Kid-Grownup Crossovers

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In general, how would you rate the potential to develop traditional kids' brands for appeal to grownups via new products or line extensions?

Responses Number of Responses   Percentage Excellent 27 10.6% Very Good 72 28.3% Good 74 29.1% Fair 49 19.3% Poor 24 9.4% Other 8 3.1% Total 254 "Other" Responses

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In general, how would you rate the potential to develop traditional grownups' brands for appeal to kids via new products or line extensions?

Responses Number of Responses   Percentage Excellent 18 7.1% Very Good 77 30.3% Good 78 30.7% Fair 55 21.7% Poor 19 7.5% Other 7 2.8% Total 254 "Other" Responses

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Which of the following kids' brands do you think has potential for development among grownups via new products or line extensions? (pick as many as apply - and nominate your own under "other").

Responses Number of Responses   Percentage Fischer-Price 34 3.8% Play-Doh 58 6.4% Thomas The Tank 12 1.3% Nintendo 205 22.7% Yugi-Oh 11 1.2% Power Rangers 11 1.2% Jacadi 6 0.7% Osh Kosh 69 7.6% Crayola 125 13.9% Hot Topic 55 6.1% Legos 138 15.3% Gymboree 22 2.4% Matchbox 123 13.6% Other 33 3.7% Total 902 "Other" Responses

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Which of the following grownups' brands do you think has potential for development among kids via new products or line extensions? (pick as many as apply - and nominate your own under "other").

Responses Number of Responses   Percentage Tide 32 3.8% Miracle-Gro 53 6.4% Ernst & Young 6 0.7% Pitney Bowes 7 0.8% IBM 103 12.4% Benjamin Moore 45 5.4% Wal-Mart 121 14.5% C-SPAN 25 3.0% Citibank 55 6.6% Sharper Image 157 18.8% Starbucks 168 20.2% The Economist 19 2.3% Other 42 5.0% Total 833 "Other" Responses

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Which brands have done a good job of crossing over (from kid to grownup or from grownup to kid) and why?

Verbatim Responses

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My company size in (US Retail topline revenues)

Responses Number of Responses   Percentage Less Than $500MM 165 68.5% $501MM - $999MM 29 12.0% $1B - $2B 16 6.6% $2B-$5B 8 3.3% $5B- $10B 9 3.7% $10B+ 14 5.8% Total 241

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Do you work at:

Responses Number of Responses   Percentage Agency 71 28.1% Manufacturer 20 7.9% Service Industry 22 8.7% Consulting Firm 37 14.6% Marketing Services 57 22.5% Academia 5 2.0% Not-For-Profit 9 3.6% Other 32 12.6% Total 253 "Other" Responses

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Your Title:

Verbatim Responses

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Number of years in marketing:

Responses Number of Responses   Percentage More than 15 80 31.6% Ten to 15 49 19.4% Five to 10 65 25.7% Fewer than 5 59 23.3% Total 253