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Our Bureau

Bangalore, Oct. 16 Entertainment enterprise Walt Disney and media agency GroupM have tied up for ‘Disney’s KidSense 2007.’

KidSense is a joint effort “to explore the world of kids in India and share insights with the overall kids business.” This initiative, started in 2006, includes annual research and periodic industry forums for stimulating discussions to better understand the kids market in the world.

Disney’s KidSense, conducted by research firm IMRB International, aims to be the “knowledge powerhouse for all stakeholders in the kids industry.”

According to a press release, the research findings this year “underscore the kids’ media interaction and consumption habits across conventional and new media. It also highlights the increasing influence of kids in the family purchase decisions across 13 product categories, including those which are not directly consumed by them.”

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