Toy Survey

Toys are more important to North American parents and children than ever before, but children give them up earlier in life, according to a recent survey by Playthings magazine and Reed Research Group.

The survey, of 5,673 parents and carers across the continent, examines the importance of toys, which toys are favorites, amounts spent on them and factors influencing their purchase.

Something over 80% of the parents and caregivers surveyed said that toys were extremely or somewhat important when they were children - although readers may be surprised that so many did not. Among women, Barbie was the toy of choice and for men lego, trucks and bicycles were on top of a long list.

Respondents claim to spend an average of more than $700 on toys a year. Texas, California and Florida are big on toys, averaging over $800 annually, while in New York, Canada and Illinois toy spending was under $700 a year.

Not surprisingly, parents and caregivers concede that they are pressurised by their children as to what to buy, and many use them as bargaining counters. A majority of parents said that they link toys to discipline: taking a toy away from a child was linked to better future behavior or was viewed as punishment.

Over half of those surveyed said they avoided purchasing things like toy guns, cap guns and plastic swords on the grounds that they promoted violence.

According to Maria Weiskott, editor-in-chief of Playthings magazine, those who care for children under 12 years of age say they believe that while toys are key in a child's life, the amount of time they are used is shrinking. 'Girls are giving up their Barbies at age 6 instead of 11. Boys are turning to computers, digital video players and videos at an earlier age. With age compression and a slow retail market, toy manufacturers and retailers need to be smarter, faster and more competitive than ever before'.

Playthings this year celebrates a century as the leading industry publication for the retail toy business, with the largest share of qualified readers in the market. The full results of the Playthings Consumer Toy Report are available at www.Playthings.com , which also provides daily news online for the industry.

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

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