KAGOY

n. a marketing concept based on the idea that children participate in pop culture or desire material goods intended for older consumers. Subjects: English, Advertising, Acronym

Etymological Note: kids are getting older younger

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Citations: 1998 Leonie Wood The Age (Dec. 12) “Make Or Break Time In Toyland” p. 1: Kids are getting older younger—known as KAGOY within Mattel. Children are becoming more sophisticated faster than previous generations and are increasingly savvy about the world around them. 1999 Donna Leccese Playthings (Oct. 1) “Baby steps” vol. 97, no. 10, p. 28: Younger children want the same kinds of products as their older siblings…With the KAGOY philosophy, there are more opportunities to broaden our product range. 2003 Anne Sutherland Kidfluence (July 21) p. 40: KAGOY actually begins much sooner than that and in a more altruistic form. Parents, in the hopes of giving their child a head start in life, are now readng and playing music to their unborn babies. 2005 Chuck Salter FC Now (Feb. 23) “Adult Toys—No, Not That Kind”: Another problem facing the industry is “kagoy.” Translation: “Kids are getting older, younger.” As early as 8, they’re putting down traditional toys and turning to video games and the Internet.

Posted 8 Mar 05 | Permalink | Tell a Friend