February 16, 2010
By Louise Curcio
For many years toy and video game companies have been battling each other for the mindshare of kids. Toy companies have strong products targeted at children from pre-school up to about second grade, when they turn 7 or 8. Then, at about age 8, video games start to replace traditional toys.
The typical business model enables video game companies to license their products to toy companies to generate additional revenue. At the same time toy companies have been offering more interactive toys to reach the slightly older child. Media companies like Nickelodeon, Cartoon Network and Disney have effectively found a way to provide programming for both the younger and older kids and license their properties to toy and video game companies who in turn use their networks to market back to kids.
Over the last few years, an entirely new competitor for children's time has come onto the market - the online gaming world. Several "independent" companies have figured out how to capture the attention of the 8-12 year old child in a completely new way -- through virtual worlds and online gaming experiences.
Take a look at all the gaming worlds started by independent companies that have been introduced over the past several years. In 2008, there were 14 new virtual gaming worlds for kids 8-12 introduced in the U.S. Over 70% came from companies not in the traditional toy, entertainment or video gaming space. And, with the exception of the NFL and Disney Fairies, the majority of these virtual worlds were completely new brands, with no prior brand recognition with kids.
Online Virtual Worlds for Kids - Predictions for 2010
Louise Curcio Joins M2 Research as Senior Analyst
M2 Research is pleased to announce the addition of Louise Curcio, who has joined as Senior Analyst tracking the children's market, covering online gaming, MMOs and virtual worlds. Louise brings with her years of hands-on experience, having been VP of Entertainment Marketing at Mattel, where she worked with product lines for Disney, Pixar and Nickelodeon. She was also VP of Marketing at Upper Deck, where she led the development of UpperDeckU.com, a virtual world for kids licensed by Major League Baseball and the National Hockey League.
About M2 Research
M2 Research is a market intelligence and consulting firm analyzing and tracking trends in interactive entertainment. Our analysts cover:
- Casual/Social Gaming
- MMOs
- Virtual Worlds
- Console/PC Gaming
- Tools and Middleware
- Gaming Demographics
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