Hasbro's CMO on the state of kids media in 2024

Next in Media talked with Jason Bunge, CMO of Hasbro, on why there are more options than ever to advertise to kids, and why the kids landscape is also more challenging and uncertain to navigate.

Guest: Jason Bunge

Host: Mike Shields

In Partnership with: Comcast Advertising

Produced by: Fresh Take

Takeaways

• The landscape of kids media and marketing is constantly evolving, with digital platforms and streaming services playing a significant role in content consumption.
• Creating impactful and authentic content is crucial in engaging with young audiences, and user-generated content can be highly effective in driving engagement and virality.
• Marketing to gamers requires authenticity and a deep understanding of the gaming community, with partnerships and collaborations with gaming platforms offering valuable opportunities.
• Co-viewing is a growing trend among families, providing marketers with the opportunity to tell compelling stories that resonate with a broader audience.
• Owned social presence is becoming increasingly important, as paid media alone is less effective in reaching and engaging consumers, and an always-on approach is necessary for building brand health and driving demand.

Chapters

00:00 Introduction

00:42 State of Kids Media and Marketing

03:20 Changing Landscape of Content Consumption

05:08 Content and Engagement in Marketing

07:48 Creating Impactful Content

09:48 Engaging with User-Generated Content

14:25 Authenticity in Marketing to Gamers

17:07 Co-Viewing and Changing Family Dynamics

18:55 Approaching Kids and Parents as Target Audiences

20:30 The Role of Video Games in Marketing

21:30 Leveraging Brands and IP in Advertising

22:39 The Importance of Owned Social Presence

24:12 Moving Away from Seasonal Marketing

25:00 Transition from Video Games to Toys

27:08 Savviness of Kids and Influencing Parents

28:23 Conclusion