When you’re developing a new kid’s brand or evolving an existing brand, you’re never just appealing to a child; you also have a responsibility and need to address the gatekeepers of these brands. You have to check all the boxes for mom and dad while creating a package that appeals to the youngest consumers. It makes for a precarious balancing act that marketers must walk.
For parents, it’s about transparency and understanding what they are buying. What are the ingredients, benefits and functions, and sometimes knowing what’s been eliminated is just as important (e.g. no GMOs, preservatives, parabens, etc). If your brand lives in the drug channel, ease of use and proper identification are also critical.