Not worth it. With a title like that, you'd think the author would provide a strong bibliography, some hard-to-find figures, real-life cases... Not at all. His book reads more like a self-promo written in point form around obvious concepts. Not the kind of material we're used to coming from Free Press.

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2 of 3 people found the following review helpful:

5.0 out of 5 stars A breakthrough in developing products/programs for kids!, 6 Feb 1999

By A Customer

This review is from: What Kids Buy and Why (Hardcover)

This book is a milestone in guiding those interested in developing products and programs for kids. Not only does in cover the nuts and bolts of marketing/promoting/advertising products for kids, but provides the reader with solid psychological reasons why and how products can be created that are matched to the child's developmental level. This in an of itself is fascinating reading and fundamentally important to understand if you are serious about maximizing your product's effectiveness. This book is loaded with age range breakdowns and vital target information, gender specific similarities and differences and other important information. Additionally, there are many actual product examples to help the reader understand the points the author is making. I strongly recommend this book if you want to understand your target audience, create and develop, powerful products and finally, watch your product succeed in the marketplace!

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1 of 2 people found the following review helpful:

4.0 out of 5 stars Good overview of stages of child development, 16 April 1999

By A Customer

This review is from: What Kids Buy and Why (Hardcover)

More interesting as a primer for what different age children are "into" (or could be into) than for the step-by-step how-to sections.

I agree with the reviewer who notes that it reads a bit too much like a sales pitch; I don't think it detracts too much from the observations.

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