive angle for kid-targeted products, such as including smaller headphones with limits on volume and age-appropriate music. Apple already lets parents limit the volume on their childrens' players.