10 Minutes With … Zigazoo Kids on the Challenges Faced by the Licensing Industry

As president of Zigazoo Kids, Ashley Mady leads the largest (and safest) social network for kids, reaching millions of families nationwide. On Zigazoo, brands, celebrities and kid creators create challenges, and real kids respond with verified videos. Ahead of the Brand & Licensing Innovation Summit (B&LIS) Nov. 2-3 in New York City, she talks with License Global on how the company creates brand loyalty that keeps kids and their parents coming back. 

License Global: What are the leading challenges the industry is facing right now? 

Ashely Mady: The most pressing challenge in our industry today is fragmentation. Reaching any target audience has become increasingly complex, and the kids’ audience is even harder.  

To connect with both children and their parents, marketers often have to design separate, unrelated experiences or resort to co-viewing, which may not effectively convey the intended message to both demographics properly.  

Furthermore, complying with the Children’s Online Privacy Protection Rule (COPPA) restrictions limits authentic engagement with children. I take great pride in the innovative solutions we’ve developed at Zigazoo Kids to address these challenges while also keeping kids safe and creating an enjoyable experience.  

What will you be sharing in the Brand & Licensing Innovation Summit session you’re participating in? 

I’ll be delving into the landscape of marketing to Generation Alpha. I’ll explore innovative approaches to engage young audiences and their parents, including strategies for creating the “nag factor” and guiding the path to purchase. Additionally, I’ll emphasize the value of establishing brand loyalty from the earliest ages and share progressive methods to achieve this goal. 

What drew you to speak at B&LIS this year? 

I’ve always had a deep passion for our industry, and I’m genuinely excited about the groundbreaking work we are undertaking at Zigazoo. I saw this as an excellent opportunity to share the valuable insights and experiences I’ve gained at Zigazoo and across my career. It’s also the first time I've attended this event. 

What excites you about engaging and learning from your community in person at B&LIS this November? 

I’m eagerly anticipating the abundance of inspiring conversations that are bound to take place at the event. In-person gatherings have a unique ability to spark creativity and innovation, and I’m excited to witness the transformative discussions that will propel our industry forward this year.  

Register for B&LIS here..