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Kids Insights unveils UK Toy Market Report 2020

Study finds strong link between the toys children play with and their future career aspirations.

Kids Insights has unveiled its UK Toy Market Report 2020, finding there is a strong link between the toys that children play with and their future career aspirations.

Kids Insights now surveys more than 2,000 children a week across seven countries, presenting kid’s favourite toys for different age groups.

Its latest research found that a typical 3-5 year old in the UK spends 11.5 hours per week playing with toys and games, equivalent to just under 50 hours per month or 598 hours per year.

The UK study also revealed that there is a strong link between the toys children play with and their future career aspirations. Based on Kids Insights data, kids aged 6-9 who play with construction toys the most are 38% more likely than average to want to become an engineer when they’re older.

Kids who play with electronic and digital toys the most are 50% more likely to want an IT or computer-related career.

“There is no doubt that toys and games remain such an important aspect of the children’s ecosystem,” said Nick Richardson, ceo of Kids Insights (pictured above). “It is also so important for brands to not just understand which toys and games are the most popular, but to get a more in-depth understanding of who their audience to aid and inform strategy and planning across their business.”

To download the UK Toy Market Report, simply click on this link.

Kids Insights has also used Toy Fair to launch its new data Portal 3.0. The live data portal was designed to provide real insights in real-time into the attitudes, behaviours and consumption of children, and enabling clients to view, filter and interrogate their data to help inform strategies across their businesses.

The Portal 3.0 introduces an entirely refreshed UX/UI look and a number of new features, including keyword searches and side by side analysis.


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