Contact us for your kids & family marketing projects and kids experiences. Dreammachine, www.dreammachine.be, gerda@dreammachine.be, +32 (0) 479 98 26 34. Presentation given by Gerda Van Damme (Dreammachine Kids) at the Kids & Family Marketing Congress, organized by Dreammachine Kids in Brussels, September 2016.

1. THE
EMPOWERED
KIDS
OF GEN Z

2. dreammachine.be
adults have ‘fucked up’ the world -
what adults can learn from children

3. dreammachine.be
empowered kids are
treated as individuals

4. dreammachine.be
1. Less children
2. New family compositions
3. Emancipation of mums
4. Blurring line between
childhood and adult life
(KGOY)
* ‘Générations Pub’, Julien Intartaglia
the child as a king
4 important factors*

5. dreammachine.be

6. dreammachine.be
adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

7. dreammachine.be
adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

8. dreammachine.be
adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

9. dreammachine.be
adultification of childhood
KGOY
 New education principles
(early stimulation)
 Media
 Limitless information
 Technology

10. dreammachine.be
digital natives
vs digital naives

11. “children are an authority about the biggest revolution
in society”
* Don Tapscott, Growing up Digital

12. dreammachine.be

13. dreammachine.be
the STEM and
coding hypes

14. dreammachine.be
maker generation
looming v 2.0

15. dreammachine.be
kids make
their own toys

16. dreammachine.be

17. dreammachine.be
empowerment
3 components
mastery
independence
control

18. dreammachine.be
mastery
woeffies

19. dreammachine.be
independence
woeffies

20. dreammachine.be

21. dreammachine.be
control
give kids impact

22. dreammachine.be
adults listen to kids –
what do you want before you turn 12?
100.000 answers
(flemish market only!)

23. dreammachine.be
adults listen to kids –
museum inspectors, Kids Choice Awards

24. dreammachine.be
feedback sessions
boys 8-12 focus

25. dreammachine.be
co-creation
wear your imagination

26. dreammachine.be
co-creation
with ikea

27. dreammachine.be

28. dreammachine.be

29. dreammachine.be
“You don’t
need a
prince to
save you.”

30. dreammachine.be

31. dreammachine.be
Like a girl - Always

32. dreammachine.be
goldie blox – we need new heroes

33. dreammachine.be

35. dreammachine.be

36. dreammachine.be
the world is making adaptations for kids
cultural renaissance

37. dreammachine.be
imitation of the adult world
version 2.0

38. dreammachine.be
accessible
fame

39. dreammachine.be
Fame of ‘normal kids’
reflects on products

40. dreammachine.be

42. dreammachine.be
“My son is turning into
a thinking person and
I enjoy letting him make
decisions for himself
and I also like giving
him choices and
having him
chose.”
Mum of boy aged 2 to 4

44. dreammachine.be
“You don’t decide how
your story begins.
But you do get to decide
how it ends.”

45. dreammachine.be
You can be anything – Barbie (Mattel)

46. dreammachine.be

47. dreammachine.be
1. Put the kids in the center of your
product or service design.
They count.
2. Don’t talk down on kids.
Target above age.
3. Respect the child as an individual.
4. Give kids a voice.
5.Kids know more and can do more
than you think.
6. Co-create.
7. Roll out the red carpet for the kids.
8. A truly empowering message
resonates and stands out.
YOUR REWARD WILL BE SURVIVAL IN THE LONG RUN BY GAINING THE
SYMPATHY OF A WHOLE NEW CROWD OF INFLUENTIALS.

48. THANK
YOU
www.dreammachine.be

50. dreammachine.be
On-target creative and
memorable concepts for kids
UX design of products (interface
and interaction) for children
Development of your
experiences for children
(Re)design of kids customer
journey with your products
Digital kids marketing
projects, optimized for the
best conversion
Insights based upon our focus
group sessions with children,
enriched with desk research
DIGITAL EXPERIENCES AUDIO-VISUAL EXPERIENCES KIDS EXPERIENCES
Original music composition &
sound tracks
Video production services:
production, motion design, screen
writing, interactive video
Video for digital signage and
for retail experiences
Social video (video for social media,
e-news, sales contacts,…)
Online contests and games with
marketing purposes
Favorited websites, apps & landing
pages
Digital campaigns (creative
concepts & execution)
Engaging (social) content for your
audience, adapted to their interests,
demographics and behavior
Digital concepts for retail areas
Virtual reality & augmented reality
Video for e-learning, tutorials,
instructional video
Video for marketing campaigns (banner
ads), landing pages and websites
appealing to the heart of the customer through…

51. We tell your
brand story
in today’s
media