Hasbro Advertises Toys on Television (Great Events from History II: Business and Commerce Series)
Article abstract: Recognizing children as a large audience of television, Hasbro aired the first television commercial for a children’s toy, Mr. Potato Head.
Summary of Event
Hasbro was the first toy manufacturer to advertise on television. After realizing how lucrative the children’s market turned out to be, many toy manufacturers followed suit. At first, televised toy advertisements went relatively unnoticed, but eventually the effectiveness and abundance of the advertisements resulted in numerous rules and regulations concerning children’s programming and advertising.
For many years, children were not recognized as important potential consumers, primarily because of their limited ability to purchase products on their own. Their parents were viewed as the potential customers, and most types of advertising for children’s products were aimed at the parent rather than the child.
As television grew as an advertising medium, some companies realized that children themselves were prospective indirect consumers. The way to capitalize on this fact was to advertise directly to them and then let them convince their parents to make purchases. This seemed to be a roundabout way to achieve sales, but the skeptics grossly underestimated the effect of children on their parents.
Cereal companies were the first television advertisers to aim their efforts at children and to find their efforts...
(The entire section is 2174 words.)
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