The “Smarter Start from 14" initiative calls for stricter age limits for smartphones and social media. Specifically: smartphones only from the age of 14, social media only from the age of 16. The demand hits a nerve — many parents, teachers and experts are watching with concern how young people are increasingly suffering from the negative effects of digital media. But are these suggestions also useful and effective? And what do international examples say about this?

Artificial intelligence has reached a turning point in the rapidly evolving marketing landscape. What was once considered a futuristic technology is now an indispensable tool for marketing agencies that want to be successful in the highly competitive B2B environment. This article highlights how innovative agencies are using AI to achieve exceptional results and set new standards in the industry.

With Natalie Warth, KB&B - Family Marketing Experts has won an experienced creative as new Director Creation. With her comprehensive expertise, she will further strengthen the agency's creative orientation.

I still remember the moment when I realized how powerful a medium can be that is really heard — a medium that not only entertains but also stays in the memory for a long time. In a world where social media is constantly advertising itself with a flood of visual stimuli, our kids' podcasts offer an intense, auditory experience.

A large survey of 349 children between 7 and 15 years of age shows that the young generation has a clear opinion on many political issues. Here are the most exciting findings.

“Mom, I want that! “— Why children are the true drivers of buying decisions

For families, holidays are more than just a break from everyday life — they are an opportunity to spend valuable time together, create memories and strengthen the bond between parents and children. At the same time, travel planning presents companies with particular challenges: How can an offer be designed that inspires both parents and children alike? And how can providers ensure that they retain the target group in the long term?

The 2025 Toy Fair once again showed how the industry is developing — from smart toys to sustainability to new digital trends. Many of these developments are exciting and groundbreaking. But not every change is positive per se.

The toy fair in Nuremberg is much more than a gigantic collection of toys — it is a glimpse into the future of the industry. Established brands, innovative start-ups and industry experts meet here to present the latest trends and developments. My visit impressed me, inspired me and showed me where the market is heading.

Ein neues Jahr bringt frischen Wind: Wir freuen uns, mit Luana eine vielseitig talentierte Junior Projektmanagerin in unserem Team begrüßen zu dürfen!

No sooner have we understood Generation Z and Alpha than Generation Beta rolls in. Get ready to sell them the latest tablet!

Marketing for children and families is going through a period of change in 2025. Technological advances, social dynamics and changing consumer demands require brands to realign. Families expect more than just products — they're looking for experiences, transparency and authenticity. Companies are faced with the task of adapting their strategies to these new requirements and establishing long-term relationships. In this article, we look at the five key trends that will significantly shape family marketing.

Mit der jährlichen „Build to Give“-Aktion ruft LEGO dazu auf, Kreativität und Großzügigkeit zu vereinen. 

Die legendären Stop-Motion-Spezialisten von Aardman Animations, bekannt für Klassiker wie Wallace & Gromit, haben sich mit Apple zusammengetan, um einen festlichen Kurzfilm zu erschaffen.

Generation Alpha, born between 2010 and 2024, is growing up in a world characterized by social media and influencers. These digital natives have their own expectations and preferences, which makes them an exciting but also challenging target group. Brands that want to communicate successfully with Gen Alpha must not only be creative, but also consider ethical and legal aspects.