As the 'real world' gets worse, virtual words get better

If you're like every other adult I know, you're obsessing about the economy right now. Things, um, don't look so great. I've tried to put my head in the sand over the whole debacle, but this recent Forbes article caught my eye: 

"Despite all the doom and gloom, one tiny sector is offering a glimmer of hope: virtual worlds. Companies such as Gaia Interactive and Habbo (targeting tween and teen girls) are expecting a boost as consumers reduce spending on real-word goods and console themselves with so-called virtual goods." 

Really?

At first you might think that this is just another example of how parents are continuing to indulge their children with consumer goods (albeit virtual ones) but the psychology actually runs deeper than that. "As things get worse, people spend more time at movies or spend more time on a site like Gaia Online, which provides a relatively inexpensive respite from the offline world," says Gaia Chief Executive Craig Sherman.

Other kid-targeted virtual worlds like Club Penguin and Neopets have seen similar results. Teen-focused Habbo.com reports that 85% of the site's revenues come from virtual world transactions. This site's 2.5 million U.S. users spend an average of $18 a month on virtual goods and spend nearly 40 minutes on the site.  From a teen perspective, when you compare this to say, a trip to the mall--including the high costs of gasoline, food and premium denim-- well, the virtual world begins to look like a pretty great bargain. 

PBKids= Perfectly Branded to Moms (and Kids)

Just got the new Pottery Barn Kids catalog in the mail. All I have to say is... wow, good job. The photography, art direction and copy is excellent. I wanted to buy everything. Why? The colors are vibrant and fun, the designs embody just the right mix of classic-meets-kid-friendly, the quality appears to be high, and, perhaps most importantly--as a parent, the brand appeals to me on a emotional, subconcious level. After a long day, I found it soothing to sit down, relax and peruse the catalog in a dreamlike state, much as I would a travel magazine. What if my child's room looked like this? Or what about this? Oh, wait, how cute, look at this. Seeing pictures of perfectly groomed children doing homework on perfectly painted desks--color coordinated with their room decor-- only served to enhance my fantasy. If only I had some Pottery Barn Kids furniture, my life would be more perfect, my kids would certainly be more perfect and of course my home would be clutter free!

This is the power of a strong brand - the ability to tap into emotional issues (or in my case, neurotic tendencies to be a "perfect parent") and connect on a deeper level. And I'm not the only one who found the catalog appealing by the way. My daughter came up to me while I was on the couch and said "Hey, what is that? I want some things out of that catalog!" She went to the kitchen, grabbed a felt-tipped marker and proceeded to flip through the pages, circling everything she wanted. I asked her what it was about the brand that she liked so much and she just shrugged. "I don't know mommy, I just do."

Getting started

It's taken awhile, but I've finally decided to start a blogging. My hesitancy hasn't been so much about what to say, but how to focus. I'm not interested in blogging about my kids, although they do fuel my business on many levels and are a constant source of entertainment. I'm not going to be a news service on what's going on in the kids industry at any given second; I have better things to do with my time. I won't write product reviews or book reviews although I may mention them as part of a larger trend I see in the industry. I'll blast the companies and ad agencies that are harming kids with obnoxious campaigns and inappropriate messages but I'll be kinder to those who miss the mark in targeting kids but whose underlying mission is well-intentioned. So here's what I will do: I'll compile, I'll focus on what's creative and cool, and I'll be critical every step of the way.