#BrandofMe - An online multi-media resource examining how young people use social media to brand themselves and achieve #InstaFAME

The kidsmediacentre is a research centre and children's industry think tank at Centennial College's Story Arts Centre. Working with our Children's Media Program and ECE Labs, we research children's media experiences and provide a range of creative research tools to help kids' content producers develop meaningful and inspiring entertainment.

An Ethical Framework

An Ethical Framework - The Report

kidsmediacentre launches groundbreaking Ethical Framework and Best Practices Report for Ontario children's developers

The kidsmediacentre, faculty and students at Centennial College embarked on a research journey to better understand developer challenges, practices and attitudes around content creation in the fast moving children's digital landscape.

Our goal was to develop a framework for understanding and creating ethical and appropriate marketing practices for reaching young audiences.

Research details »

Media Literate Kids

Kids' Panel - Picks & Pans | A savvy group of kids with a strong point of view about the media and the culture they consume.

Read what our kids' panel media critics have to say as they deconstruct the culture.

More from the panellists »

Community Blog

Community Blog

More from the blog »

Qualitative Research

Is your children's entertainment property sufficiently EPIC to make the grade?

Qualitative Research

Finally, a strategic planning and user engagement research centre for the children's content industry in Canada!

Read more »

Applied Research

Applied Research Partnerships = Funding ($) and support for kids' cross-platform properties

Applied Research

Consider partnering with Centennial to help grow your kids' brand. Our interdisciplinary faculty and all-star students apply their expertise to help develop your children's property!

Read more »

Social Science Research

Exploring children's media futures
 

Social Science Research

Using a combination of innovative research methods and collective creativity, the kidsmediacentre works on behalf of children's creative industries to generate knowledge and applied opportunities for those connected to the children's space.

Read more »

Leaders Talk Kids' Media

Leaders Talk Kids' Media

Missed that last youth industry conference? Hear what leaders in the kids industry have to say about developing engaging and relevant content for kids.

Industry Testimonials

  • LongStory“Working with the kidsmediacentre is always a wise choice strategically as well as a pleasure from an interpersonal standpoint. Debbie Gordon and her team are smart, skilled researchers and excellent presenters. I have learned more working with them than I have with any other consultancy. I believe it’s the breadth of expertise and the ability to execute with an eye to market success that makes them a key member of both the academic and private sector.”

    —Miriam Verburg • Owner & Executive Producer, Bloom Digital - LongStory
  • Spin Master“We have worked with Deb Gordon and the kidsmediacentre for several years and she and her team of students are very trusted research partners. Debbie has a deep understanding of children, their motivators and perceptions and has worked with us on Paw Patrol, Rusty Rivets, Little Charmers and Abby Hatcher.”

    —Arwen Hunter • Director, Research and Consumer Insights, Spin Master
  • TIFF“Centennial College’s kidsmediacentre – led by the intrepid Debbie Gordon – is a crown jewel in the Canadian kids media research and production ecosphere. As the Director of TIFF Kids, one of the world’s largest children’s film and media festivals (50K visitors annually), I cannot overstate the importance of the mission, vision and hard work of the kidsmediacentre team and student body.

    In a world where mind-bogglingly rapid (and commercially driven) technological development is stretching the boundaries of what it means to be ‘media literate’, the critical perspectives and industry collaborations fostered here provide a vital service to all those struggling to keep up. The TIFF Kids team rely on (and are most grateful for) their expertise in helping us make informed selections regarding digital content; develop media literacy activities; and stay connected to producers through their myriad industry connections.”

    —Elizabeth Muskala • Director, TIFF Kids
  • Bloorview Research Institute“Our collaboration with Debbie Gordon, Director of the kidsmediacentre, and Bohdan Ruzycky, Digital Visual Effects Coordinator and Professor at Centennial College brought to life our ambitious vision and desire to create child-friendly video games to support physical therapy in an enjoyable way. The Centennial College team provided high-quality expertise through their many talented students and alumni from their Game Art and Design, Interactive Media Management and Fine Arts program. The enthusiasm, dedication, and drive of the team was unparalleled and we were continually blown away by their creative output.

    “The insights of the team were vital in our efforts to create an interactive experience that, while feeling like a mainstream game, achieved specific therapy goals unique to our application for children with disabilities. The Centennial College team was also quick to understand what we were looking for, as well as the specialized needs of our target audience. Our collaboration with Centennial College was extremely rewarding not only for us, but for the many children that we serve, and enabled us to create a series of games that are now being used and enjoyed by children in rehabilitation clinics at Holland Bloorview Kids Rehabilitation Hospital.”

    —Elaine Biddiss, PhD, PEng
    • Scientist, Bloorview Research Institute, Holland Bloorview Kids Rehabilitation Hospital
    • Assistant Professor, Institute of Biomaterials & Biomedical Engineering, University of Toronto
  • NDi Media“Research played an essential role in the development of a unique NDi project focused on the well-being of young children and their families. The thoughtfulness and consideration brought to bear by Debbie Gordon and the kidsmediacentre team, and in particular the insights highlighted in the research reports, allowed us to improve the focus and strengthen the effectiveness of our app. Throughout the course of a year, we collaborated on the research, built and tested our prototype and conducted a thorough investigation on its feasibility.

    “The dedication and experience of the leadership at kidsmediacentre in understanding and exploring the inner experience of children and media is an inspiration. We have learned so much and appreciate the opportunity to have worked with you. Thank you.”

    —Neil Smolar • CEO and Executive Producer, NDi Media
  • Yowza! Animation“It has truly been a pleasure working with Debbie Gordon and the kidsmediacentre over the past year, focus testing two of our preschool properties. Although each property was distinctly different, with diverse origins and unique approaches, the kidsmediacentre was able to help us unify our vision for future approaches in developing properties.

    “Their collaborative process was a welcome opportunity for us, as producers, to step outside what can at times be a secluded development process and bring fresh, informed eyes to our projects. The kmc works exceptionally well with the preschool community, and young audiences, to gather and assess information and present it back to producers in an honest and concise manner.

    “We are excited about working with the kidsmediacentre on our future projects, in all demographics, and value their input as a partner in our development process.”

    —Heather Walker • Owner/Producer, Yowza!
  • “The kidsmediacentre offers a uniquely valuable research resource, as they tap groups of kids from their childcare lab school and other ECE partners that span the preschool, kindergarten ages and older. For the project I was involved with, it was particularly helpful for the creators and the production partners to be able to see first-hand how children of different ages perceived and appreciated the stories and characters.

    “In addition, because Debbie has so much experience with this audience, she is especially qualified to tailor the research to meet the specific needs of the project. It’s very difficult to ensure that kids are going to give you the response you need, but because of the experience of the team at the kidsmediacentre, they know how to best present the material and ask the questions that are going to give their clients the most informative and helpful answers.”

    —Kate Barris • Writer
  • TVOKids“Any experienced and successful Children’s Producer knows you need to constantly go back to your audience. The kidsmediacentre knows the value of research and testing a property to make sure it’s striking the right chord. We have been connected to two kmc research properties and in both cases the content benefited greatly from their in-depth analysis and insight.”

    —Pat Ellingson • Former Creative Head, TVOkids
  • Digital Wizards"Working with Debbie and the kidsmediacentre was an excellent experience. The knowledge base that was brought to the focus testing was exceptional, kmc's rapport and ease when working with children during our testing and the final research report all exceeded our expectations. I would work with the kidsmediacentre again in an instant!"

    —Diane Williamson • President, Digital Wizards Inc.
  • Breakthrough Entertainment"The kidsmediacentre's usability study on the Think Big Invention Machine helped us assess the game's difficulty level and whether we had accomplished our goal of communicating core science concepts to the players."

    —Dorothy Vreeker • Digital Media Director, Breakthrough Entertainment
  • 9 Story"As producers, we utilized the services of Debbie Gordon and the kidsmediacentre to spearhead focus groups during the development process of one of our pre-school shows. Needless to say, Debbie's research proved invaluable. The results of the study allowed us to better define our market, identify the glitches that needed work, and understand the rapidly changing trends and viewing habits of our target demographic. I could not recommend the kidsmediacentre and its research program more highly."

    —Liliana Vogt • Former VP, Development, 9 Story Entertainment

Student Testimonials

  • “My time at the kidsmediacentre has proven invaluable to my success in the children’s entertainment industry. The research I was a part of, and the contacts I made during my time in field, opened so many doors for me. Most notably, my time at the kmc immensely prepared me for my current position at Radical Sheep.

    “The work Debbie and team do at the kidsmediacentre makes a difference in our field and I will forever be grateful for the opportunity to have been a part of it.”

    —Kayla McNally • Radical Sheep Productions
  • “I’m so fortunate to have worked with the kidsmediacentre (KMC) as their research assistant on Loopy Logic. I can confidently say that I’ve gained a lot of valuable experience from my time there.

    “My supervisor, Debbie Gordon, made sure to include me in every aspect of the process so I could apply and gain new insight on what I learned from my education. I got the opportunity to help prepare an REB submission, coordinate play-test sessions, as well as take part in writing and presenting the final research report and deliverables to our clients. Debbie served as a valuable asset throughout the whole process, answering my questions and providing much appreciated feedback and advice. I look forward to using the skills I’ve sharpened in this position throughout my career, and if given the chance, would be happy to work with the KMC again in the future!”

    —Henrika Luong • Children’s Media Graduate, E-One Entertainment
  • “The kidsmediacentre at Centennial College was an integral piece in my learning and career path in Children's Entertainment. The opportunity to work with real projects within the industry gave me the chance to meet, network, and gain experience within the field which ultimately led to my current job at Kids' CBC.

    “Debbie Gordon presented a variety of projects for students to learn from alongside their studies in Children's Entertainment. These opportunities were fuelled by Debbie's passion and expertise in kids’ media and I am thankful for this extension of learning. It is the perfect match for the Children's Media program.”

    —Cheri Sliz • Associate Producer, Kids' CBC Digital
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