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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?

By Nichole L. Torres

Opinions expressed by Entrepreneur contributors are their own.

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

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

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