Kid-Centric Circles

Crain’s Cleveland Business – Thursday March 23, 2006 Kid-centric circles By John Booth Crain’s Cleveland Fresh off his 20th trip to the American International Toy Fair in New York, Sid Good headed off to warmer climes: He was the featured speaker at last week’s National Sports Card Trade Conference and Show in Honolulu. Mr. Good, president of Cleveland’s Good Marketing, which promotes and develops toys and other kid-themed products, will talk about youth market trends and the changing ways to reach kids and their parents through advertising. “Parents don’t want to waste their time, or more importantly, their money, on products their kids aren’t going to have fun with,” he said before heading to Hawaii. “Years ago, people would refer to the ‘nag factor.’ But that really has been replaced by informed input from their kids. “(Kids) see things differently. We can try as hard as we want to … but we really don’t see it in the same way as kids do, so it’s important to hear their voices.”