Creating products and services for children of all ages might seem like an attractive business strategy, appealing to a broad market and maximizing potential sales. However, this approach is often inappropriate and can lead to numerous challenges that outweigh the potential benefits. Here are several reasons why focusing on a narrower age range is a more effective strategy; and in fact, protects children’s right to healthy development and well-being.
First, children of different ages have vastly different needs, interests, and developmental stages. What appeals to a toddler will likely bore a preteen, and what is safe for a baby might not be suitable for an older child. Attempting to create a one-size-fits-all product or service can result in an experience that doesn’t fully satisfy any age group. For instance, a toy designed to be safe for infants may not engage a 10-year-old, and an educational app intended for preschoolers will likely be too simplistic for a middle schooler.
Second, developmental appropriateness is critical. Children’s cognitive, emotional, and physical development progresses rapidly in the early years, necessitating products and services that cater specifically to these stages. One aimed at all ages risks missing critical developmental milestones, potentially hindering a child’s growth. For example, an app that claims to educate children from ages 2 to 12 is unlikely to provide the tailored learning experiences required for each age group’s unique needs.
Third, marketing and branding challenges arise when targeting a broad age range. Parents, who are the primary purchasers of children’s products and services, seek those that are clearly designed for their child’s specific age and development level. Similarly, teachers are often the ones deciding what products fit well into the classroom and are focused on their specific grades. A brand that tries to cater to everyone often ends up appealing to no one, as it fails to establish a clear identity or communicate its value effectively.
Lastly, safety regulations vary significantly across different age groups. A product safe for a teenager might pose risks for a toddler. Adhering to safety standards for all ages complicates the design and manufacturing processes and can increase costs substantially.
In conclusion, while targeting a broad age range might seem beneficial, focusing on specific age groups ensures products and services that meet children’s developmental needs, satisfy parental expectations, and adhere to safety standards. You can see how this is supported by the United Nations Convention on the Rights of the Child, which states that all children have the right ‘to engage in play and recreational activities appropriate to the age of the child’. This targeted approach leads to higher quality, more effective products, and a stronger, more trusted brand.
Sources
Bekker, M. M., Barendregt, W., Markopoulos, P., & Read, J. (2014). Teaching interaction design and children: Understanding the relevance of theory for design. Interaction Design and Architecture (s), 21, 9-24.
Pothong, K., Livingstone, S., Colvert, A., & Pschetz, L. (2024, June). Applying children’s rights to digital products: Exploring competing priorities in design. In Proceedings of the 23rd Annual ACM Interaction Design and Children Conference (pp. 93-104).
United Nations. (1989). United Nations Convention on the Rights of the Child.
Ruffino, A. G., Mistrett, S. G., Tomita, M., & Hajare, P. (2006). The universal design for play tool: Establishing validity and reliability. Journal of Special Education Technology, 21(4), 25-38.