CONSUMER
INSIGHT
The trends you must not miss
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Health benefits of play drive preference
Aside from having fun, developing their children’s social skills ranks as the overall top benefit of playing for parents of one-to-five-year-olds (19%). It is clear that parents are looking for toys and games that have a positive impact on their children and that help them to develop. Mums and dads have slightly differing demands, however. Our data shows mental wellbeing as the second-most important reason for playing among mums (16%) and creative skills as the second among dads (18%), showing how important it is to have a marketing strategy that speaks to both parents.
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usic powers a new wave M of toys
five in the UK in June), which uses physical toys - tonies - instead of cards, with Disney, Fireman Sam, and The Gruffalo among the brands involved.
The kids’ entertainment ecosystem is going through an audio boom, creating exciting What this means opportunities for the toy It is clear that for you… industry. Smart speakers parents are looking Whether it is driven by an have partly driven this trend, with over four in for toys and games audio boom, the continued rise of gaming content or the 10 homes in the UK now that have a positive rapid developments in online owning a device. retail, the family ecosystem But toy brands are getting impact on their continues to shift. involved too. For parents of children and that As parents and kids look younger children who are help them to forward to a much needed not yet comfortable with ‘normal’ Christmas, with the idea of a connected develop shopping on the high street smart speaker in their kid’s and family trips out, their presence across bedroom, there are other options. different media platforms will change. British startup Yoto, which was founded To help brands plan their Christmas and in 2017, is one example. Yoto, is a ‘carefully advertising media spend, The Insights Family connected speaker’ designed to deliver recently released its new Media Planning music, stories, podcasts, and radio for Playbook, designed to provide brands with children, without causing privacy concerns. an update of the key trends and the role It uses a system of physical ‘cards’ to that insights have to play in maximising ROI deliver content. These include music this Christmas. albums as well as stories from authors To download The Insights Family Media such as Roald Dahl and Judith Kerr. Yoto’s Planning Playbook visit: competitors include Toniebox (the 11th get.theinsightsfamily.com/mediamix favourite toy for children aged three to
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ince the ending of Covid-19 restrictions, parents in the UK have spent fewer hours online and more time with their kids - playing games and shopping with them - in recent months. As we head towards Q4 and Christmas, now more than ever, it’s important for retailers, brands, and manufacturers to have their fingers on the pulse. Here are three play and retail trends you can’t afford to miss:
Gen X drives eBay growth
Over the past three months, the popularity of eBay has grown as a destination when purchasing baby products. Since May, eBay has soared in popularity as a shopping outlet by 54% among parents aged 35-55. Gen X parents who say they tend to shop on eBay also show far more concern for the environment and climate change than the average parent, overindexing by 59%, demonstrating how they are more willing to buy secondhand items and to reuse goods.
The Insights Family specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 383,760 kids and 187,200 parents.
As we head towards the festive season, there are three play and retail trends that the toy industry shouldn’t ignore, says Nick Richardson, founder & CEO of The Insights Family
