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Trend Watch: Child-Focused Franchises

If the increasing popularity of education services, toy stores and kids' gyms is any indication, you can be sure the children's franchise industry is growing big and strong.

This story appears in the June 2003 issue of Start Up.

Eager to please, franchisors are catering to children's alterable moods and changeable interests, coming up with innovative ideas while serving the most basic of needs. Whether it's children's furniture, education or fitness, success for these franchises can usually be measured by the size of the customer's smile.

Franchises are also measuring the size of the market, as Census figures indicate there are approximately 40 million kids in the United States under age 10. Marketing expert and American Demographics founder Peter Francese also credits this industry's strength to better market research, directed to a more educated consumer. "The industry has prospered because of [companies'] abilities to target consumers and create products they want and will buy," he says.

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