Analyses the impact of the Teletubbies on the children’s branded market since 1997, reflecting the belief of creators Ragdoll and the BBC that children must be at the core of all brand‐driven activity, but with parent communication also vital. Shows the ways in which Teletubbies provide an...

Explains the importance of texting in order to market to youth using the highly popular SMS channel. Outlines the guidelines that Flytxt has produced for clients designing a campaign, in order that youngsters are protected from inappropriate content or direct marketing and do not incur excessive...

Reports research by Sherbert Research on how children view the TV and how it fits into their lives, especially the differences between multichannel and terrestrial‐only homes, and the impact of scheduling and of the electronic viewing guide (EVG) on viewing. Describes the research methodology,...

Explores the attitudes of children in Malaysia’s competitive children’s market towards TV advertising, and how this affects their spending; children influence the market as immediate consumers, as influencers of their parents and other people, and as future adult consumers. Outlines the...

Reports a case study of the award‐winning Action Man Final Combat campaign for Christmas 2003; the 36‐year old Action Man toy is the flagship brand of Hasbro, but was in decline and lacked “talkability”. Shows how the TV campaign used an interactive vote campaign which allowed children to...

Compares toy commercials in France, Germany and Italy in relation to globalisation, which is claimed to produce a uniform consumer culture. Investigates the roles performed by different territories (international, national, regional and local) in advertising directed at children of these...

Reviews “The Obesity Epidemic: Science, Morality and Ideology” by Michael Gard and Jan Wright, finding that it challenges currently established thinking on obesity which finds expression in cliche phrases like “couch potato” and “ticking time‐bomb”. Shows how, according to this...