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  • Easy as ABC

    By Stephanie Azzarone on October 22, 2015
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    The annual ABC (All Baby & Child) Kids Expo never ceases to amaze with its ever-evolving product features designed to make life easier for moms and safer for their children. This year — the 13th annual event — was no different. During our trip down the show aisles in Las Vegas this week, some trends were of particular interest. Strollers […]
  • Is STEM the New Pink?

    By Stephanie Azzarone on September 10, 2015
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    When I was a young girl, my mother wanted me to grow up to be a nurse (“doctor” never entered the picture). Not because either of us felt any affinity for the medical profession, but because nursing was, in her mind, the better alternative to the only other field she saw as open to women: teaching. Opportunities for women had […]
  • Is This the Year of the Female Superhero?

    By Stephanie Azzarone on July 16, 2015
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    Just this week, I stumbled across a TV rerun of the original Wonder Woman—demure professional by day, corset-clad savior of the universe between work assignments. Not long before that, I caught up with a Big Bang Theory episode in which the women cast members first experience the joys of comic books and super heroes – previously the domain of the […]
  • From Teddy Bears to Tech

    By Stephanie Azzarone on July 6, 2015
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    It’s no mystery to those of us enmeshed in the mom space: Moms have long been the first adopters when it comes to technology, particularly the kind that helps them manage their families’ lives. But how will they react to the growing array of tech-based toys for their kids? Will they embrace them, too, or fight the transition from “real” […]
  • From Blizzard to Beach

    By Stephanie Azzarone on March 5, 2015
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    February presented an interesting contrast in mood and wardrobe alike, as many of the same kids’ industry members – including Child’s Play staff – traveled straight from the single-digit climes of New York City and Toy Fair to the balmy breezes of Miami for the Kidscreen Summit. For those of us based in NYC, the somewhat dispiriting news that we […]
  • What’s New at Toy Fair ‘15

    By Stephanie Azzarone on February 20, 2015
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    At this point, I’ve lost track of the number of Toy Fairs I’ve attended – 20? 25? – yet the number never dulls that pre-event excitement about What’s new–and What’s next? Earlier this week at Toy Fair 2015, much of the talk centered around licensed products based on the upcoming versions of Star Wars and Jurassic Park, as well as […]
  • Moms, Kids and CES 2015

    By Stephanie Azzarone on January 12, 2015
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    A friend visited recently from Shanghai and commented how quiet the streets of New York City were in comparison. She would have been at home at last week’s Consumer Electronics Show in Las Vegas, where getting from point A to point B is much like dodging the vast number of pedestrians in Shanghai or New York, only with much longer […]
  • 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 Millennial Moms Merry

    By Stephanie Azzarone on November 19, 2014
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    For those who market to moms, ‘tis (almost) the season to be jolly. After all, when it comes to holiday plans — from what to buy for the family, to shopping for the holiday dinner, to where to spend the vacation and how to get there – moms, by far, remain in charge. If you’re promoting products for kids, or […]
  • Does Barbie Need Botox?

    By Stephanie Azzarone on October 28, 2014
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    A recent story in Marketing Daily reports that sales of the all-American Barbie doll have slumped 21% in the third quarter of this year. She “may still have Ken and her Dream House, but she’s struggling to hang onto the one thing she needs most — her fan base,” as Sarah Halzack puts it in the Washington Post. So why, at age 55, […]