Quiz show Blockbusters is coming back to TV. Duran Duran is set to headline the Opening Ceremony Concert in Hyde Park. Peplums are returning to the High Street. The Eighties are well and truly alive and it seems that many who grew up in the “bullish” decade are reminiscing those times with certain brands.
New research from Mindlab has revealed that we all experience distinctive sounds, sights, smells and tastes which invoke the happiest memories of our youth and bring us out of the depths of doom. And nothing causes doom quite like a double-dip recession, especially for those brought up in boom-times.
For so-called “Thatcher’s children” the most popular items which invoke happy childhood memories, as the research found, include iconic Cabbage Patch Dolls, closely followed by British sweet brand Chewits, roller boots, freeze-pops and swing-ball. Hula hoops, pac-man, dominoes, strawberry shortcake and telephones with dials also ranked highly.
“It is astounding to see that in these times of austerity, childhood memories can instil such a strong feeling of comfort.
Lead researcher, Dr David Lewis, said: “It is astounding to see that in these times of austerity, childhood memories can instil such a strong feeling of comfort. Every little girl in Britain had or wanted a Cabbage patch Doll in the 80s, while Chewits is a much-loved brand and is bound to titillate the memory buds with its iconic swirling graphics and distinctive chewiness.”
The research studied 40 subjects aged 30-45, presenting them with a test to determine the subconscious associations between 40 images of iconic objects from the 1970s/1980s and the words “happy childhood”.
Hollie Roberts, Consumer Marketing Manager at Leaf UK, said: “Chewits are as popular today as they were when we were all growing up, which is a credit to the brand heritage and product quality. I hope that in 40 year’s time, today’s children will still have fond memories of the brand and be able to share it with their families. And thanks to Facebook timeline, our fan page proudly pays homage to Chewits history from 1965 to the present day, for those looking for a trip down memory lane.
“When times get tough and we seek reassurance in the past, it’s good to know some things have stood the chew of time,” she said.
With consumers keen to draw upon stimuli which they trust and know best, the revival of much loved brands and popular culture born in the 1980’s is more prominent now than ever before. Perhaps we should expect to see Dynasty return to our airwaves and the strawberry taste of Walls Funny Feet ice cream this summer, too.
Tell us what your favourite childhood brands are in the comments box below or tweet us @FemaleFirst_UK
Shabana Adam @Shabana_FAM