Creating Ever-Cool: A Marketer?s Guide to a Kid?s Heart

Del Vecchio, Gene

ISBN 10: 1565542568 / ISBN 13: 9781565542563

Published by Pelican Publishing, 1997

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Bibliographic Details

• Title: Creating Ever-Cool: A Marketer?s Guide to a Kid?s Heart
• Publisher: Pelican Publishing
• Publication Date: 1997
• Language: English
• ISBN 10: 1565542568
• ISBN 13: 9781565542563
• Binding: Hardcover
• Condition: New

About this title

Synopsis

WINNER OF THE 1997 ATTICUS AWARD, STRATEGY CATEGORY

"Fantastic! Creating Ever-Cool is a 'must-read' for all manufacturers and advertising agencies that are marketing to children." Bennett Wolk, Director Worldwide Consumer Research Mattel Toys

By its very nature, "cool" is a nebulous distinction. What is cool one year, or even one month, may not be the next. Yet some products are able to remain consistently cool year-in and year-out. In their quest for a share of the $171 billion of purchases that kids influence every year, marketers strive to develop such cool products. These the author terms "Ever-Cools."

The Barbie doll represents a perfect example of an "Ever-Cool" product. Barbie rides the trends and fads, assuming various guises to reflect current coolness. Mothers who had Malibu Barbie dolls now buy Baywatch Barbies for their daughters. This is an exploration of achieving the elusive Ever-Cool status.

About the Author

Author Gene Del Vecchio is a longtime entertainment researcher, writer, and president of his own consulting firm in Valencia, California. He has helped entertainment giants create, develop, and market blockbuster entertainment for over 30 years. Gene is also the author of two fantasy novels for young adults, one of which received the Young Adult Choice Award by the International Reading Association. His clients over the years have included The Walt Disney Company, Paramount Pictures, Starz, PBS Kids Sprout, Mattel, and MGA Entertainment.