Should I let my kids play on company brand websites, such as LEGO and My Little Pony?
Brand engagement -- getting kids to interact with brands online -- is the name of the game in today's marketing environment. Games, activities, contests, and Facebook pages all are ploys to build brand loyalty with future consumers. And, yes, kids are taking the bait. But there are plenty of quality sites out there with characters kids will recognize and that have less advertising (such as PBS Kids). We suggest taking a few minutes to check out any site your kid is begging to play on. If it's loaded with advertising, or the quality of the content is poor, be ready to offer an alternative. If your kid does play on branded sites or encounters advertising online, make it a teachable moment, and help kids recognize what they're being sold.