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Kids Cool With Celeb Endorsers

Food, beverage, apparel and cosmetic marketers are investing heavily in celebrity endorsements featuring personalities with kid and teen appeal. So Saatchi & Saatchi's Kid Connection asked their Roving Reporters, an online panel of kids ages 8-15, how they feel about celebrities who are associated with products.

How does seeing their favorite celeb in advertising influence their interest in the product? Roving Reporters (RRs) shared their thoughts on good and bad celebrity role models, as well as their interest in licensed products featuring images of celebrities.

Most RRs approve of celebrity endorsements because they recognize that they benefit many players: The celebrities make extra money, marketers may sell more products, and when the endorsements are public service announce-ments, consumers can be positively influenced by celebrity role models.

"If they need a little extra cash, it's fine," says Bruce, 12. Tom, 15, feels star power "can influence people to buy things." Lindsay, 9, says if "someone they look up to is in a commercial against drugs, they won't do drugs."

"Why not?" responds Karina, 13. "It will help the company sell more." Hans, 10, says a commercial featuring a star may be more memorable. "People will ask, 'did you see that Michael Jordan commercial?'" Allison, 13, has no qualms about celebrity endorsements. After all, she argues, "It doesn't really hurt the normal people."

Will their favorite celebrities make kids more likely to buy the advertised product? The youngest RRs think so. The older ones say the product is much more important than the endorser.

Noel, 10, for example, says "I would buy a product that has Will Smith in the commercial because I like everything he does." But says Marla, 14, "I buy the product for what it can do for me, not because there is a famous face that comes with it." Jamie, 13, would be more likely to buy an endorsed product "only if I see the [celeb] using it in real life."

If I Made a Product...

RRs like the idea of celebrities having their own products, such as Michael Jordan's Air Jordans. Like Jordan, most would develop products that reflect their own talents and interests. "Since I want to be a famous singer, I would have my own CDs," says Caitlin, 9. Riley, 8, would make "a baseball bat that would never miss the ball."

Several kids want to personalize their products. "I'd make a Barbie doll that looks like me," says Cassidy, 8. Hayden, also 8, would make "Hayden's Beanie Baby and Pillow Pal Club." And Abby, 13, says, "I don't know what I'd make, but I know I would name it after me!"

Added Values

Many teen RRs stress the need to create good-quality, highintegrity products. Rochelle, 15, would make "something I really believe in." She'd choose carefully because "whatever the product is, people will think of me when they use it."

Others would express their values through products. Kelly, 13, would design "jewelry and give the money (from sales) to the poor." Calvin, also 13, says "My product would have to be something that helps charities. It could be anything from shampoo to shoes."

The RRs say the best celebrities are those who are outgoing, funny and talented. Many believe it's important for celebrities to be generous with their money and to support those in need. "A celebrity should be kind, generous and moral," says Elise, 14. "They should be caring and participate in good causes," agrees Claire, 10. Josh, 15, says stars should "use their influence for good causes by donating money to charity and joining organizations."

RRs also feel the best celebrities have "the right look" (Matt, 14), are "nicely dressed" (Anastasia, 11), "enjoy what they do" (Lana, 12), "exercise every day" (Sal, 9) and "know how to handle the attention they get as stars" (Mitchell, 13).

Playing a Role Model

RRs strongly believe celebs should be good role models to kids. RRs admire a wide range of personalities, including Drew Barrymore, Rosie O'Donnell, Michael Jordan, Princess Diana, Mia Hamm, Eddie Murphy, Madeline Albright, even Big Bird and Barney.

When it comes to bad role models, younger kids say that stars who smoke, take drugs or promote violence can negatively influence kids. Older RRs dislike celebrities who act spoiled. "They shouldn't think they're better than everyone else," says Darcy, 11, or says Nick, 13, "use their status to do whatever they want." Sasha, 12, adds that "the public can see when fame goes to a star's head."

Many kids named Marilyn Manson, Dennis Rodman and actors in violent movies as bad role models. Others cited Busta Rhymes (Ian, 14), wrestlers (Scott, 11), Jerry Springer (Stella, 12) and Bill Clinton (Shayna, 9).

Seen, Heard But Not Worn

But kids aren't running to the mall for a Michael Jordan t-shirt or Rosie O'Donnell water bottle. RRs of all ages think celebrity posters are okay, but teens in particular draw the line at tshirts and action figures.

So although Weston, 9, believes celebrity t-shirts are "in style," Arielle, 13, believes "a poster is okay if the celebrity is a hot guy but not a t-shirt!" Will, 13, says "You're obsessed if you have (your favorite celebrity) on a t-shirt." Lisa, 15, sums it up best. "Celebrities are to see and hear - not to wear!"(Holly Gross, Saatchi&Saatchi, 212/463-2020)