People remember stories. In fact, they crave for them. This is why, narratives matter, especially in this age of content explosion.

 

We consume too much content, get stimulated too easily and bored, even faster. Storytelling is the most important of all marketing ingredients. It is the x factor that can help in the long run. And this element becomes all the more important for brands in the kid’s category. Let’s take a look at some of the most successful brands in the segment, and how they connect with their audience.

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‘More than Cute’ was an interesting campaign from Carter’s that chose to connect with the new age parents and break through the clutter of cute imageries usually associated with the category, by presenting a stark reality; kids can be messy, and their wears can get dirty easily, which is why you need something that’s functional and easy. The approach here is to shift from the general marketing trends of the category, while still holding onto the brand’s core identity, which has been established over more than a century. Scrolling through their social media account, one gets a sense of the Millenial and Gen-Z friendly, almost scroll-worthy content, which they deliver on a regular basis. It’s easy to sell, once you have found resonance with your target group.

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Another brand that exemplifies brilliant communication in the category is Gap. There is a childlike wonder and curiosity in their communication. Just take a look at their ‘Back to School’ Campaign.

 

The handwritten notes by kids add that nuance and simplicity, which can work wonders when it comes to communication. Gap relies on pushing for True Originality, and letting kids embrace their individuality and freedom, ideals that the young parents look forward to. The product here, adds a layer to the kid’s identity.

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When it comes to toys, no other brand seems to be as iconic as Lego. From TVCs to social media campaigns to brand affiliations to even a movie franchisee, the brand has succeeded in staying relevant through the ages, even as their end consumers grew and shifted to parenting. Over the last few years, Lego has stayed in line with the changing customer tastes, and utilized pop culture to ignite interest in users. While creating product ranges like the one with Pokemon and F1 Racing help make this connect, they have also expanded their product range drastically and also given focus to inclusivity in their communication angle. The campaign ‘She Built It’ tries to break the stereotype of builders being men, which also is a way to push their product range towards girls.

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And nothing is girly as much as Barbie. Another brand that has grown leaps and bounds over the years, using strategy and a keen eye for the changing times. While opinions are far and varied about the 2023 movie, the effect on the market seems to be positive, with a strong sales boost. Prior to the movie’s release, they had over a hundred brand collaborations, including one with Airbnb, which let fans stay at areal Barbie-themed house at Malibu.

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They also had a range of merchandising, along with steady influencer campaigns, that helped up with the hype to the movie’s release. Considering the current cultural scenario and the changing perception of women’s rights, staying relevant and profitable is tricky for a brand like Barbie. While sticking onto their brand’s core image, they have also addressed inclusivity with campaigns like ‘Give Limitless Possibilities’, communicating how Barbie could be anything, and so could kids.

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On the other hand, brands like Nike Kids rely on utilizing the parent brand’s identity and follow a similar communication pattern. By focusing on aspirations and the power to be something, the campaign titled ‘Why Do It’ presents a cinematic atmosphere, calling for the need to try. The film features iconic sports figures, but tries to connect with the younger audience, motivating them to Just Do It, which acts as the landing line in the film.

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A competitor, Adidas too relies on the parent brand’s core identity, building on their ‘Own the Game’ baseline, with campaigns like ‘You Got This’. However, unlike Nike, they address the peer pressure angle and the real competitive spirit, that can frighten young athletes, yet reassures them in the end. Both these brands are in effect, presenting a more open scenario, where young kids can or may fail, and yet should enjoy the game.

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When one attempts to discuss brands in this category, it would be ignorant to leave out Disney. Here’s a brand that has evolved, growing into newer segments and avenues, partly through acquisitions and partly through its core resource, creativity. While we look at the children-centric brands under Disney, one can understand the power of storytelling and how their media channels contribute to their merchandising asset category, among others. Their ‘Disney Magic Moments’ is a good example of a brand platform that has been extended to multiple campaigns, the iconic theme park and even to celebrate fan moments. By targeting families, through multiple spaces, the brand has successfully built on its family-centric brand image.

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If at all there is one thing all these brands and their approaches teach us, it is that communication in the kid’s segment requires great effort and the ability to adapt to the changing times. While storytelling remains the core strength of all these brands, understanding the psychology of parents and addressing their needs and wants is the first step. But more than that, a brand needs to have courage, because sometimes just being loud is a nuisance and people tend to avoid noise at all costs, especially with all the many options around. One needs to figure out the brand’s core truth, simplify it and utilize narratives to speak their brand truth, time and again. Because, as they say you can only sell to someone who has utmost trust in you.

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So the question to ponder over for brands in the segment is how relevant are you in this age of conscious living, mindful parenting and constant slew of social media judgments.

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How ahead or behind are you, right now? And most importantly, have you earned the trust that will keep your business steady, down the years.

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