Jon Gertner’s story in The New York Times magazine yesterday about the Geppetto Group, an advertising agency that exclusively works on kid-oriented campagins, didn’t really offer the new insight into the marketing-to-kids debate that I expected. Chief Creative Officer Chris McKee, formerly of Saatchi & Saatchi, talks about marketing to “kidults” (those over-thirtysomethings who thrive on Harry Potter and Monsters, Inc.) and the need to market responsibly and fairly to kids. Indeed, the story focused more on the innovative restaurant concept Ozon, a kid-friendly eatery in Staten Island, N.Y. that uses a sandwich press to create concoctions like the “Wafflo” and the “Macocheese,” than the responsible kid-marketing struggle. (I must admit, however, that I was interested to hear more about the firm’s anthropological research on the “eight kinds of fun.” There’s only eight?) Who do you know that’s doing innovative, responsible work when it comes to youth marketing? Where do you stand on the debate?
The Most Innovative Companies
The top 50 companies in entertainment, media, sports, technology, and more.
Most Creative People
Meet this year's inspiring leaders.
Innovation By Design
A showcase for ingenious design solutions.
World Changing Ideas
New workplaces, new food sources, new medicine—even an entirely new economic system.
The apps, tips, tactics, and brain hacks to help you work smarter instead of harder.
An award-winning team of journalists, designers, and videographers who tell brand stories through Fast Company’s distinctive lens.