Several factors must be considered when producing promotional products for children.
Promotional items such as logo-adorned pens, T-shirts and coffee mugs are commonly used to popularize a wide variety of products. When marketers gear these promotional items specifically toward children, not only is there a vast array of promotional items from which to choose, there are several factors that must be taken into consideration.
Definition of Children's Products
Contained within the Consumer Product Safety Commission's (CPSC) Consumer Product Safety Improvement Act of 2008 is a ruling on the definition of children's products, stating that these are products "designed or intended primarily for children 12 years of age or younger." The vagueness of this definition lends itself to interpretation, opening the door for all manner of marketing to children via promotional items.
Age-Appropriateness
An item that is appropriate for a pre-teen may not be appropriate for a toddler, yet the CPSC definition would define both age groups under the blanket heading of "children." As a result, it's left up to the manufacturer and the marketer to determine whether or not a particular promotional item would be of interest to a child of a specific age. This is generally a common-sense exercise, although there can be grey areas.
Safety
Ensuring a promotional item is appropriate for a child of a particular age is even more important when you factor in safety concerns. Items geared toward this age group must conform to all legislation relating to safety regulations for items to be used by preschool children. Younger children will always run the risk of swallowing small toys and promotional items, so marketers need to familiarize themselves with what products pose choking hazards or contain dangerous chemicals.
Popular Promotional Items for Children
Vibrant colors are generally attractive to children, so promotional products geared toward them should be bright and colorful. Among the more popular promotional items for children are schoolbags, water bottles and wristbands. All three of these items will often be used by a child each day at school, exposing the marketer's logo to dozens of impressionable young future consumers, ensuring the message is spread to as wide an audience as possible.
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