Study shows gender-inclusive brands score big with kids

Entertainment properties developed for the six- to 12-year-old set have historically been gender-specific, or at least gender-skewing. Think Barbie vs. G.I. Joe, Hello Kitty vs. Transformers, or more recently, LEGO Friends vs. LEGO Ninjago. A look online or in stores would lead to the safe conclusion that gender-specific properties win in the end, right? Maybe not. According to our new study Creating a Cross-Category Juggernaut, one of the keys to developing winning IPs today is, in fact, the opposite. A modern hallmark of successful cross-platform and cross-category entertainment properties is their appeal to both genders. Read More…