Hasbro's CMO on the state of kids media in 2024 Next in Media

Next in Media talked with Jason Bunge, CMO of Hasbro, on why there are more options than ever to advertise to kids, and why the kids landscape is also more challenging and uncertain to navigate.

Guest: Jason Bunge
Host: Mike Shields
In Partnership with: Comcast Advertising
Produced by: Fresh Take

Takeaways
The landscape of kids media and marketing is constantly evolving, with digital platforms and streaming services playing a significant role in content consumption.
Creating impactful and authentic content is crucial in engaging with young audiences, and user-generated content can be highly effective in driving engagement and virality.
Marketing to gamers requires authenticity and a deep understanding of the gaming community, with partnerships and collaborations with gaming platforms offering valuable opportunities.
Co-viewing is a growing trend among families, providing marketers with the opportunity to tell compelling stories that resonate with a broader audience.
Owned social presence is becoming increasingly important, as paid media alone is less effective in reaching and engaging consumers, and an always-on approach is necessary for building brand health and driving demand.

Chapters
00:00
Introduction
00:42
State of Kids Media and Marketing
03:20
Changing Landscape of Content Consumption
05:08
Content and Engagement in Marketing
07:48
Creating Impactful Content
09:48
Engaging with User-Generated Content
14:25
Authenticity in Marketing to Gamers
17:07
Co-Viewing and Changing Family Dynamics
18:55
Approaching Kids and Parents as Target Audiences
20:30
The Role of Video Games in Marketing
21:30
Leveraging Brands and IP in Advertising
22:39
The Importance of Owned Social Presence
24:12
Moving Away from Seasonal Marketing
25:00
Transition from Video Games to Toys
27:08
Savviness of Kids and Influencing Parents
28:23
Conclusion