Parents and Play in the UK

New research from Mintel sheds light on British parents' involvement with their children's play and their purchase of toys. Among other findings, the survey shows more children playing on their own and more being left to watch TV or play TV games: but also more money spent on toys and the existence of substantial groups prioritising 'quality time' or home education.

'Toy Retailing in the UK' reports that just 32% of children now spend more time playing with other children than playing on their own - a figure Mintel says would have been scarcely credible 25 years ago. Over a quarter (26%) of children are said to spend the majority of their free time watching television and videos, and just 36% of adults actively limit how much television their children watch.

Senior Retail Analyst Katy Mclaughlin points out that although more women are now in full-time employment, attitudes towards children's toys and games still differ between the sexes, with women slightly more proactive in ensuring that their children engage in a range of educational and other activities, and a higher proportion of men indulging children's passion for the latest high-tech games. Almost a quarter (22%) of dads are identified as 'Square Eyed' carers who generally leave their children to their own devices, playing on a range of the most up-to-date electronic games and television watching - this compares with 16% of mums. 37% of dads and 28% even of mums are identified as 'activity unaware', ie not seeing their children often enough to know much about their daily activities.

The survey identifies further categories of parent, 'Busy Bees', who encourage their children to participate in a range of activities and are least likely to leave them watching TV, preferring family board games and 'quality family time together'; and Educational Enthusiasts whose main priority is to raise 'bright young people free from the influences of television and computers' - around a fifth of mums and 14-16% of dads fall into each of these categories.

The decline in the UK's child population will continue for at least the next 5 years, and the numbers of adults buying toys and games is falling with it. In 1997, some 85% of British aged 15 and over had made at least one toy purchase during the previous year, but by 2004 this figure has fallen to as little as 70%. Conversely, spend on the average child aged 15 and under is upto just under £200, compared to just £144 per year in 1998. 'Although there has been a decline in the UK child population, the average child is now benefiting from greater toy spend with the increase of double-income households and the development of more expensive high-tech toys' comments Katy Mclaughlin.

Specialist toy retailers continued to account for the largest proportion of the £2.15 billion toys and games market in 2003, with almost 30% of sales: however, they are losing market share, and independents in particular have suffered, with many individual toy stores going out of business. However, Mclaughlin says that more niche players have fared well: 'The pre-school market, targeted by the likes of Mothercare and the Early Learning Centre, has been buoyant of late, and penetration levels among toys and games buyers for these stores have held steady since 2001. Other niche players such as Games Workshop and The Gadget Shop have also reported continuing strong trading'.

The major supermarket chains, specifically Asda and Tesco, saw toy sales rise rapidly in 2003 to an estimated 7.5% of the market. There was also strong growth in online sales, while mail order and department store sales fell back. Online retailing is becoming a significant avenue for toys and games purchases, now used by 10% of all consumers.

'Toy Retailing in the UK' is based on interviews with 760 toy buyers aged 15 and over with children/grandchildren. Mintel's web site is at www.mintel.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• MINTEL
• All news
• MrWeb info