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BizReport : Research : August 10, 2007


Branded children's websites rated by teachers

Stars for Kidz, a market research and consulting company specializing in children, tweens and teens, has released a list of the top five branded children’s websites that teachers have chosen for their learning content.

by Helen Leggatt

You can’t escape advertising online, not even if you’re surfing through sites aimed at children. However, some branded children’s websites have managed to seamlessly integrate their marketing message within a valuable learning-oriented environment and have garnered the respect of parents and teachers alike.

Stars for Kidz asked 80 teachers/evaluators to measure the potential for education and learning across 100+ branded children’s websites.

ING Direct’s website, Planet Orange, came out on top with teachers applauding it for the range of learning benefits on offer including economics, math, algebra, geography and social studies.

"Parents and teachers have told us they would 'drive' their kids to branded websites that provided kids with online opportunities for learning," said Stars for Kidz' Research Director, Dr. Adele Schwartz.

The following sites make up the remainder of the top five:-

Crayola - teaches art, visual literacy, science, technology.

Dole 5 A Day - health, nutrition, math, measurement, problem solving.

American Girl - math, measurement, problem solving, art, visual literacy.

Millsberry - social studies, visual literacy, math, language arts, health and safety

"We believe the next big thing on the Internet for kids will be bigger and better branded websites that provide learning enrichment that teachers and parents can endorse, that children can enjoy, and that marketers can use to build brand awareness and loyalty with their youth consumers," says Dr. Schwartz in a recent release (pdf). "In reviewing the first 100 sites, it became clear that there are ample opportunities for marketers to address national learning standards when revising or developing their websites."






Tags: branding, children, education, online advertising, Stars for Kidz








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  • I agree with Sarah, as long as ads are "proper" ads that would motivate children and teens to aim for quality education.

  • There's nothing wrong with making money in such a smart way :-) Ads can be very helpful when they are in place.





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