What Types of Brands Cast Kids and Families in Florida?
By the FAM | Florida Family & Kids Casting Experts
One of the most common questions parents ask when they join our network is what kinds of brands cast kids and families. The answer is broader than most people expect, and in Florida specifically the opportunities are especially varied given the market we operate in. Here is a breakdown of the main categories and what they typically look for.
Children's and Family Apparel
Children's clothing brands need talent year round for the ongoing content that fuels their websites, social media, email marketing, and digital advertising. This is one of the most active and consistent categories for kids and family casting.
Seasonal collections are a major driver. Back to school is one of the busiest casting periods of the year, typically ramping up in spring as brands prepare fall campaign content. Holiday collections follow, and spring and summer collections bring another wave of shoots. Beyond the seasonal pushes, apparel brands also need a steady stream of lifestyle and e-commerce content throughout the year to keep their digital channels active and their product pages current.
There is a lot of work for kids as solo talent in this category. It also frequently calls for mom and child or dad and child content as well as the complete family unit, especially for lifestyle driven brands that want to communicate a feeling of family warmth rather than just product placement.
Toys, Sporting Goods, and Family Retail
Beyond apparel, there is a broad range of retail categories that regularly cast kids and families. Toy brands, sporting goods companies, outdoor and recreation brands, back to school supply companies, and family focused tech products all need kids and families to bring their products to life on camera.
This category tends to be highly product focused, meaning the casting brief is often built around a specific activity, a child playing with a toy, a family hiking or biking together, kids gearing up for a new school year. Families with kids in a specific age range or with a particular energy level that matches the product category tend to be a natural fit. It is also one of the more consistent categories for solo child talent since many of these briefs center on the child as the primary user of the product.
Resorts, Hotels, and Hospitality
Florida is one of the most active hospitality markets in the country and this is one of the strongest categories for family casting in the state. Boutique resorts, luxury hotels, family friendly properties, and vacation destinations all need content that shows real families enjoying the experience they are selling.
This category tends to look for a vast variety of families depending on the property. They may want relaxed and elevated, sporty and active, or effortlessly at ease. Think family in the pool, on the beach, at the breakfast table, checking in at the lobby. These are typically commercial shoots that lean into a lifestyle feel and require families who can move naturally through an environment and generate genuine energy without it feeling staged.
Given Florida's year round appeal as a destination, this category shoots consistently throughout the year and represents some of the most active and ongoing casting opportunities in the state.
Theme Parks and Family Entertainment
Florida is home to some of the most visited theme parks and family entertainment destinations in the world, and this category is one of the most uniquely Florida opportunities in kids and family casting. Theme parks, water parks, family entertainment venues, and attraction brands regularly cast real families to bring their marketing to life.
These shoots typically look for high energy, genuinely excited families who can communicate the fun and joy of the experience authentically. Kids who are naturally expressive and parents who bring an easy, warm energy alongside them tend to do especially well in this category.
Wellness, Health, and Family Lifestyle
This is a growing category that covers a wide range of brands. Children's vitamins and supplements, kids yoga and movement brands, family nutrition products, organic and natural food brands, and health focused lifestyle companies all regularly cast kids and families for their content.
The tone in this category tends to be warm, natural, and grounded. There is room for solo child talent when it comes to child specific wellness activities, but brands in this space are also frequently speaking to health conscious parents. Mom or dad and child, or a full family unit, are regularly cast as well. Content that feels genuine and relatable rather than polished or aspirational is what these brands are after, and real families with a natural easygoing energy tend to be a strong fit.
Food, Beverage, and Family Dining
Family dining brands, snack companies, children's food brands, and beverage companies regularly cast kids and families for both commercial and lifestyle content. This category covers everything from a family night out to a family around the dinner table, kids reaching for a snack after school, or a parent and child cooking together in the kitchen.
Florida's diverse food culture and active family dining scene make this a natural category for local family casting. National brands shooting lifestyle food content also frequently look to Florida as a location for aspirational marketing. Florida families bring the warmth, diversity, and genuine everyday family energy these campaigns are looking for.
Home, Lifestyle, and New Developments
Home goods brands, furniture companies, cleaning and household product brands, and family lifestyle companies cast real families to show their products in lived-in, authentic home environments. Florida is also seeing a significant wave of new residential and community developments, and real estate and home development brands regularly cast families to bring their properties to life in marketing campaigns and model home content.
Depending on the brand or development, this category can call for anything from warm and relaxed everyday family energy to a more elevated, aspirational aesthetic.
For families with younger children especially, this category can be a strong fit because the natural warmth and energy of real family life in a home setting is exactly what many of these brands are trying to capture.
Baby and Toddler Products
Baby gear, nursery brands, infant care products, and toddler focused companies are consistently active in the casting space. This category is unique in that it often requires the full family unit rather than just the child, since the parent is almost always part of the story being told.
For newborns and very young infants especially, this is a category where The FAM strongly prefers to cast the child alongside their own parents. The authenticity of a real parent with their own baby is something that simply cannot be replicated with assembled talent, and brands in this space increasingly understand and seek out that distinction.
Financial Services and Insurance
This category might surprise some parents but it is a consistent one. Banks, insurance companies, financial planning services, and family focused financial products regularly cast real families for their campaigns. These brands are communicating security, trust, and future planning, which makes real families a natural fit for the story they are trying to tell.
The Florida Advantage
What makes Florida particularly strong across all of these categories is the combination of the lifestyle, the market, and the families that actually live here. The outdoor living, the year round sunshine, the resort culture, the diverse and vibrant communities across Palm Beach County and South Florida, all of these make Florida families a genuinely compelling fit for a wide range of brands and campaigns.
If your family is in our network, you have access to opportunities across all of these categories. And if you have not yet submitted, this is a good picture of the range of work that exists for kids and families in this market.
