Kids under 13 are online and exposed to your brand and products. Regulations (rightly so) around marketing to them are extraordinarily strict, and big fines for breaching FTC regulations are regularly handed out. But that still doesn't change the fact that they are learning about you, your messages and your brand online. How should you be thinking about this cohort of extremely web-savvy kids, and what are the ways, well within the official, and just plain ethical, guidelines that you can design an experience that will ultimately turn them into major brand fans once they are free of restrictions and able to engage with you in the open? We'll talk about opportunities to enchant, engage and grow your relationship with a generation that would spend all day on Lego.com if you let them.
