Menu Close

26 Brands Speaking. 1 Day. Your Toughest Kids Marketing Challenges Tackled For 2021! Virtual & In Person Tickets Available. For group discount prices, please call + 44 (0) 203 479 2299.

Hot Trends & Insights & Inspiring Marketing Campaigns To Engage Kids & Parents! Hit The Mark With Kids & Win Over Parents With Insight-Led, On-Trend, Engaging & Responsible & Compliant Social Media, Digital, Tech, Content & Multi-Channel Marketing To Strategies To Boost Conversions & Create Family-Favourite Brands  A One-Day, Industry-Led Conference & Virtual Event, 3rd February 2021, Central London

08.30 Registration, Morning Coffee & Objective Setting

09.00 GIC Welcome & Chair’s Opening Remarks

Nancy Twynam, UK Marketing & Brand Director, BBC Studios

Kids' Trends & Insights - Double Perspective

09.10 What Do Kids Really Want? Understand Kids’ Trends & Insights To Ignite Your Campaigns, Remain Relevant, Add Excitement & Ultimately Put Your Brand On Top Of The Wishlist

  • Can you anticipate what is the next talk of the playground? What is the Fortnite, L.O.L Surprise! or Tamagotchi of 2020?
  • How can you tap into what kids really value, how they spend their free time and pocket money and deep dive into different drivers for different age groups from under 8s to 9-12 to 13+?
  • Family, friends, teachers, media, environment – exploring the different influences on kids’ choices today and over the next 12 months
  • Leverage emerging trends for captivating campaigns and fly-off-the-shelves products which accurately reflect what kids really want

09.10 Perspective One

Claire Low, Marketing Activation Director, Cadbury

09.30 Perspective Two

Christine Phillips, Director of Marketing & Communications, The Children's Society

Kids Unravel The Secrets!

09.50 Hear From Our Panel Of Schoolchildren To Get The Latest Gossip & See If Your Brand Is Keeping Up To Date With The Latest Trends!

10.20 Morning Refreshment Break With Informal Networking

Trends For 2021: Definitely, Maybe & Not A Chance

10.50 Bonus Session; Reserved For Exclusive Conference Partner.

The world has changed beyond recognition and the family unit is at the epicentre of this change. Each year Kids Industries undertakes an annual trends report looking forward to the things that are going to take centre stage in the year ahead and we’ll be sharing the 21/22 edition for the first time at the conference. It’s an immersive exploration of family life and how the changing world is impacting their consumption of products, brands and experiences.

We’ll share primary qual and quantitative research considered analysis and our predictions that are going to make 2021/22 unlike any year ever.

Gary Pope, CEO, Co-Founder, Kids Industries

Parents Trends & Insights

11.05 Open The Gate For The Gatekeeper! Insights Into Parents & Parenting Today To Understand Purchasing Drivers, Trust & Expectations & Propel Brand Awareness, Engagement & Sales

  • What makes or breaks a parent’s trust and where do their boundaries lie? Navigating changing expectations for trust-enhancing, engaging comms which position you as their ‘go to’ brand
  • Pester power! Explore to what extent it is kids or parents who dictate the family purchases – and how can brands profit from this?
  • Foster brand awareness, engagement and sales with targeted content, channels and campaigns which resonate with your parent audience

Speaker to be announced.

Family Trends & Insights - Q&A Panel

11.25 Get Smiles All Round From Kids, Parents & Grandparents Alike By Harnessing Family Trends To Ensure Your Brand Is Appealing To All Generations, Guaranteeing Long-Term Loyalty

  • There is not one standard family portrait! Explore the variety of modern-day family make-ups, income brackets, parental ages and family values to paint a picture of all the families out there
  • The right tone, content and messages to achieve a brand which appeals to two or three different generations
  • It is beginning to look a lot like ... that busy time of the year again! How can your brand appeal to wider family gift givers whether that may be aunts, uncles or grandparents?

Michael Swaisland, Head of Insights EMEA, Mattel Inc


Will Speer, Head of Magic Star, Sony Music Entertainment

Hayley Woodward, Head of Global Marketing, Rubik’s

John Collins, Commercial Brand & Licensing Development Director, HarperCollins Children’s Books

Vicky Morley, Creative & Marketing Director, Cosatto

Gemma Sherrington, Executive Director of Fundraising & Marketing, Save The Children UK

Daniel Mills, Head Of Autumn Children’s Publishing, Bonnier Books

Education... Education!

11.55 Going Where The Kids Go

Winton Rossiter, Managing Director, Jazzy Media

Kids On Social Media Today

12.10 Children & Social Media: Risks & Rewards

12.30 Lunch & Informal Networking For Speakers, Delegates & Partners

Informal Peer-To-Peer Discussions

13.00 Informal Peer To Peer Discussions

A) Millennial Parents

Nicola Jenkins, Head of Marketing, Global Brands, TOMY

B) Attractions & Days Out

Alison Fraser, Head of Marketing, Science Museum

C) Sustainability

D) Factual Content & Engagement

Daniel Mills, Head of Autumn Children's Publishing, Bonnier Book

E) Engaging Schools

Sarah Lough, Children's Marketing Manager, Faber & Faber

F) Kids Food & Drinks Trends

G) Healthy Food Trends

Richard Lakeman, Head of Sales & Marketing, Born Tasty

13.30 Chair’s Afternoon Opening Remarks

Nancy Twynam, UK Marketing & Brand Director, BBC Studios

Parents On Social Media

13.35 Win Parents Over On Social Media With Savvy Strategies Which Target Different Demographics, Harness Influencer Marketing & Deliver Engagement & Sales-Boosting Content

  • Select the right social media platforms to advance your online engagement with parents and improve targeting based on background, children’s ages and interests
  • Communication is key! Tailor-made social media messages to target specific demographics of parents and enhance brand loyalty
  • Explore the role of influencer marketing in reaching and engaging parents; where does and doesn’t this generate high impact?
  • Measuring success! Assess parents’ social media engagement levels and determine channel ROI to inform future strategies

Kristina Stephens, Project Manager - Behaviour Change, NSPCC

Stephen Nutt, Head of Strategic Projects & Communications (Partnerships), NSPCC

13.55 Bonus Session; Reserved For Exclusive Conference Partner - The Pineapple Lounge.


Parents Talk Back! Live Parents Q&A

14.10 Is Your Brand’s Message Really Reaching Parents? Understand From Our Panel Of Mums, Dads And Guardians On What They Really Want For Their Children And How They Decide Whether Your Brand Is The Best!

Ethical & Compliant Kids Comms

14.40 Ensure You Are Up To Date With The Latest Regulations For Compliant Communications Which Safeguard Kids & Build Parental Trust

  • Keeping up with the changes to GDPR and COPPA regulations that can affect your brand’s future! Examine the latest updates to future-proof your brand and remain compliant
  • No hurdles in this game! Engaging kids online? How can verified parental consent buy into trust
  • Prioritise children’s wellbeing online and in wider advertising to ensure marketing is ethical and nothing rocks your boat!
  • Swimming against the current of fake news to educate parents and children alike and provide trustworthy, reliable information

Jo Redfern, Brand Manager, BBC Children’s & Education

15.00 Afternoon Refreshment Break


15.30 Future-Ready Channel Strategies Which Embrace Digital & Traditional Opportunities For Engaging, Profitable Comms On Every Platform

  • From conventional to consumer driven, pay attention to where kids and parents consume media, interact with brands and make purchases to determine where to focus resources
  • TV to Netflix, print magazines to blogs, emails to social media competitions; what are the cues to look out for to determine when or if to revolutionise strategies and balance existing traditional channels with emerging technologies?
  • Measure the impact of a multi-tier marketing approach to ensure every channel is pulling its weight

Mark Blackburn, Director of Media Management, Global Marketing Planning & Media, LEGO

15.50 Bonus Session; Reserved For Exclusive Conference Partner - Platypus Research.


Digital Advances

16.05 Succeed In The Online World With Fit-For-Future Digital Strategies & New Tech Adoption Which Excites Kids

  • Showstopping digital communications delivered to kids on a wide range of devices and platforms to capitalise on online engagement opportunities
  • Create safe places for kids to engage with their favourite brands online
  • Encourage creativity and involve fans in the evolution of the brand

Naomi Dare, Director of Digital, Coolabi Group

Content & Branding

16.25 Create A Buzz & Generate Long-Term Brand Engagement With Stand-Out, Exciting, Sales-Boosting Content & Branding

  • Fuel excitement and create a buzz with creative, fresh, fun content and video for marketing campaigns which inspire action and purchases
  • The challenges of creating targeted content which matches an audience which is always changing and growing up!
  • What, where, who and when? Adjusting tone, content and platform to craft impactful and engaging comms which appeal to kids and parents alike

Esra Cafer, SVP, Global Brand Management, eOne

Content Is King - Q&A Panel

16.45 Content Is King! Practical Advice & Lessons Learnt For Picture Perfect Content Which Engages Kids & Parents

Jo Trigg, Director of Communications & Engagement, Royal Academy of Engineering

Esra Cafer, SVP, Global Brand Management, eOne

Georgina Lewis, Head of Marketing, FA

Marianne McGoldrick, Sales & Marketing Director Legoland Windsor Resort, Merlin Entertainments

17.10 Chair’s Closing Remarks & Official Close Of Conference