Splicetoday

Pop Culture
Sep 08, 2008, 07:53AM

Wii for small children. (Whatever happened to Legos?)

This seems rather obvious: market video games to younger and younger children and have a consumer base for longer and longer periods of time (quoth Yeah Yeah from The Sandlot: "For. Ev. Er.").

"We said, 'Let's turn guilt into gold. Let's let moms say yes to video games,'" said Julia Fitzgerald, VP-marketing for VTech. "We focus on fun for the child and an age-appropriate curriculum for mom."

VTech is tapping into the trend of children playing video games younger and younger. That trend is fueled by the long-held desire of youngsters to do what their older siblings are doing but also -- as video gaming passes its 30th anniversary -- to do what their parents are doing.

The average age at which kids first use a video-game console is now just 6.3, according to NPD Group's Kids and Consumer Electronics study. However, more than a third of 4- and 5-year-olds have played some kind of video game.

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