Focuses on the challenge of reaching the young consumer, the kidsumer, in the sophisticated media world of today. Identifies four key mindsets for children: exploration, expression, exchange, and excitement; the retail environment is the critical point of interaction between brands and customers, and the “playtail” concept involves the design of new retail spaces for brands which emphasises both interaction and fun. Illustrates this with a case study of the toy maker LEGO’s brand stores, and especially its new store design at Bluewater; the brand has successfully used the concept of playtail by stimulating both child and adult within its customers.
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