Kinder-Sponsored Study Uncovers Six Modern Parenting Styles


Parsippany, NJ — Ferrero North America’s Kinder Chocolate brand recently conducted a parenting study, which identified six distinct modern parenting styles: Playful Parents, Gentle Parents, Success Coaches, Firm But Fair, Explorers, and Traditional Authoritarians. According to the research, Playful Parents emerged as the most common style, a segment of parents who prioritize connecting with their kids on their same level to focus on building happy childhood memories.

Regardless of individual parenting styles, 93 percent of parents not that it’s important kids get a chance to be kids, and 86 percent of say they always or often encourage their children to talk about their feelings and problems. This study was the impetus behind the Kinder Chocolate “Let That Kid Flag Fly” campaign and the brand’s corresponding U.S. launch activities.  

To help celebrate the launch, the brand is inviting families in New York City and surrounding areas to experience Kinderland, a an immersive event designed for kids and parents. Attendees can surround themselves within the world of Kinder Chocolate, as they discover, explore and create memories through each room of Kinderland.

Kinderland will feature activities designed for parents and kids to enjoy together. It is open to the public in New York City on Friday, November 10 from 2 PM – 6 PM EST and Saturday, November 11 from 9 AM – 6 PM EST at Soho Lofts, 477 Broadway.

Kinder Chocolate has also partnered with Broadway star and fellow dad, Leslie Odom Jr. to bring the campaign to life. “I couldn’t be more excited to be partnering with Kinder Chocolate to encourage more families to embrace the sweet, often fleeting moments of childhood. We all know kids today grow up so fast and often take on so much from an early age. As a dad, it’s important for me to have fun with my kids every day and encourage them to enjoy being a kid while they can,” says Odom. 

Kinder Chocolate is also bringing the opportunity for consumers to design their own Kinder Kid Flag at

“We are thrilled to launch Kinder Chocolate in the U.S. and encourage families everywhere to prioritize more fun-filled experiences together,” says Shalini Stansberry, vice-president of marketing, Kinder Snacking. “With kids’ schedules packed to the brim these days – between school, extracurriculars, events and other activities — we are proud to be the brand to support parents in their quest of encouraging their kids to be kids and to let their kid flags fly.” 

Kinder Chocolate Parenting Study Infographic, IPSOS Research July 2023 (PRNewsfoto/Ferrero North America)