A new approach to segmenting the global child

Proposes a new approach to segmenting which is based on mindset rather than on gender, age or lifestyle. Distinguishes four different primary play dimensions, which correspond to four mindsets: the play dimensions are inner‐directed, other‐directed, reality, and fantasy, and these correspond to the mindsets of achievers, collaborators, leaders, and dreamers. Explores the relative strength of these mindsets in various countries, as determined by their culture. Shows how marketers need to recognise these segments in their communications and new product development.