Case Study No. 1: The Shift Towards Pre-Teen in the Canadian Market
From its first appearance, the product was clear in its target audience—the “young teenagers”. The description of its “high impact polyethylene” case outlines an attempt to appeal to parent-consumers, capturing their attention in delivering a high-quality sturdy product. It is exactly this quality that marketers seem to have latched on in the later years of the product at Sears. By the early 1970s, it was no longer marketed primarily to teenagers but instead rebranded as a “kid-proof phonograph.”Model RM 110
for the young set
Groovy valentine for the young teenager! White, beige and brown portable phonograph with solid state circuitry… high impact polyethylene case (guaranteed unbreakable for 1 year) 4-speed recessed turntable and has storage space for 10 45s. (fig. 8)
As seen on November 25, 1972 in the Sears catalogue section of The Hamilton Spectator (fig. 23), the product was given the label “Double-walled portable ‘kid-proof’ phonograph.” The full ad copy reads:
The record player underwent a notable redesign, incorporating Mickey Mouse branding, including graphics inside the cover and a custom Mickey Mouse tonearm. The term "kid-proof" was emphasized in the title and ad copy, reinforcing its durability with phrases such as “tough” and “practically indestructible.” This marketing strategy was designed to tame parental anxieties about product longevity and reliability, ensuring that parents, who were ultimately responsible for the purchase, felt reassured. The messaging explicitly targeted a younger demographic, marking a shift from its original teen audience to pre-teens and children.Gift Idea!
Double-walled portable
‘kid-proof’ phonograph
A phonograph so tough it’s practically indestructible! Makes good gift-giving sense because it will last for years; offers musical enjoyment for the whole family. Easy to play—just plug in and place the Mickey Mouse** tone arm on the record. Plays 33½ rpm and 45 rpm records with pull-up 45 rpm adapter. Child’s safety plug. White/Blue cabinet.
**copyright Walt Disney Productions (fig. 23)
A similar transition is evident in Fig. 7, which showcases the product’s first known appearance in the Canadian market in a Canadian Tire advertisement from December 9, 1969. The full ad copy reads:
It appeared again in another Canadian Tire ad one year later on December 8, 1970. This time, the ad copy reads:4-SPEED C.G.E.
Record Player
Teenager hit! Plays mono or stereo. All-transistor solid state. Electronic Amplifier. 34-9320. (fig. 7)
Within these two Canadian Tire advertisements, we can observe a clear shift in target demographic. The earlier ad explicitly uses the term “teenager,” positioning the record player as a product for young adults. However, in the later advertisement, the language shifts to a more diminutive term, “mini-swinger,” suggesting an effort to appeal to a younger, pre-teen audience.C.G.E RECORD-PLAYER
A 4-speed mini-marvel for mini-swingers. Plays mono or stereo records—any size, any speed. Neat, compact—lightweight, sturdy. With solid state circuitry for instant warm-up. 34-9320.
- Size 13½ × 9¾ × 5½”; 4-speed turntable plays 16, 33½, 45, and 78 rpm
- 4” dynamic speaker provides clear rich sound, with electronic amplifier
- Washable hi-impact polystyrene case with orange plastic deck, tote handle
- Compatible mono/stereo cartridge (fig. 14)
