BOYS MONTH: Pitfalls with pitching to boys

Don't get caught in the stereotype trap with your marketing says Hamlins' Ian Down.
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Asked to write a legal article for boys' month, the mind wandered through a variety of lateral thoughts as to what to entitle it.

First I thought of ‘boys toys’ but then realised this could raise expectations that I would be writing about toys for adults and taking the opportunity to rehearse my Christmas wish-list. Then I thought of ‘boy brands’, but felt this might raise fears of a badly spelt article about Louis Walsh or similar. Finally sense returned and I defaulted to the theme for November, ‘boys month’.

So, think of boys, particularly primary school age, and you might typically think of sport, fighting, racing, flying, superheroes, and action generally in terms of theme or of action figures, trains, building sets, vehicles, R.T. and gaming consoles, mobiles and other electronic platforms in terms of product. Of course if this had been an article about boys toys for men, then the list would have been completely different… or maybe not.

To read the full article, click here.


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