[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-605409-105":59,"doc-detail-605409-en":134},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":127,"head_meta":129,"extra_data":131,"updated_unix":133},105,"en","toyota-appeals-to-kids-marketing-transcript","Toyota Appeals to Kids - Marketing transcript","","A marketing transcript explaining how Toyota revitalized declining minivan sales in the late 1990s by redesigning the people carrier for children. Chief engineer Andy Lund describes a child-friendly approach, including listening to kids across the country and observing their feedback. Key design changes highlighted are a captain’s chair styled after the driver seat and a wide-screen rear-seat entertainment system. The speaker credits these customer-focused features with improved minivan sales.",{"@graph":69,"@context":126},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/toyota-appeals-to-kids-marketing-transcript/605409/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/toyota-appeals-to-kids-marketing-transcript/605409.png","ImageObject",300,407,{"name":92,"@type":93},"Rhys","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","text/plain","2026-10-29","2026-10-16",true,{"@type":102,"interactionType":103,"userInteractionCount":8},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118,122],{"name":109,"@type":110,"acceptedAnswer":111},"Why did Toyota’s people carrier sales decline in the late 1990s?","Question",{"text":112,"@type":113},"Sales of the people carrier dropped sharply because parents found it boring compared with SUVs.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How did Andy Lund and the team decide what children wanted?",{"text":117,"@type":113},"Toyota traveled coast to coast to learn what “cool” meant to 7–14 year olds, then listened to children and watched how they responded.",{"name":119,"@type":110,"acceptedAnswer":120},"What two features did Toyota develop for the redesigned minivan?",{"text":121,"@type":113},"They introduced a captain’s chair seat designed after the driver seat and added wide-screen rear-seat entertainment for children.",{"name":123,"@type":110,"acceptedAnswer":124},"What effect did the child-focused changes have on sales?",{"text":125,"@type":113},"Focusing on what children wanted helped Toyota’s minivan sales, as the company believed listening to customers and delivering their preferences increased purchases.","https://schema.org",{"og:url":83,"og:type":128,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":130,"canonical":83},"index,follow",{"doc_id":132,"site_id":62},605409,1792132245,{"code":4,"msg":5,"data":135},{"doc_id":132,"user_id":136,"nickname":92,"user_avatar":137,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":138,"file_id":139,"file_url":140,"file_type":141,"file_size":142,"view_count":8,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":8,"language":143,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":144,"faqs":145,"seo_title":146,"seo_description":67,"update_tm":133,"read_time":81},687207024643,"https://ap-avatar.wpscdn.com/davatar_3d24733baf745e90a7e4bdd5f77d97b2","Toyota Appeals to Kids\n\nNARRATOR: Toyota. In the late '90s, sales of the people carrier went into sharp decline. Mom and Dad thought it looked boring when compared to the SUV. So, engineers at this American plant in Detroit came up with an idea. If they couldn't sell the people carrier to parents, why not try and sell it to the kids? Andy Lund came up with the new child-friendly design.\n\n[Andy Lund, Chief Engineer]\n\nANDY LUND: We did not think that the word \"cool\" and \"people carrier\" had to be opposites. We wanted to make a cool van.\n\nNARRATOR: Toyota weren't sure what \"cool\" might be for 7-14 year olds, so they travelled from coast to coast to find out.\n\nANDY LUND: We decided that, if we're going to learn, we have to go and listen to the children and watch the children.\n\nNARRATOR: What were the things that kids were saying they wanted?\n\nANDY LUND: There were several features. Let me show you two. The first one is the seat. It is a captain's chair, it's designed after the driver seat, so the people who sit here don't feel they're stuck way back there. A key member of the vehicle. And so that was the first thing. The second thing was a wide-screen rear-seat entertainment.\n\nNARRATOR: How did these changes affect sales?\n\nANDY LUND: Well, focusing on what children want did help our sales of our minivan. We always believe that, if you listen to the customer, and if you give the customer what they want, they will reward you by purchasing the vehicle.","cbCaifSHL78mUSg6","https://ap.wps.com/l/cbCaifSHL78mUSg6","txt",2940,"English","# Story of the redesign\n## Listening to kids\n## Two featured design changes\n## Impact on sales","[{\"question\":\"Why did Toyota’s people carrier sales decline in the late 1990s?\",\"answer\":\"Sales of the people carrier dropped sharply because parents found it boring compared with SUVs.\"},{\"question\":\"How did Andy Lund and the team decide what children wanted?\",\"answer\":\"Toyota traveled coast to coast to learn what “cool” meant to 7–14 year olds, then listened to children and watched how they responded.\"},{\"question\":\"What two features did Toyota develop for the redesigned minivan?\",\"answer\":\"They introduced a captain’s chair seat designed after the driver seat and added wide-screen rear-seat entertainment for children.\"},{\"question\":\"What effect did the child-focused changes have on sales?\",\"answer\":\"Focusing on what children wanted helped Toyota’s minivan sales, as the company believed listening to customers and delivering their preferences increased purchases.\"}]","Toyota Appeals to Kids - Marketing transcript | TXT"]