In this section you will find:
● Consulting Services and a link
to YMS Analysis Tools
YMS offers a broad range of services from
New Product Ideation to
Character Creation & Maximization.
PRODUCT IDEA GENERATION: YMS works directly with you to identify responsible
and enriching winning product
possibilities for specific youth targets.
YMS has developed
a proprietary, unique, and highly effective Ideation System. Over a
day and a
than 100 new product and line extension ideas were
ANALYSIS: Accurate determination of which youth age segments to target
and why: 0-3 4-7
YMS was contracted
by Nickelodeon to assist them in understanding the 3-7 and 8-12 year
old audiences for
the advertising and promotion of the Jimmy Neutron movie.
ANALYSIS: Identification of your proposed product’s Strengths, Weaknesses,
and recommendations for “Go”
Over a period of 8 years, and utilizing the YMS
proprietary system of analysis, YMS
relative viability in the marketplace of more
than 100 new toy and
game product ideas for Mattel. After an internal Mattel study, YMS was shown to be
accurately predictive at more than 85%! This in an industry in which there is typically
a 20% success rate for
new product introductions.
MAXIMIZATION: YMS will provide you with clear-cut recommendations for
eliminating the weaknesses and
strengths of your product or program.
YMS assisted Kraft Foods in determining which of a
dozen+ new snack ideas were most
viable - clearly indicating the strengths and weaknesses of each item,
recommendations for the maximization of the strongest products. In a
similar vein in
the animation arena, YMS assisted nickelodeon with maximizing programs
Sponge Bob Square Pants, Jimmy Neutron, The Wild Thornberries and
POSITIONING: Especially for today’s youth, powerful
and effective product
or program naming and
positioning is critical.
YMS will work with you to create the most
marketable approach to naming and
YMS helped Nestle formulate and test the names for
Magic chocolate ball
product lineup. For
Baylor University's Child Nutrition division, YMS/The Character Lab
generated the names Reggie
and Judy Fruity for their
characters designed to
help preschoolers eat more fruits and vegetables.
We’ll help you develop maximally effective packaging with exceptional youth
and parent appeal. We know which
approaches to language, color and graphics will excite
and engage them.
YMS has been closely involved with maximizing
packaging for more than 200 products.
Notable examples include Quaker Oats and General Mills snacks and
Kid Cuisine line of frozen meals, and dozens of toy packaging projects for Mattel.
YMS has developed a systematic approach to determining
and impacting the
effectiveness of youth advertising
in concept, storyboard, or final form.
Amblin-Spielberg contracted YMS to assure that the
advertising for Land Before Time
was on-target and age-appropriate for their audiences. YMS has assisted many
companies at the storyboard stage of creating advertising campaigns including
Mattel, Nestle, Quaker Oats and Johnson & Johnson.
TESTING: YMS has determined that ordinary focus group techniques are not
for getting at the special
communication abilities of youth. We have developed a highly
innovative approach to youth
testing that we call “Subject Testing,” and it has proven far
more accurate for getting at the underlying likes and dislikes of
YMS has conducted over 100 focus groups with kids, moms and dads. A recent
is a two city approach to testing different character depictions of the USDA's
Panther character with inner city, underprivileged youth.
Kids' Market Strategic Review is a "big picture" analysis of either a
or company's entire youth/all
family targeted products and programs. The KMSR provides
for maximizing a company's opportunities for success.
Example: YMS and
its Character Lab resources were contracted to analyze the entire Warner
cast of characters from Batman to Bugs Bunny and the Tasmanian Devil. The result
a major revamp of each of the "character bibles" and their entire approach to
TRAINING: YMS has conducted more than 50 half and full day workshops,
training company personnel on
child and youth development issues. These include the
Perceptions, Capabilities and Preferences of each of the stages of
and gender differences where pertinent.
Click Here for more on YMS Trainings
A recent example was the training of the USDA's Department
of Food and Nutrition
Services in distinctions related to age
segmentation, the Needs, Perceptions,
Capabilities and Motivations of Kids and Tweens, and
CHARACTER DESIGN AND MAXIMIZATION:
Character Lab has been involved with the creation of and maximization of 100s
characters utilized for products and programs. For details and a wide variety of
examples, please go to the:
Link to YMS Analysis Tools: