Your audience changes, or grows up. Are your products growing with them?
One of the biggest mistakes toy companies make is to assume that girls outgrow toys. It’s not that they outgrow toys, dolls and the like – their tastes grow up a bit and they get tired of constantly being told their toys need to involve pink, bows, puppies and kittens. I know this because I’m a Girl Scout troop leader. I watch my 11-year-old daughter play in the privacy of our home with… BARBIES. but these are no longer the dolls clad in pre-streetwalker, skin tight, tart clothes, stereotypical “careers” of veterinarians, teachers, cooks. These girls mix it up. Hair gets cut, duct tape enlisted for a more suitable outfit and weapons donned so they can keep up with the action figures “boys” play with. Superhero dolls – have you seen the ones depicting girls? Geeky male fantasy dolls. Perfect roll models.
Time to keep your audience loyal and buying new products. You have to evolve with them. You have to anticipate their more sophisticated and experienced taste. Why are the “girl” Lego sets filled with puppies and kitties and shopping? Is that all you think girls are interested in? No wonder you lose your audience Mattel and Lego – you are disrespectful that they are beyond pink,sparkles and dress up heels. Thank you for the Katness doll. Thank you for Leia. Shame on you for Amidala. Encourage girls to grow, explore, travel – and not as a flight attendant. Depict them as the leaders. A token Barbie for President doesn’t cut it.
Those of you who do not make toys – learn from these lessons. Are you continuing to offer products and services to your clients of the past, or will they outgrow you and move on to the next company that offers them products to grow on?