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Girls might be into pink, pop stars, and ponies, but some of the fastest growing brands among girls are those that might be considered boyish, according to Young Love™, the nation's largest study of brands among kids aged 6-12. The annual study, conducted by leading youth and family research firm, Smarty Pants, ranks kids' and moms' affinity for 250 brands each year. The study shows that girls are rapidly becoming fans of "boy brands" — from construction toys to superheroes to sports gear.
Nearly two years ago, my husband and I adopted a little boy from Ethiopia. He was 11 months old when he came to the US. He didn't yet speak, and he had never heard a word of English. Within a few months, he woke up every morning saying, “Hi-pa. Hi-pa." We assumed it was an Amharic word for bottle or “Get me out of this crib.” Much to our surprise, we soon figured out that he was asking for the iPad!
In the US, youth and family research and consulting firm Smarty Pants has announced the appointment of Alisha Kolski Snow to the executive team with the title of Insights Sage. Snow recently worked as a Senior Manager for Global Consumer Insights at Hasbro.
Youth and family research and consulting firm Smarty Pants has appointed former Hasbro exec Alisha Kolski Snow to the role of insights sage, where she will serve as a senior research director and business strategist for the organization.
They are intelligent and empowered consumers with tech knowledge and marketing savvy unlike any other generation. They've got plenty of discretionary income, but their real power is the influence they hold with peers and in household-buying decisions.
In this month's Quirk's magazine, Wynne Tyree contributed a fascinating article on marketing to families.
Good luck finding Ghoulia Yelps this Christmas. The newest doll in Mattel's hot Monster High line has "not lasted on the shelf more than 21 minutes," said TimeToPlayMag.com editor-in-chief Jim Silver. In fact, Mattel has stopped selling the dolls -- its first original franchise since Hot Wheels in 1968 -- on its website anymore, and a spokeswoman said the company is "producing everything we can."
In New York, youth and family research consultancy Smarty Pants has appointed Dr. Michelle Poris as Senipr Qualitative Research Director to support growth of the firm's custom and syndicated research services.
Marketers estimate that young consumers participate in more than $500 billion in consumer spending each year. While the dollar amounts vary, there is consensus that kids and tweens are critical consumers to reach for three basic reasons...
Moms Love Brands With Cross-Generational Appeal
Nintendo DS, Wii, Oreo, and McDonald’s may top the list of most-loved brands among 6-12 year olds, but moms prefer Crayola, Disney and M&M’s, according to marketing agency Smarty Pants’ “Young Love” report on the 100 most loved brands among mothers and kids aged 6-12.
April 23, 2013