The Family Room helps leading marketers successfully, re-position, re-stage, re-launch, and re-energize many of the world's most iconic child and family brands.

We do this by combining a team of gifted kid and family brand strategists with an insatiable appetite for disruptive thinking with a whole new set of research tools that let us anticipate the most powerful emerging trends and reframe your brand and category through the new and highly collaborative realities of family decision making.

For established brands, this combination of resources opens a whole new set of possibilities for new and more powerful targeting, messaging, and innovation. And it often unearths opportunities for new-to-the-world products and programs that move markets.

Ask our clients or look at their revenue growth. They keep coming back to The Family Room for bold strategic leadership in these and other areas:

targeting strategy
Who to target — moms or kids? We can help you understand which option makes the most sense for your product or service. And we can show you how to create messaging strategies that drive growth on a kid consumed brand in a mom-only advertising environment.

new product opportunity scoping
Whether an established or emerging category, we can help you see the landscape as a kid or their parent would see it, separately or together. We pinpoint unmet needs and quantitatively validate strategic drill sites before investing money in creative development.

kid/family brand positioning and communications strategy
Our "Power Positioning" process has successfully helped clients like Kraft, Hershey, Disney, Mattel, and the National Children's Museum, among many others, develop highly successful kid, parent, and family messaging strategies.

health and well being growth strategies
We study and interpret the latest trends in mom and kid definitions and prioritization of what health and well being means to them. With this in hand, we can transform this fast-growing trend from a liability to a powerful business driver, even for historically indulgent or playful kid products.
See our specialty practice areas.

jump-starting an established brand
The Family Room strategists can help you quickly optimize your brand's positioning and create a variety of product and non-product events capable of triggering short-term volume growth while building long-term brand equity.

family decision making
Whether it's a fruit snack for the child's lunchbox or a family vacation destination, today's families make decisions together. The Family Room interprets how family dynamics apply to your category and use it as a tool to inspire a new generation of messaging strategies, innovation pathways, and event ideas that uniquely appeal to multiple family members.