Table of Contents
Executive Summary
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- The market
- Stagnant market in 2011-13 due to price competition, digital technology
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- Figure 1: Total US retail sales of traditional toys, 2011-13
- Youth electronics, building sets, and arts and crafts high-performing sectors
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- Figure 2: Total US retail sales of traditional toys, by product category, 2011-13
- Market factors
- Primary consumers remain children; but adults aged 18-34 also a factor
- Licensed toys and games a major driver
- Presence of children drives toy and game sales
- Hispanics and Asians critical demographics for industry growth
- The consumer
- Children are primary recipients; adult market cannot be neglected
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- Figure 3: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
- Mass merchandisers most patronized channel, internet retailers carving out market share
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- Figure 4: Channels shopped for traditional toys and games in the last 12 months, February 2014
- TV ads, friends/family, children vital purchase influencers
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- Figure 5: Information sources that are influential to traditional toys and games purchases, February 2014
- Gift-giving for holidays/birthdays the most popular reason for toy buying
- Purchases mostly planned, rather than spur-of-the-moment
- The ‘pester’ power of children
- Coupons/special offers not significant drivers
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- Figure 6: Key reasons for buying traditional toys and games in the last 12 months, February 2014
- Shoppers more demanding for children toys than toys for adults
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- Figure 7: Criteria considered when buying toys and games, by recipient, February 2014
- Moms keen bargain hunters
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- Figure 8: Attitudes toward price and affordability in traditional toys and games, by gender and parental status, February 2014
- Dads mainly equate values with quality, premium, and licensed toys/games
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- Figure 9: Attitudes toward price and affordability in traditional toys and games, by generation and parental status, February 2014
- Shoppers enjoy shopping for classic toys/games, also emphasizing safety information on toy packaging
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- Figure 10: Attitudes toward traditional toys and games, by gender and age, February 2014
- The move against screen addiction
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- Figure 11: Parent’s attitudes toward digital technology in traditional toys and games, by age of children, February 2014
- Grandparents also common purchasers of toys/games for children
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- Figure 12: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender and age, February 2014
- Hispanics most enthusiastic toy shoppers for kids, Asians most avid buyers for adults
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- Figure 13: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
- Differences in culture require a tailored marketing approach
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- Figure 14: Information platforms influencing purchase of traditional toys and games, by race/Hispanic origin, February 2014
- What we think
Issues and Insights
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- How would digital technology transform the playing field of traditional toys and games?
- Issues
- Implications
- What should be the core messages in marketing toys and games?
- Issues
- Implications
- How relevant are traditional toys and games for children today?
- Issues
- Implications
- How can retailers combat lingering price sensitivity?
- Issues
- Implications
Trend Application
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- Inspire trend: Sense of the Intense
- Inspire trend: Switch Off
- Mintel futures: East Meet West
Market Size
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- Key points
- Intensified price competition and digital technology created stagnation in 2011-13
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- Figure 15: Total US retail sales of traditional toys, 2011-13
Market Drivers
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- Key points
- Licensed toys and games a significant driver
- Children primary consumers of toys; but 18-34s also receptive
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- Figure 16: Total US population, by age, 2008-18
- Young families still major purchasers of toys and games
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- Figure 17: Households, by presence and ages of own children, 2012
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- Figure 18: Households with own children, by age of householder, 2012
- Figure 19: Households by presence of children, 2001-11
- Households with children overindex on toys and games spending
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- Figure 20: US households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
- Minorities and traditional toys and games
- Overview
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- Figure 21: Population by race and Hispanic origin, 2008-18
- Hispanic and Asian children figure prominently in future sales growth
- Hispanic adult population to experience fastest growth over next five years
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- Figure 22: Hispanic population, by age, 2008-18
- Figure 23: Asian population, by age, 2008-18
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- Figure 24: Black population, by age, 2008-18
- Median income of Asian households overindex
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- Figure 25: Median household income, by race and Hispanic origin of householder, 2012
- Minority households more likely than White households to have kids
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- Figure 26: Share of households, by presence and age of children and race/Hispanic origin of householder, 2012
- Figure 27: Average number of adults and children in households, by race and Hispanic origin, 2012
- Decreasing household income may lead away from premium toys spending
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- Figure 28: Median household income in inflation-adjusted dollars, 2002-12
Segments Performance
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- Key points
- Youth electronics, building sets, arts and crafts posted the strongest growth in 2011-13
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- Figure 29: Total US retail sales of traditional toys, by product category, 2011-13
- Action figures
- Arts and crafts
- Building sets
- Dolls
- Games/puzzles
- Infant/pre-school toys
- Youth electronics
- Outdoor and sports toys
- Plush
- Vehicles
- All other toys
Leading Manufacturers
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- Mattel, Inc.
- Hasbro, Inc.
- The LEGO Group
- Other players
- Jakks Pacific, Inc.
- LeapFrog Enterprises
- Crayola LLC (formerly Binney & Smith, Inc.)
- Pressman Toy Corporation
- Bandai Namco Holdings, Inc
- Tomy Co. Ltd
- Spin Master Ltd
Retail Distribution
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- Mass merchandisers, toy specialty stores, online-only retailers most likely channels shopped for toys/games
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- Figure 30: Retailers and channels shopped for traditional toys and games in the last 12 months, February 2014
- Retailer overview
- Mass merchandisers, warehouse clubs, discount retailers
- Walmart
- Target
- Other mass merchandisers, warehouse clubs, discount retailers
- Toy specialty stores
- Toys R Us
- Disney Store
- Build-A-Bear Workshop
- Hallmark Gold Crown® Stores
- Other toy specialty stores
- Online-only retailers
- Amazon
- Other online-only retailers
- Dollar stores
- Department stores
- Supermarkets
Innovations and Innovators
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- Integrating augmented reality in toy and game products and marketing
- Putting the ascent on ‘STEAM’ disciplines
- Emphasizing versatility and customization
- Equating value with quality, dimension, retro
Marketing Strategies
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- Key points
- Strategy: Showcasing real kids, real reactions, real toys
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- Figure 31: Toys R Us, “Surprise Trip” TV ad, October 2013
- Strategy: Leveraging entertainment licenses
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- Figure 32: LEGO, “The LEGO Movie: Attacks on Bricksburg” TV ad, January 2014
- Strategy: Inspiring a “switch off” mode
- Strategy: Mashing up an ultimate superhero
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- Figure 33: Hasbro, “Marvel Superhero Mashers” TV ad, March 2014
- Strategy: Appealing to girls with “non-traditional” toys
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- Figure 34: Hasbro, “NERF Rebelle Team Challenge and Toy Blaster Lineup 2013” TV ad, November 2013
- Strategy: Making old characters new
- Strategy: Drawing early shoppers to deep discounts
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- Figure 35: Toys R Us, winter holiday online promotion, September 2013
- Strategy: Strengthening girls’ ‘STEAM’ interests
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- Figure 36: GoldieBlox, “Princess Machine” social media ad, November 2013
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- Figure 37: GoldieBlox, “Rocketship” TV ad, February 2014
- Strategy: Underscoring “special edition” to gain collectors’ attentions
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- Figure 38: Kidrobot, “(PRODUCT)RED Collection” email promotion, March 2014
- Strategy: Enticing pre-order toys tie-in with movie
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- Figure 39: Amazon, “How to Train Your Dragon 2 Hollywood Movie Money Promotion” online promotion, April 2014
- Strategy: Bridging the gap between online and offline brand engagement
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- Figure 40: Telus, “#hometweethome” social media ad, December 2013
Purchase Recipients and Categories
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- Key points
- Toys and games purchased in the last 12 months
- Children main recipients; adult market must not be neglected
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- Figure 41: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
- Adults aged 25-44 the primary shoppers for traditional toys and games
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- Figure 42: Traditional toys and games purchased in the last 12 months, by age, February 2014
- Purchases made by parents intended for their children
- Infants, toddlers, preschoolers, kids main recipients for most toys and games
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- Figure 43: Types of traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by age of children, February 2014
- Parents with household income of $75K-99K keenest buyers
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- Figure 44: Types of traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by household income, February 2014
- Moms and dads of children younger than 18 similarly likely buyers of toys and games
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- Figure 45: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, mothers versus fathers, February 2014
- Millennial and Gen X parents more likely to buy toys and games for their children
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- Figure 46: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, by generation and mothers versus fathers, February 2014
- More children equates to more toys
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- Figure 47: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, by number of children in household, February 2014
- Purchases made by adults for children (not their own)
- Grandparents and Millennials most prominent toy and game gift-givers to children
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- Figure 48: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender and age, February 2014
- Married and single parents most likely to shop for toy and game gifts
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- Figure 49: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by marital status and presence off children, February 2014
- Purchases made by and for adults
- Men and women aged 18-34 avid toy and game shoppers, mostly for themselves
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- Figure 50: Types of traditional toys and games purchased by adults for self or other adults, by recipients, February 2014
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- Figure 51: Types of traditional toys and games purchased by adults (for self), by gender and age, February 2014
- Presence of children drives toys and games purchase for adults
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- Figure 52: Types of traditional toys and games purchased by adults for self or other adults, by age of children, February 2014
Channels Shopped for Traditional Toys and Games
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- Key points
- Mass merchandisers trump toy specialty stores, online-only retailers carving out the market share
- Retail channels shopped differ by age and gender
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- Figure 53: Retailers and channels shopped for traditional toys and games in the last 12 months, by gender and age, December 2013
- Middle- and higher-income households most likely shop at toy specialty and online retailers
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- Figure 54: Retailers and channels shopped for traditional toys and games in the last 12 months, by household income, December 2013
- Younger children likely influence parents on where to shop for toys
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- Figure 55: Retailers and channels shopped for traditional toys and games in the last 12 months, by age of children, December 2013
- Social media likely a driver in drawing in toys and games patronage
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- Figure 56: Retailers and channels shopped for traditional toys and games in the last 12 months, by social media usage, December 2013
Kids, Teens, and Toys
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- Key points
- Kids aged 6-11 and toys
- Toys top spending category among kids aged 6-11
- Kids’ ownership building sets ownership increasing, plush on the decline
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- Figure 57: Types of toys and games owned or used by kids aged 6-11, by gender and age, October 2007-December 2013
- Type of toy kids own likely gender-specific, but age-neutral
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- Figure 58: Types of toys and games owned or used by kids aged 6-11, by gender and age, November 2012-December 2013
- Moms the main purchaser of their kids’ toys; older kids increase as toy buyers
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- Figure 59: Purchaser of toys for kids aged 6-11, by gender and age, November 2012-December 2013
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- Figure 60: Purchaser of toys for kids aged 6-11, by race/Hispanic origin, November 2012-December 2013
- Vast majority of kids get the toys they want most/some of the time
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- Figure 61: How often kids aged 6-11 get toys they want, by gender and age, November 2012-December 2013
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- Figure 62: How often kids aged 6-11 get toys they want, by race/Hispanic origin, November 2012-December 2013
- Teens aged 12-17 and toys
- Increase in teen spending on toys purchased via mail, phone, and online for 2007-13
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- Figure 63: Teens aged 12-17’s spending on toys and games mail, phone, and online orders in the past 12 months, October 2007-December 2013
- Walmart most popular retail channel for teens’ toys shopping, particularly among boys aged 12-17
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- Figure 64: Retailers shopped for toys and games among teens aged 12-17, October 2007-December 2013
Reasons For Buying Toys
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- Key points
- Holidays, birthdays most cited motives to toys and games purchases
- Gift-giving dominates
- Purchases tend to be planned, rather than spontaneous
- ‘Kids rule’
- Purchase not particularly driven by coupons or special offers
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- Figure 65: Key reasons for buying traditional toys and games in the last 12 months, February 2014
- Gift purchases skew slightly higher for children (not their own) and other adults
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- Figure 66: Key reasons for buying traditional toys and games in the last 12 months, by purchase recipients, February 2014
- Parents’ differing incentives necessitate a tailored marketing messaging
- Parents of children aged 0-5 likely buying toys as birthday gifts
- Presence of infants/toddlers/preschools in a household likely drives impulse and reward purchases
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- Figure 67: Key reasons for buying traditional toys and games in the last 12 months, by age of children, February 2014
- Millennial and Gen X moms focus on holidays, birthdays, rewards
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- Figure 68: Key reasons for buying traditional toys and games in the last 12 months (for an event-related gift), by generation and parental status, February 2014
- Millennial dads important when marketing traditional toys and games
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- Figure 69: Key reasons for buying traditional toys and games in the last 12 months (for a non-event-related gift), by generation and parental status, February 2014
- Holidays, birthdays key themes for older individuals; younger adults particularly driven by impulse buys
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- Figure 70: Key reasons for buying traditional toys and games in the last 12 months, by gender and age, February 2014
Preferred Characteristics in Toys and Games
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- Key points
- Children’s toys more likely demand multitude characteristics
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- Figure 71: Criteria considered when buying toys and games, by recipient, February 2014
- Preferred qualities in traditional toys and games for children
- Multifunction, customizable features
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- Figure 72: Criteria considered when buying toys and games for children, by gender and age, February 2014
- Parents living with children aged 0-5 particularly considered varied features and qualities
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- Figure 73: Criteria considered when buying toys and games for children, by age of children, February 2014
- Millennial parents likely value qualities in toys/games that correspond to young children
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- Figure 74: Criteria considered when buying toys and games for children, by generation and parental status, February 2014
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- Figure 75: Criteria considered when buying toys and games for children, by generation and parental status, February 2014 (continued)
- Preferred qualities in traditional toys and games for adults
- Fun/entertaining is highest consideration for toys purchases for adults; creativity, digital technology also a factor
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- Figure 76: Criteria considered when buying toys and games for adults, by gender and age, February 2014
- Fathers demand many qualities when buying toys for self or other adults
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- Figure 77: Criteria considered when buying toys and games for adults, by parental status, February 2014
Influential Sources in Toys and Games Purchases
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- Key points
- TV ads, friends/family, children top purchasing influencers
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- Figure 78: Information sources that are influential to traditional toys and games purchases, February 2014
- Parents receptive to most information platforms
- Parents with children younger than 18 are most likely to respond to TV commercials
- Non-parents likely to rely on recommendations from friends and family
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- Figure 79: Information sources that are influential to traditional toys and games purchases, by parental status, February 2014
- Fathers, particularly Millennial dads, influenced by TV shows, in-store demos, movies, online ads, social media ads
- Mothers, mainly Gen X moms, more likely to seek ideas from their child/ren
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- Figure 80: Information sources that are influential to traditional toys and games purchases, by generation and parental status, February 2014
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- Figure 81: Information sources that are influential to traditional toys and games purchases, by generation and parental status, February 2014 (continued)
- Presence of children – Key purchasing influence
- The power of children’s influence
- Parents of children aged 0-5 particularly gain information from window shopping and in-store demos
- Parents of kids aged 6-11 particularly likely to source online ads and movies
- Social media advertisements as a source used among parents with children
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- Figure 82: Information sources that are influential to traditional toys and games purchases, by age of children, February 2014
Attitudes Toward Price and Affordability
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- Key points
- An overview on attitudes toward price and affordability
- Children key to premium and licensed toys and games buying
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- Figure 83: Attitudes toward price and affordability in traditional toys and games, by age of children, February 2014
- Moms keen in hunting for bargain on toys and games
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- Figure 84: Attitudes toward price and affordability in traditional toys and games, by gender and parental status, February 2014
- Dads mainly equate values with quality, premium, and licensed toys/games
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- Figure 85: Attitudes toward price and affordability in traditional toys and games, by generation and parental status, February 2014
- Deals hunters across all income; affluent shoppers opt for quality, premium
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- Figure 86: Attitudes toward price and affordability in traditional toys and games, by household income, February 2014
- Perceived value varied by shopping patronage
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- Figure 87: Attitudes toward price and affordability in traditional toys and games, by channels shopped, February 2014
Attitudes Toward Traditional Toys and Games
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- Key points
- Attitudes toward nostalgic toys/games, safety, the role of toys and games
- Consumers value safety and retro, classic toys/games
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- Figure 88: Attitudes toward traditional toys and games, by gender and age, February 2014
- Parents eager in sharing their childhood toys and games
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- Figure 89: Attitudes toward traditional toys and games, by age of children, February 2014
- Parents’ attitudes toward digital technology in toys and games
- Movement toward ‘offline’ toys and games for children
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- Figure 90: Parent’s attitudes toward digital technology in traditional toys and games, by age of children, February 2014
- Younger dads most likely desire traditional games could be played online
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- Figure 91: Parent’s attitudes toward digital technology and traditional toys and games, by recipients, February 2014
- Demand for online versions of traditional games correlate with gender; age to a lesser extent
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- Figure 92: Parent’s attitudes toward digital technology and traditional toys and games, by gender and age, February 2014
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- Figure 93: Parent’s attitudes toward digital technology and traditional toys and games, by channels shopped, February 2014
Impact of Race and Hispanic Origin
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- Key points
- Hispanics and Asians most avid toy and game buyers
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- Figure 94: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
- Mass merchandisers, toy specialty stores most popular channels for toy shopping
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- Figure 95: Channels shopped for traditional toys and games in the last 12 months, by race/Hispanic origin, February 2014
- Racial, ethnic distinctions necessitate tailored marketing
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- Figure 96: Information sources that are influential to traditional toys and games purchases, by race/Hispanic origin, February 2014
- Minorities demand differing characteristics in children’s toys and games
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- Figure 97: Criteria considered when buying toys and games for children, February 2014
- Minorities demand safety and deals, but facilitate paying extra for licensed and premium toys
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- Figure 98: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014
Cluster Analysis
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- Figure 99: Target clusters, February 2014
- Adult Male-Dominated Shoppers
- Demographics
- Characteristics
- Opportunity
- Gift-Centric Toy Purchasers
- Demographics
- Characteristics
- Opportunity
- Avid Toy Buyers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 100: Traditional toys and games clusters, February 2014
- Figure 101: Traditional toys and games purchased in the last 12 months, by traditional toys and games clusters, February 2014
- Figure 102: Traditional toys and games purchased for children in the last 12 months, by traditional toys and games clusters, February 2014
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- Figure 103: Traditional toys and games purchased for adults in the last 12 months, by traditional toys and games clusters, February 2014
- Figure 104: Key reasons for buying traditional toys and games in the last 12 months, by traditional toys and games clusters, February 2014
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- Figure 105: Retailers and channels shopped for traditional toys and games in the last 12 months, by traditional toys and games clusters, February 2014
- Figure 106: Information sources that are influential to traditional toys and games purchases, by traditional toys and games clusters, February 2014
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- Figure 107: Preferred characteristics in traditional toys and games for children, by traditional toys and games clusters, February 2014
- Figure 108: Preferred characteristics in traditional toys and games for adults, by traditional toys and games clusters, February 2014
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- Figure 109: Attitudes toward traditional toys and games, by traditional toys and games clusters, February 2014
- Cluster demographics
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- Figure 110: Key demographics, by traditional toys and games clusters, February 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Purchase recipients and categories
- Any purchased toys and games
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- Figure 111: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
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- Figure 112: Traditional toys and games purchased in the last 12 months, by gender, February 2014
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- Figure 113: Traditional toys and games purchased in the last 12 months, by age, February 2014
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- Figure 114: Traditional toys and games purchased in the last 12 months, by household income, February 2014
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- Figure 115: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
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- Figure 116: Traditional toys and games purchased in the last 12 months, by generation, February 2014
- Toy and game purchasing – For children (own or others)
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- Figure 117: Traditional toys and games purchased in the last 12 months (for children), by gender, February 2014
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- Figure 118: Traditional toys and games purchased in the last 12 months (for children), by age, February 2014
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- Figure 119: Traditional toys and games purchased in the last 12 months (for children), by household income, February 2014
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- Figure 120: Traditional toys and games purchased in the last 12 months (for children), by generation, February 2014
- Toy and game purchasing – For adults
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- Figure 121: Traditional toys and games purchased in the last 12 months (for adults), by gender, February 2014
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- Figure 122: Traditional toys and games purchased in the last 12 months (for adults), by age, February 2014
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- Figure 123: Traditional toys and games purchased in the last 12 months (for adults), by household income, February 2014
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- Figure 124: Traditional toys and games purchased in the last 12 months (for adults), by race/Hispanic origin, February 2014
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- Figure 125: Traditional toys and games purchased in the last 12 months (for adults), by generation, February 2014
- Toy and game purchasing – For own child/ren
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- Figure 126: Traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by gender, February 2014
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- Figure 127: Traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by age, February 2014
- Toy and game purchasing – For other child/ren – Not own
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- Figure 128: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender, February 2014
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- Figure 129: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by age, February 2014
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- Figure 130: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by household income, February 2014
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- Figure 131: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by race/Hispanic origin, February 2014
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- Figure 132: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by generation, February 2014
- Toy and game purchasing – For self
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- Figure 133: Traditional toys and games purchased by adults for themselves in the last 12 months, by gender, February 2014
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- Figure 134: Traditional toys and games purchased by adults for themselves in the last 12 months, by age, February 2014
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- Figure 135: Traditional toys and games purchased by adults for themselves in the last 12 months, by household income, February 2014
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- Figure 136: Traditional toys and games purchased by adults for themselves in the last 12 months, by race/Hispanic origin, February 2014
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- Figure 137: Traditional toys and games purchased by adults for themselves in the last 12 months, by generation, February 2014
- Reasons for buying
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- Figure 138: Main reasons for buying traditional toys and games in the last 12 months, by gender, February 2014
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- Figure 139: Main reasons for buying traditional toys and games in the last 12 months, by age, February 2014
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- Figure 140: Main reasons for buying traditional toys and games in the last 12 months, by household income, February 2014
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- Figure 141: Main reasons for buying traditional toys and games in the last 12 months, by race/Hispanic origin, February 2014
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- Figure 142: Main reasons for buying traditional toys and games in the last 12 months, by presence and age of children, February 2014
- Channels shopped for toys and games
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- Figure 143: Channels shopped for toys and games in the last 12 months, by gender, February 2014
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- Figure 144: Channels shopped for toys and games in the last 12 months, by age, February 2014
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- Figure 145: Channels shopped for toys and games in the last 12 months, by household income, February 2014
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- Figure 146: Channels shopped for toys and games in the last 12 months, by race/Hispanic origin, February 2014
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- Figure 147: Channels shopped for toys and games in the last 12 months, by presence and age of children, February 2014
- Information sources
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- Figure 148: Information sources that are influential to traditional toys and games purchases, by gender, February 2014
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- Figure 149: Information sources that are influential to traditional toys and games purchases, by age, February 2014
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- Figure 150: Information sources that are influential to traditional toys and games purchases, by household income, February 2014
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- Figure 151: Information sources that are influential to traditional toys and games purchases, by race/Hispanic origin, February 2014
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- Figure 152: Information sources that are influential to traditional toys and games purchases, by presence and age of children, February 2014
- Criteria considered when buying toys and games
- Criteria considered when buying toys and games – Overview
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- Figure 153: Criteria considered when buying toys and games, by recipient, February 2014
- Criteria considered when buying toys and games – For children
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- Figure 154: Criteria considered when buying toys and games (for children), by gender, February 2014
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- Figure 155: Criteria considered when buying toys and games (for children), by age, February 2014
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- Figure 156: Criteria considered when buying toys and games (for children), by household income, February 2014
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- Figure 157: Criteria considered when buying toys and games (for children), by race/Hispanic origin, February 2014
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- Figure 158: Criteria considered when buying toys and games (for children), by age of children, February 2014
- Criteria considered when buying toys and games – For adults
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- Figure 159: Criteria considered when buying toys and games (for adults), by gender, February 2014
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- Figure 160: Criteria considered when buying toys and games (for adults), by age, February 2014
- Attitudes toward traditional toys and games
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- Figure 161: Attitudes toward traditional toys and games, February 2014
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- Figure 162: Attitudes toward traditional toys and games, by age, February 2014
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- Figure 163: Attitudes toward traditional toys and games, by household income, February 2014
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- Figure 164: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014
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- Figure 165: Attitudes toward traditional toys and games, by presence and age of children, February 2014
Appendix – Trade Associations
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