Animated characters take center stage in the kid marketing spotlight

The use of spokestoons in marketing is attracting more interest lately, as marketers find it an effective way to cut through the clutter of increasing media options and product competition by quickly connecting with kids. Tina Imig, co-founder of KidLeo, a Chicago-based marketing consultancy that focuses on innovation and research and runs character camp--which is about understanding kids' relationships with characters and helping marketers use the characters to build brands--says marketers' interest in using existing characters from kids TV series is definitely also on the rise.
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October 1, 2001

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