Date:23/12/2006 URL: http://www.thehindubusinessline.com/2006/12/23/stories/2006122301481900.htm

Back Toy companies wooing kids

Our Bureau

A young visitor plays a video game at KideX 2006, organised by the CII, in Chennai, on Friday. — Bijoy Ghosh

Chennai , Dec. 22

After wooing urban youngsters, companies are now targeting children to market their products.

"By 2015, India will have five crore children. It makes business sense to target them for selling products," said Mr Pradipta K. Mohapatra, Chairman, `KideX 2006' and Deputy Chairman, Confederation of Indian Industry (CII) - Southern Region at the inaugural of `KideX 2006', a day-long seminar on how companies can reach out to children.

KideX also features a three-day exhibition of a range of products, including toys, stationery, food, books and electronic goods.

Companies ignore the 8-12 year age group while advertising for their products. To tap the Rs 20,000-crore children's goods market, companies must interact with children, he said.

Dr Poongothai Aladi Aruna, State Minister for Social Welfare, urged CII to facilitate research work in the children's toys market. "The toys market is valued at Rs 2,500 crore and is largely an unorganised sector. CII can facilitate research on toys that aid mental and physical development of children," she said. CII could also help manufacturers make toys that complied with international safety standards.

She also suggested that children's toy companies look marketing their product in rural markets.

About 100 companies, including Lotte India, Penguin Books India, Britannia Industries, Cadbury India, Disney Adventures and Funskool (India) Ltd participated in the event.