Broadcast company, Turner has revealed some significant findings about kids’ value systems and preferred character traits after a recent study conducted in Saudi Arabia and the United Arab Emirates.
The study was released in conjunction with the launch of Cartoon Network Arabic’s Imagination Studios campaign, a new online creative competition for animation, of and drawing, aimed at children across the MENA region.
The research which was conducted on a sample size of 1,500 respondents, made up of children between the ages of six and twelve, their parents and teachers. While the survey covered key aspects of value systems, insights were also generated about personality and character traits.
According to the findings, kids in both nations placed a lot of importance on the personality of their imaginary hero and what they symbolise as opposed to what they look like. Kindness, inventiveness and adventurousness emerged as key traits that they’d like to see in entertainment characters.
Other key findings included the facts that – (i) 70% of people surveyed acknowledged that humour is a trait that they would like their characters to embody, a quality they also seek in their friends, and (ii) 43% of respondents preferred that their characters speak classical Arabic.
The company added that this insight gave rise to Cartoon Network Arabic’s Imagination Studios.
Tarek Mounir, vice president and general manager of Turner for Turkey, Middle East, North Africa, Greece and Cyprus said: “Since its introduction, the Creative Generation initiative has received tremendous response from kids, parents and schools in the region. Our recent endeavour, Imagination Studios, is an evolution of that creative concept, and is aimed at attracting a more diversified pool of young creative minds.”
Launched for the first time across the MENA region, Cartoon Network Arabic’s Imagination Studios provides kids with a unique insight into how some of their beloved cartoons are created. As part of the campaign, representatives from Cartoon Network Arabic will visit schools across Saudi Arabia, UAE, Qatar and Kuwait targeting at least 48,000 children with an aim to inspire talent and facilitate participation.
“Imagination Studios will encourage creative thinking in bright young minds, and offer a platform to showcase the talent of students across the region,” added Mounir.