The Age of Kidults – From Nerd Culture to the Mainstream: Huge Potential, Concrete Strategies – How the Retail Sector Can Benefit

Kidults have massive purchasing power; they are noticed – but often not understood. The retail sector thinks in terms of target groups and product categories, but the fact is: Kidults don’t buy based on functionality. They buy when something holds meaning for them.

This session will cover:

• Why traditional target group models no longer work with Kidults
• How products become experiences that people really want
• The role gaming, collecting and community play in purchasing decisions
• What’s actually working in retail right now – online and in-store
• How to get started sensibly without burning through large budgets
• Which IPs you should be keeping an eye on right now