The New Target Demographic: Babies

Marketers increasingly focus on infants
By Evann Gastaldo,  Newser Staff
Posted Oct 1, 2011 1:19 PM CDT
The New Target Demographic: Babies
Babies: the new target demo.   (Shutterstock)

(Newser) – Remember the plan Disney came up with earlier this year to stalk the maternity ward for potential new customers? Turns out that’s not an isolated incident, it’s a full-on trend. The new hot demographic for many brands to target today is infants to 3-year-olds, Adweek reports. Until recently, marketers ignored babies and tots. Now, they’re hoping that the earlier a kid is introduced to their logos and characters, the earlier said kid will develop a preference for their brand.

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Sure, it doesn’t seem so weird when you’re talking about infant-appropriate products like cereal or toys, but consider that expensive designers now have lines for kids (including diapers), Audi has branded teddy bears, Maclaren teamed up with a candy store to offer co-branded strollers, and yes, even a handheld device for babies now exists. “Babies don’t distinguish between reality and fantasy, so they think, ‘Let’s get them while they’re susceptible,’” says one marketing consultant. Will it work? Well, one study shows American children can recognize 100 brand logos by age three. Check out Adweek for the full story. (Read more marketing stories.)

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