MUMBAI: Looks like Nickelodeon and The Economic Times' Brand Equity (weekly advertising and marketing supplement) believe in 'catching em' young'! The kids channel and the country's leading business publication has join hands to organise first of its kind Kid Marketing Forum.

The forum to be held at Hotel Oberoi in Mumbai on 23 April 2003 will help demystify some of the mystery around kids. "Get cracking on the phenomenal pester power," says an official release. With global marketing and creative experts offering their bit on "what makes kids the king of consumers", the release claims every marketer worth his nickel would be there.

Amongst the key speakers at the forum is Jive records and the Zomba group's senior vice-president Julia Lipari, whose portfolio include marketing Britney Spears, NSYSC, and Backstreet Boys' music to kids. Lipari's company has partnered with kid brands like McDonald's, Mattel and Kraft. While speaking on the Kids as consumers- how are they different, the international marketer is expected to bring her unique experience to the forum.

Nickelodeon UK managing director Nicky Parkinson will conduct a crystal gaze session wherein she will speak about triggers and cues on marketing to kids; the 'do's and don'ts'; trends and new ways of reaching to kids.

On the domestic front, Indian marketing gurus including Leo Burnett CEO and chairman Arvind Sharma, Columbia Tristar Films MD Uday Singh and Genesis films director Prahlad Kakkar will be speaking at the forum.

While Sharma who spearheads advertising and marketing for brands such as Complan will offer his views, Singh is expected to enthrall the audience with the Spiderman story. The 'ting da ding da ding' Britannia ad creator Kakkar will focus on issues like communication with kids with brutal honesty, claims the release.

The series is first amongst series of forums adds the release.