If you want to know what's hot among kids, check out what's going on during recess in any school around the country. Nowadays, the hottest property in Brazil (and what I've been reading in many countries around the World) is the FIFA 2010 World Cup Official Sticker Album. In the past two weeks, I've been myself driving to the neighborhood newstand to buy more stickers for my two daughters... who aren't really soccer fans. They tell me everyone at school (and even the teachers) is collecting the cards. This is a fascinating cultural movement.
Why is this so hot? Ok, I know that we're 45 days away from the coolest sports event in the World (I personally can't wait!), but why are kids so obsessed to collect these cards? My personal feeling is the following...
There's a certain thrill of exchanging cards with other kids
There's a tangible feeling of opening the envelopes, sticking the cards, seeing the album being complete that beats the many virtual experiences these kids have after school in front of the computer
There's a sense of belonging, that kids all over the world are doing the same
What can we learn from this experience that can apply to the brand experiences we provide?