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Trends & Research

THE UK TOY MARKET REPORT 2020

22 Jan - 2020

Kids Insights releases the UK Toy Market Report 2020 and presents award winnning data portal durig London Toy Fair

Kids Insights, the global leader in kids market intelligence, has just released the UK Toy Market Report 2020 at the Toy Fair, the UK’s largest dedicated toy, game and hobby trade show, which takes place at Olympia Grand and West Halls, London.

Kids Insights now survey more than 2,000 children a week across 7 countries, presenting kid’s favourite toys for different age groups, including pre-schoolers, kids and tweens.

Their UK study revealed that there is a strong link between the toy’s 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/Computer related career.

Nick Richardson CEO commented, “There is no doubt that toys and games remain such an important aspect of the children’s ecosystem, and our data shows that the 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. 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 Report visit www.kidsinsights.com/toyreport

The company also announced the launch of its new award-winning data Portal 3.0, which will be demonstrated during the Toy Fair in London. The Kids Insights 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.

Kids Insights which is part of The Insights People has grown significantly and had a successful last quarter which saw a number of client wins which included Mattel, Pokémon, Silver Cross, Viacom and VOD 365 (Ketchup TV), and as a result are going through a further recruitment drive, for more information  visit www.kidsinsights.com.

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