Mumbai: Gone are the days of kids simply consuming what runs on the TV or eating the cereal their parents picked. Rather, in today's consumer landscape, kids wield significant influence over what they watch, eat, or even wear. This influence is amply witnessed in the supermarket aisles and their command over the remote control, as they actively choose products. When kids actively make choices about what they watch and engage with, the rise in screen time becomes a significant factor. Kids now record more screen time, with largely entertainment driving their consumption (nearly 40 minutes). As per Sony YAY!’s SearchLight survey it was discovered that, through OTT platforms, 81 per cent of kids immerse themselves in cartoons and anime. Against this backdrop, it has become critical for kids’ entertainment brands to respond to these shifting preferences, navigate the intricate world of kids’ entertainment and develop a 360-degree ecosystem. It calls for redefining the narrative of engagement to prove that, in the dynamic realm of content creation, it's more than just child's play—it's a meticulously crafted strategy to captivate the hearts and minds of the audiences on screen and beyond.
Extending brands beyond screens
The prevalence of screens and digital devices has amplified brand messages for kids, making them primary consumers and influencers. Thus, it is imperative that marketers engage with kids beyond screens and extend the brand universe to tangible aspects. This helps them unequivocally retain the loyalty of kids for their favourite toons. Licensing and Merchandising in this form offers a powerful avenue for brands to connect with this influential demographic. This was well-observed through the popularity of Naruto in India. After successfully introducing one of the world’s most popular Anime title to India for the first time, Sony YAY! unlocked a huge following for the show that led to consecutive releases of four seasons of the show. The massive fandom also hinted at wanting to engage with the characters beyond screens. Sony YAY!’s collaboration with over 15 brands that cater to young adults saw a huge traction that further demonstrated the strength of the character beyond the television screens.
Elevating brand experiences
While data has proven that kids enjoy screen time, at the same time, they also seek out rich tactile experiences that take the experience beyond the screen. A whole carnival dedicated to their favourite toons feels like a dreamland. Sony YAY!’s Giant Wheel Festival proved to kids that this dreamland exists. With the first edition predating the pandemic and two subsequent festivals held post-pandemic in Mumbai and Delhi in the same year, the platform demonstrated the power of on-ground activations in reaching out to target audiences. The third edition in Delhi held at the DLF Avenue Mall Saket from the 15 to 17 December attracted a heartening footfall of over 8.7K people. With a captivating array of attractions and entertainment, the Giant Wheel Festival was disruptive, innovative, and unconventional experience at its best.
Being in the presence of kids
In today's digital age, engaging audiences through multiple touchpoints is critical for building a strong and lasting connection. Brands that successfully navigate and leverage these touchpoints have the opportunity to create a more immersive and interactive experiences for their target audience. Mobile phone games, in this respect, have emerged as a winning opportunity. The SearchLight survey underscores the fact that nearly half of the kids surveyed express a preference for mobile gaming, with free games standing at the core of their entertainment choices. Sony YAY!’s launch of 20 plus mobile phone games ensured the brand was present in the heart of a medium kids were increasingly enjoying and exploring. The launch of an AR game leveraging the popular show Oggy and the Cockroaches especially resonated with thousands of kids. The success saw the channel reach audiences across an emerging touchpoint, transcending the conventional boundaries of a kids' channel.
As the industry looks ahead to 2024, we can anticipate that the trends observed in 2023 will continue to shape the landscape of kids' entertainment. The strategic integration of diverse content, including anime, is likely to persist, with an increasing focus on catering to broader age groups. Challenges may arise in navigating the ever-changing technological landscape, requiring brands to stay ahead of the curve in adopting new platforms and interactive experiences. Additionally, the role of parents in influencing kids' viewing decisions will remain pivotal, necessitating continued efforts to engage both kids and their caregivers. Factors contributing to increased viewership could include innovative storytelling techniques, enhanced interactive experiences, and strategic collaborations that resonate with the evolving preferences of the audience. In the dynamic realm of kids' entertainment, adaptability, creativity, and a keen understanding of audience dynamics will continue to be key drivers of success in the coming year.
