If you are marketing to children in the United States, you will need to pay attention to the following: According to the census bureau, 98% of the population growth in the top 100 American cities over the last decade has come from the Hispanic and Asian populations. What is particularly significant for the toy industry is this quote from a New York Times article, “Minorities lead growth in Biggest Cities:”
The non-Hispanic white population is aging, with the share of women in their childbearing years shrinking. Hispanics, by contrast, are much younger, with a relatively large part of Hispanic women in their prime childbearing years…William H. Frey, a demographer at the Brookings Institution and the author of the report, also said the United States had reached a demographic milestone: About half of all recent births were to minority parents, a shift that will have broad policy implications in the years to come…“Where these large metro areas are now is where the rest of America is headed,” he said. “The old image of the white and black American population is obsolete.”
Simply put, there are a lot more babies of color being born than white ones. Does your packaging and marketing reflect this changing population mix? You may just want to take another look.