You see them everywhere, in their Benetton sweaters, high-top sneakers and Swatch watches. They`re the new arbiters of fashion, and they can make or break a pop star or TV show overnight.
They`re the ”tweeners,” that seemingly ubiquitous segment of the population that ranges in age from about 7 to 14. And to product vendors, they`re the most wondrous occurrence to hit retailing since the charge card.
Now makers of high-tech electronics gear are aiming their marketing guns at these millions of American youths with a new generation of audio, video and computer products designed just for them.
”We`ve observed the trend in cosmetics, in jewelry, in clothing and in toys,” says Sony`s Thomas Harvey, and it`s clear that children have become more sophisticated than ever before” and they warrant an electronics line of their own.
Indeed, according to the Yankelovich Youth Monitor, which tracks children`s behavior, kids 6 through 15 claim to have influence in many of their own family`s electronics buying decisions, affecting choices in video movies, radios, TVs and VCRs, personal computers and CD players.
Combine this with the spending power they wield-far greater than that of their generational predecessors-and it`s no wonder companies have turned their attentions to this younger audience.
”Kids want to be able to use electronics products,” says Ellen Duggan of Fisher-Price, by far the veteran player in this growing field. ”But many adult products are too complicated or too expensive or not designed for them to operate.”
From a technological standpoint, the electronic entertainment gear that`s being marketed for kids differs little from its grown-up counterpart. ”These products are not toys,” says Sony`s Harvey of his line. ”They are high-quality electronics for children.”
Rather, alterations have been made in the design, cosmetics and durability. Bright colors, high-impact plastics, rounded edges and oversized buttons are among the accommodations that manufacturers have made for the younger set. ”We try to make the design youthful, but not too toy-like,”
says Panasonic`s Gene Kelsey. ”Kids are pretty sophisticated; they want a real product, not something that is recognizable as a toy.”
But don`t think these kiddie gadgets come cheap. Although many can be acquired for the cost of a few weeks` allowance, most require a little financial aid from Mom and Dad. And some . . . well, that`s what grandparents and gift-giving are all about. –
