“The New Definition of Childhood” Global Kids Study

A first-of-its-kind global kids study, The New Definition of Childhood, surveyed over 4,200 children ages 6-12 years across 12 countries (U.S., Canada, UK, France, Germany, Spain, Poland, Brazil, Mexico, Japan, China, Australia).  Conducted by The Marketing Store Worldwide, in partnership with an independent research vendor, the report focuses on global kids’ lifestyles, including: value/aspirations, technology usage, leisure activities (e.g., hobbies, sports), purchase influence, favorite toys/games and nutritional attitudes/behaviors.  In addition, it includes the “Global Kids Happiness Index” which examines children’s happiness around the world, as well as insights into how “marketing to kids” is perceived by both kids and their moms.

This site houses an on-going series of essays to be rolled out from 2012-2013, each of which focuses on a different topic from the survey. If you have any questions about the study, please let us know.


U.S. Kids and Nutrition: Making a Difference Research

This white paper was written in partnership between KidSay and The Marketing Store Worldwide by Terence Burke and Bob Reynolds of KidSay and Renee Weber and Robert Pieper of The Marketing Store Worldwide.

KidSay is a full service research company focused on working with kids to provide the most complete and current information and insights to companies that want to reach kids. KidSay offers both quantitative and qualitative services.


About The Marketing Store Worldwide

As one of the largest brand activation agencies in the world, The Marketing Store Worldwide delivers tangible interactions that engage people, influence purchase and build brands. Its approach, “Inspiration: Applied” – delivers inspirations that compel people to act within flawlessly executed programs that drive consumer behavior. Areas of expertise include: CRM, loyalty programs, digital, direct, and consumer promotions. We specialize in creating and sustaining high-value customer relationships for clients such as Coca-Cola, McDonald’s, L’Oreal, and Nissan. The Marketing Store Worldwide has offices across the globe in 12 countries and is part of the HAVI Group, a privately held company headquartered just outside Chicago. Follow @marketingstore on Twitter or visit http://www.themarketingstore.com.


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