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It's Child's Play

How many piggy banks do you have to break to make a $300 billion kids' market?

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This story appears in the December 2001 issue of Entrepreneur. Subscribe »

Kids are hot. We've said it before, and we'll say it again. How hot? Oh, how does $290 billion in influence spending (what parents buy at kids' urging) and about $36 billion in primary spending (what kids buy with their own money) sound? The U.S. Census projects there will be more than 38 million children under age 9 in the United States in 2005. Add in tweens (age 9-12), and you've got nearly 55 million youngsters exploring the coolest trends.

Video games are still way hot. Look for Microsoft's Xbox and the Nintendo GameCube to enjoy superpopularity, along with the still hot Sony PlayStation, predicts Gene Del Vecchio, founder of CoolWorks, a child marketing consultancy in Valencia, California, and author of Creating Ever-Cool: A Marketer's Guide to a Kid's Heart (Pelican).

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