In Latin America, the advertising market for children and young people is estimated at some 300 million dollars.
With the arrival of summer, many production companies take advantage and launch films aimed at children and young people, a market that even during the pandemic had some activity, and now with the reopening of economies is seen as one of the engines for demand. Movies such as Buzz Lightyear, Minions: A Villain is Born or Thor: Love an Thunder have had successful releases these days, which goes hand in hand with merchandise that occupies space in stores and supermarkets beyond toy sales.
Although the rules for the children's advertising market have changed in recent years, especially in the food and beverage industry due to overweight, several companies see an opportunity to build brand loyalty.
One company that is in that business is Kids Corp, which has been advising firms that allocate marketing budgets to the children's market for 15 years.
Demian Falestchi, co-founder of Kids Corp, says that brands are reaching the children's market beyond traditional channels such as television, now taking advantage of the internet and social networks to encourage purchases and even these types of advertising strategies have reached video game giants such as Roblox, which represents only a small part of the metaverse.
The reality is that at an increasingly younger age, children have a certain influence on household purchases and there is even a population between 13 and 18 years old that manages their own money given to them by their families, which they spend in wallets or through video games.
Hence, at a time when serious fears of a recession are looming, the children and youth market is an alternative for companies that in the Latin American region alone allocate 300 million dollars to advertising to that market and that this year expects a recovery, which has been evident this summer in the film industry.
Another opportunity niche that Felestchi visualizes is the financial sector, where only a few banks in our country, such as Citibanamex and Banorte, have turned their attention and should pay more attention due to our demographic dynamics.
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