Live action pulls in more kidvid demos

Profile: Cynthia Modders, Senior VP, worldwide consumer products & marketing

Drawing on nearly two decades of marketing experience, Modders admits it’s a challenge keeping ahead of technologies that have dramatically changed the marketing environment for kids.

“There is certainly a lot more competition, and kids are getting older younger and faster. They are more accustomed to savvy entertainment, or entertainment that is a bit more live-action. That is indicative also of all the reality TV that is out there,” says Modders. As a result, animation is skewing a bit younger, prompting DIC to expand into live action.

It’s Modders’ job to oversee the development and implementation of licensing and merchandising; she’s also involved with acquiring new properties that fit with DIC’s multi-platform brand philosophy.

But Modders stresses that keeping an eye on trends is only one of the challenges.

“Being able to think outside of the box and look at unique ways to reach for consumers (is important). We do a 360-degree brand strategy, where not only do we look at the electronic component but at the exposure via TV, DVDs and now even music. We look at every facet,” including viral marketing campaigns — such as a Trollz “car wrap,” in which vehicles are decorated with all things Trollz — because “they are really reaching out directly to the consumer and really making that connection.”

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