What Kids Play With
Open-ended question reveals top items, categories and brands.
Playthings Staff -- Gifts and Dec, 2/17/2012 11:11:48 AM
Port Washington, NY - Market research company, The NPD Group recently asked "What one item did your child play with most this week?" The open-ended question was posed over a period of four weeks, during which time 2,958 mentions of kids' (ages 0-14) current favorite play items were compiled with the following results:
Top 10 Items: 4% LEGO; 4% laptop; 3% Wii; 3% toy cars; 2% Xbox; 2% books; 2% video games; 2% Nintendo DS; 2% Barbie; 2% iPod
Top 5 Product Categories: 54% Toys; 20% Video Games; 12% Consumer Electronics; 5% Sporting Goods; 3% Books
The top 5 properties mentioned across product categories include LEGO, Barbie, Crayola, LeapPad, and Thomas & Friends.
Newer brands or items to watch out for, or emerging in popularity (in no particular order): Lightning McQueen from Cars 2, LeapFrog LeapPad, Exersaucer by Evenflo, Dinosaur Train, and VTech InnoTab.
"Kids clearly have a wide variety of types of products at their disposal to entertain them during their free time," said Anita Frazier, industry analyst, NPD Group. "Not long ago, the image of play was dominated by thoughts of kids playing only with toy items, but now consumer electronic devices and video games play a prominent role in their 'play' time. That said, toys were mentioned more than twice as much as any other category in this survey."
We would love your feedback!
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