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Photo: Robert Nickelsberg/Getty Images

Retailers are marketing directly to kids with personalized messages on their smartphones, WashPost national retail reporter Abha Bhattarai reports on the Sunday Business cover.

The big picture: "Children and preteens are more connected to the Internet than ever, which means retailers are looking for new ways to ... sell ... directly to young shoppers on their phones, tablets and laptops."

"[C]ompanies are flocking to Snapchat, YouTube Kids and other mobile apps to reach children with personalized messages."

The Snapchat factor: "Nearly 1.5 million children age 11 and under have active Snapchat accounts, according to data from eMarketer, which expects continued double-digit growth in coming years. (Snapchat requires that users be at least 13.)"

  • "The social media platform ... has emerged as a holy grail for retailers in search of young consumers.
  • "That is especially true ... during back-to-school seasons, where last year users spent an extra 130 million hours ... to chat with friends and connect with popular brands such as Vans, Hollister and Michael Kors."

Also big for reaching tweens: YouTube.

P.S. Amazon "allows children as young as 13 to create their own logins... Parents can either set spending limits or ask to approve all purchases."

Go deeper

The week the Trump show ended

Data: NewsWhip; Chart: Andrew Witherspoon/Axios

Donald Trump was eclipsed in media attention last week by President Biden for the first time since Trump took office, according to viewership data on the internet, on social media and on cable news.

Why it matters: After Trump crowded out nearly every other news figure and topic for five years, momentum of the new administration took hold last week and the former president retreated, partly by choice and partly by being forced off the big platforms.

Pay TV's bleak post-pandemic outlook

Data: eMarketer; Chart: Axios Visuals

The pandemic has taken a huge toll on the Pay-TV industry, and with the near-term future of live sports in question, there are no signs of it getting better in 2021.

Why it matters: The fraught Pay-TV landscape is forcing some smaller, niche cable channels out of business altogether.

34 mins ago - World

Biden sets his sights on China

Photo illustration: Eniola Odetunde/Axios. Photo: Frederic J. Brown/Getty Images  

The new administration's first few moves and statements on China suggest that President Biden may continue some of the Trump era's most assertive policies.

Why it matters: China's severe domestic repression, its dramatic rise as a technological superpower, and its increasingly aggressive actions around the globe mean that the world expects the American president to take action.

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