Title: Too simple and broad
Product review: This is pretty simple and easy to read. There are many examples of successful and unsuccessful products. The book uses these as supporting arguments and the occasional quote from an industry person. But there is no other relevant research on the minds of children that makes them gravitate towards the things things they do. That is if there was, it was not cited. In addition, the research is outright sexist. It encourages readers to market to boys and girls separately, and in the most stereotypical ways possible.Instead, I recommend "Brandchild" by Lindstrom and Seybold is a much better and more in-depth look at the same topic. It says some of the same things as "Ever-Cool" but it is more up-to-date, more in-depth, less overtly sexist, and uses more numbers and statistics from their worldwide research to back up their claims. They also give more insight into how to target a group.
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