Playing NICE

Griffin, Cara
April 2006
SGB;Apr2006, Vol. 39 Issue 4, p16
Trade Publication
The article deals with the strategies of firms manufacturing action sports gears to market their products to children. At Vans, a key aspect of marketing to children comes via the brand's exposure on television and through its sponsorships of mega action sports events. Brands such as Quiksilver and Dragon Optical reach the youth market with product and marketing that both parents and children relate to.


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