According to information from the CNDL, the expectation for this year’s date is that the amount moved will be greater than that of 2021
Children’s Day is one of the most important dates for commercial sales in Brazil. Celebrated on October 12, this year it should generate R$ 13.68 billion in trade, according to a survey carried out by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brasil) in all capitals. The estimated value for this year is higher than last year, which was R$ 10.93 billion.
According to the survey, 73% of Brazilian consumers must go shopping to give gifts to children. On average, consumers intend to buy 2.2 gifts and spend around BRL 241.60 on the purchase, an increase of BRL 42 compared to 2021. According to the survey, among respondents who are going to buy gifts, more than a third (44%) intend to spend the same amount as last year and 17% intend to spend less. Already 29% intend to spend more than on Children’s Day 2021.
A behavioral characteristic that has already been observed in other years shows that children and young people are, every day, moving away from the traditional games of age, preferring to connect to virtual content. The ICT Kids Online Brazil survey, released in August and carried out with 2,600 people aged between 9 and 17 years, showed that 93% of the children and adolescents approached use the internet on a daily basis with their smartphone.
Specialized in the creation of strategies, formats, content and management of digital media plans for children and adolescents, the multinational Kids Corp has recently launched a guide, through its Askids data and insights arm, developed to guide the advertising market on the different sub-segments that make up the children’s audience, with behavioral and media consumption data.
The study covered the different age groups of children and adolescents, from 0 to 3 years old to 16 years old. In conclusion, it says that these audiences differ in tastes, influences, favorite categories and behavior over the years. The change, which represents a year or two, is significant. For this reason, it is essential that advertisers and advertising agencies know how to identify sub-genres in order to carry out a successful strategy.
Demian Falestchi, co-founder and CEO of Kids Corp, says that with children you can’t generalize, their tastes and habits are constantly evolving, because of digitalization, and, thanks to the internet, they have universal access to content. The fact of being able to access this unlimited information, at a much younger age, also allows them to develop very varied and distinct interests, passions and fanaticisms, depending on their age and gender. This is a moment when brands begin to build a relationship of loyalty with children and adolescents, so it is very important that they understand the differences that exist between the different sub-segments, in order to make more efficient decisions in their business.
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The Giga Gloob APP launched, on the 1st of October, a cross-platform marketing promotional campaign announcing a 28% discount for those who subscribe to the annual subscription plan between the 1st and 16th of October, with the possibility of paying the total amount in 12 times of R$ 5.90. The promotion of the Children’s Month is a great opportunity to guarantee the fun of the little ones throughout the year with a low monthly cost investment. Another novelty is that, in addition to all the offerings that Giga Gloob already makes available, with content built from a rich curatorship entirely dedicated to children, October still has the arrival of incredible launches, including original projects, reveals Tais Martins, head of Globo kids digital products.
And The Walt Disney Company Brazil launched the All Children’s Day campaign – Playing that People Grow. In it, in addition to offering a complete line of licensed products for the period, the company presents four educational digital games from the Mickey & Friends, Pixar, Marvel and Disney Princess franchises, developed specifically for the campaign. Aimed at children and families, some games teach Brazilian Sign Language and all have accessibility for children with conditions such as color blindness, low vision, dyslexia, deafness and reduced mobility, among others.
The games are now available for free, and will be available until October 13, on the Children’s Day website, without the need to download any type of application. QR codes will also be available to access the site at more than 3,500 physical and digital points of sale that are part of the campaign. In addition, for each access to the games, Disney will donate R$ 1 to Instituto Serendipidade (up to a limit of R$ 141,000), a non-profit association that works with the inclusion of people with intellectual disabilities. The NGO’s purpose is to transform society’s view of the inclusive theme.
For this year’s Children’s Day, O Boticrio launched, in partnership with Pantera Negra, from Marvel, the Anthem of Courage, a manifesto designed to inspire the feeling of trust that exists within each and every child. Created by AlmapBBDO, the project integrates the launches of the children’s lines Quasar Next Wakanda and Sophie Wakanda, in addition to being starring the singer, songwriter and actress Negra Li.
Mattel, one of the largest toy manufacturers in the world, bets on a children’s icon aimed at girls: the Barbie doll. Among the novelties, the dolls present concepts of diversity and inclusion. As for the boys, nostalgic items with the collection of He-Man and the Masters of The Universe along with the launch of the new season of the character’s animation on Netflix. The spirit of adrenaline and competition stays with the Hot Wheels releases, developed and tested in the brand’s laboratory, the Play Lab. Mattel’s campaign for the date has been running throughout Globo’s programming since October 1st. The cross-platform action also brings together wide digital distribution.
Cartago, Grendene’s sandals brand, launched its campaign for Children’s Day at the end of September, with videos and pieces published on social networks. It has as protagonists the brothers Gil (@belagil and @bemgil) and the family of influencer Natasha Freitas (@diariodefamilia). Both have a strong presence of nature in their daily lives, with true and genuine stories, addressing the importance of playing outdoors in the development of children. Focusing on parents and children, the action aims to draw attention to the need for tranquility and reconnection with nature, bringing a feeling of calm to the soul.
With the theme Ser Criança Brincar, Cartago created a narrative in which the analogue is shown as the main support for an escape from the online world.
The brand understands that the children’s universe is driven by imagination and parents should encourage fun in an educational way. In the campaign, Cartago encourages activities in nature with their children. In this way, the child can be himself, in the most genuine way, playing and understanding the environment in which he is inserted, feeling at home, even though he is not inside it.
(Crdito: Kira auf der Heide on Unsplash)
