Let's Go Euro

Euro Kid Power. Why ‘go Euro’? Because Euro kid power is immense: this region accounts for 64 million kids under the age of 14; and its annual expenditure on toys and games amounts to 20 billion US dollars. Although the per capita value of this market certainly varies a great deal from country to country (for example, the UK out‐spends Greece by a ratio of nearly 10‐to‐1), each of these markets clearly presents a significant opportunity in its own right. So how can we begin to tap into this potential? That's the key question of this article: do the different kids of Europe share any unifying characteristics that will provide the basis of a ‘common market’ for our brands?