"I Want That!": The impact of current trends and practices shaping the advertising of toys to children in the global marketplace

Organization

The Canadian Toy Testing Council

Published

2001

Summary

This report studies the effects of print, Internet and television advertising on the consumer purchasing trends in the toy market. Part A looks at how well advertisers are following advertising and broadcasting codes when targeting children in television commercials; Part B uses focus groups to prepare an in-depth report on a wide variety of commercials on television and in print; and Part C researches advertising towards children on the Internet, and whether it follows the loose guidelines of the Telecommunications Act. Among the report's conclusions are that, according to children, television is the most important source of information on toys and games, and that pre-schoolers and those in early grades are easily impressionable and can be heavily influenced by television commercials.

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OCA Funded Research
This research received funding support through the Office of Consumer Affairs' Contributions Program.

Contact information

Source: Consumer Policy Research Database