Interactivity will fast become a form of child play; to enter their world, marketers must be in their playground.
Because computer interactivity is an active experience, children will become more involved in a brand: its attributes, characters and equities.
Through understanding how children relate to online media, a brand can become a pleasurable source of interactive play.
"Interactivity is a natural response to four themes in childhood development including attachment/separation, attainment of power, social interaction and mastery/learning," said Rachel Geller, senior VP-group planning director at Kid Connection. "When a product provides children with an answer to one of these issues, it can become important in the world of the child."