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  • What Does Mom Really Want for Mother’s Day 2016?

    By Stephanie Azzarone on April 20, 2016
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    The No. 1 present moms want for Mother’s Day 2016 is a handmade gift from their child. But following that? Forget the store-bought greeting cards and flowers: What makes mom happiest is a day off entirely for herself. As mom-marketing specialists,  Child’s Play Communications asked more than 500 moms with children under the age of 18 to choose from a […]
  • Looking Back at 2015: Trends that Impact Moms

    By Stephanie Azzarone on December 15, 2015
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    For moms, dads and those who market to them, 2015 has been quite a year. Here’s a look at some of the more interesting trends impacting parents: Parental leave. Silicon Valley made news in recent months when it acknowledged that some of its employees were starting families and actually wanted to spend time with them. Companies including Spotify and Netflix announced […]
  • Smart Moms and Smartphones Make the Season Jolly and Bright

    By Stephanie Azzarone on December 11, 2014
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    Retailers and marketers have caught on that mobile devices are the most effective way to reach consumers — especially busy moms – this holiday season. A number of recent articles recognize the increasing reliance on mobiles and how sophisticated, savvy moms use them. One recent article points to a dramatic surge in pre-Black Friday shopping as consumers began searching for […]
  • Making the Journey A Smooth One this Summer

    By Stephanie Azzarone on June 23, 2014
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    Are we there yet? Are we there yet? Are we there yet? Any parent who has undertaken a road trip or start-of-vacation drive has endured this unending, oft times maddening chant from their children. In a Wall Street Journal article, Dan Neill, with sufficient parental angst, ponders the question “Is it wrong to sedate the children with electronics – games, […]
  • Stock those Toy Shelves: Here Come the Millennial Moms

    By Stephanie Azzarone on May 27, 2014
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    Millennial moms are becoming an increasing force behind toy purchases – no surprise, really, given that the older members of this generation, born between the early 1980s and the early 2000s, are now at a point where they are starting families. A new study by research firm NPD indicates that millennial women are the most powerful buying segment for the […]
  • Want to Target Moms? Start By Influencing Their Teens

    By Stephanie Azzarone on November 8, 2013
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    How many times a week do you find yourself looking at your teenage offspring and wondering if they think you’ve planted a money tree in the backyard? As it turns out, teens actually have a pretty big influence on household spending. According to a survey conducted by Robin Leedy & Associates, teen spending power goes beyond the items they buy […]
  • ABC Expo: Mothers of Invention?

    By Stephanie Azzarone on October 22, 2013
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    Last week’s ABC Expo in Las Vegas was a toast to man’s (and in this case, mom’s) everlasting quest for building the better mousetrap – though in this case, more specifically, a better binky or blankie. With about 3,000 exhibitors all focused on products for baby, from diapers to car seats to bottles, from layettes to furniture and more, the […]
  • Could Our Tech Dependence Be Making Us Sick?

    By Stephanie Azzarone on October 10, 2013
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    If you’re like many Americans, your morning probably starts something like this: the alarm on your cell phone goes off. You reach over, silence the noise, and immediately begin scrolling through one of several social media apps. You scan your email, check the latest breaking news headlines and take a quick peek at the weather forecast for the day. You […]
  • Is Your Child Ready For A Cell Phone?

    By Stephanie Azzarone on October 8, 2013
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    Most parents of younger children go through a checklist when they’re getting kids ready for school in the morning, to make sure they have everything they need for the day: lunch, books, homework, gym clothes, cell phone. Wait…cell phone? These days, slipping a smart phone into your child’s backpack is almost as common as making sure he or she has […]
  • It’s Beginning To Look A Lot Like Christmas – In October

    By Stephanie Azzarone on October 3, 2013
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    It’s beginning to look a lot like Christmas…even though we’re still a month away from Halloween. Walk through some larger retail stores in the next few days and there’s a good chance you’ll see holiday ornaments and a few shelves filled with decorations that you wouldn’t normally display in and around your own home until at least late November or […]