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Unlikely Support for Branded Websites for Kids - Teachers

In the wake of child advocates’ criticism of youth-marketing practices, teachers and other educators are nevertheless willing to send kids to branded websites if they are not only safe and entertaining but also educational, according to research.

The newly released “Branded Website Evaluation Study” from Stars for Kidz asked teachers to identify which elementary grade national learning standards could be reinforced by activities found on a select group of more than 100 branded websites, and which they would use in the classroom.

The following five sites came out on top, based on the number of learning standards supported by activities on the website:

The Top 5 sites engage kids with interactive games and simulations that bring the products to life, according to Stars for Kidz.

At the top of the list, financial website www.orangekids.com, sponsored by ING Direct, was found to have the potential to help kids meet more than 75 discrete national learning standards in algebra, economics, math, problem solving, English literacy, measurement, geography and more.

Given the appeal of content-rich kids’ media sites like Disney and Nick, many consumer goods brand managers are hesitant to try to compete; some who’ve ventured into this space have been disappointed with the results - but what’s been lacking is support from parents and teachers, according to Stars for Kidz.

“We believe the next big thing on the Internet for kids will be bigger and better branded websites that provide learning enrichment that teachers and parents can endorse, that children can enjoy, and that marketers can use to build brand awareness and loyalty with their youth consumers,” said Stars for Kidz Research Director Dr. Adele Schwartz. 

“In reviewing the first 100 sites, it became clear that there are ample opportunities for marketers to address national learning standards when revising or developing their websites.”

About the study: Using a National Learning Standards Checklist with over 1,000 discrete elementary school grade standards across all curriculum areas, 80 teacher/evaluators (Stars for Kidz Faculty Lounge panelists) measured the potential for learning enrichment on the studied 100+ sites. This study is the first of what will be an ongoing review of branded websites on all grade levels.