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Traditional Toys and Games - US - April 2014

“Shoppers are looking beyond price and are willing to pay a slight premium in exchange for quality and a great toy-shopping experience. Toy buyers’ pre-planning stage, an essential part of shoppers’ path to purchase, is an important opportunity to actively engage children and adults. Brands and retailers could leverage children's ‘pester’ power and the recommendations of friends/family via various advertising mediums (eg TV spots, online ads, social media, etc) to generate additional buzz and influence kids’ ask factor.”

– Ika Erwina, Retail and Technology Analyst

Some questions answered in this report include:

  • How would digital technology transform the playing field of traditional toys and games?
  • What should be the core messages in marketing toys and games?
  • How relevant are traditional toys and games for children today?
  • How can retailers combat lingering price sensitivity?

While children exert a tremendous influence over the traditional toys and games industry, the role of adults both as decision makers and gift recipients should not be underestimated. In terms of messaging, brands and retailers need to appeal to parents, particularly Millennial moms and dads, with products and marketing that emphasizes relationship-building or education. While marketers could appeal to primary toys and games recipients in the hopes of triggering their ‘pester’ power, grandparents are particularly influential in the gift-giving sector. Themes that may appeal to the older group may emphasize on nostalgia, bonding, or indulgence.

Online retailers and mass merchandisers are taking market share from specialty toy stores primarily due to their low prices. Although the slow economic recovery has made many shoppers price sensitive, they are willing to pay extra in exchange for a good in-store experience, necessitating the need for brands and retailers to critically review the path to purchase. For instance, Mintel finds traditional toys and games that achieve multiple characteristics (eg education, fun, family bonding, or creativity) can justify higher prices.

The report builds on the analysis presented in Mintel’s Traditional Toys and Games Market – US, June 2002.

For the purpose of this report, traditional toys and games include product categories as followed:

  • Action figures (eg battling toys, action figure dress-up, etc)
  • Vehicles (eg trucks, boats, remote-control vehicles, trains and accessories, etc)
  • Outdoor/sports-related toys (eg ride-ons, tricycles, scooters, etc) – excluding bicycles
  • Dolls (eg fashion dolls, collectible dolls, baby dolls, dollhouses, etc)
  • Arts and crafts (eg clay, dough, sand, crayons)
  • Stuffed animals and dolls (eg plush, customizable stuffed animals, etc)
  • Building sets (eg LEGO, K’NEX, wood blocks magnetic, preschool building sets, etc)
  • Puzzles and board games (eg card games, dice games, trading cards, board games, puzzles, travel games, etc)
  • Electronic developmental and learning toys (ie kids-specific learning systems)

The report also discusses small hand-held electronic versions of traditional games, as well as versions of traditional games found on video, PC, online, mobile, or game consoles. However, online and mobile games and gaming are excluded.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Stagnant market in 2011-13 due to price competition, digital technology
                          • Figure 1: Total US retail sales of traditional toys, 2011-13
                        • Youth electronics, building sets, and arts and crafts high-performing sectors
                          • 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
                                      • 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
                                      • Figure 4: Channels shopped for traditional toys and games in the last 12 months, February 2014
                                    • TV ads, friends/family, children vital purchase influencers
                                      • 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
                                            • 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
                                            • Figure 7: Criteria considered when buying toys and games, by recipient, February 2014
                                          • Moms keen bargain hunters
                                            • 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
                                            • 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
                                            • Figure 10: Attitudes toward traditional toys and games, by gender and age, February 2014
                                          • The move against screen addiction
                                            • 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
                                            • 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
                                            • 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
                                            • Figure 14: Information platforms influencing purchase of traditional toys and games, by race/Hispanic origin, February 2014
                                          • What we think
                                          • Issues and Insights

                                              • 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

                                                                        • Inspire trend: Sense of the Intense
                                                                          • Inspire trend: Switch Off
                                                                            • Mintel futures: East Meet West
                                                                            • Market Size

                                                                              • Key points
                                                                                • Intensified price competition and digital technology created stagnation in 2011-13
                                                                                    • Figure 15: Total US retail sales of traditional toys, 2011-13
                                                                                • Market Drivers

                                                                                  • Key points
                                                                                    • Licensed toys and games a significant driver
                                                                                      • Children primary consumers of toys; but 18-34s also receptive
                                                                                        • Figure 16: Total US population, by age, 2008-18
                                                                                      • Young families still major purchasers of toys and games
                                                                                        • Figure 17: Households, by presence and ages of own children, 2012
                                                                                        • 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
                                                                                        • 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
                                                                                          • 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
                                                                                            • Figure 22: Hispanic population, by age, 2008-18
                                                                                            • Figure 23: Asian population, by age, 2008-18
                                                                                            • Figure 24: Black population, by age, 2008-18
                                                                                          • Median income of Asian households overindex
                                                                                            • Figure 25: Median household income, by race and Hispanic origin of householder, 2012
                                                                                          • Minority households more likely than White households to have kids
                                                                                            • 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
                                                                                            • Figure 28: Median household income in inflation-adjusted dollars, 2002-12
                                                                                        • Segments Performance

                                                                                          • Key points
                                                                                            • Youth electronics, building sets, arts and crafts posted the strongest growth in 2011-13
                                                                                                • 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

                                                                                                                      • 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

                                                                                                                                            • Mass merchandisers, toy specialty stores, online-only retailers most likely channels shopped for toys/games
                                                                                                                                              • 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

                                                                                                                                                                                • 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

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Strategy: Showcasing real kids, real reactions, real toys
                                                                                                                                                                                            • Figure 31: Toys R Us, “Surprise Trip” TV ad, October 2013
                                                                                                                                                                                          • Strategy: Leveraging entertainment licenses
                                                                                                                                                                                            • 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
                                                                                                                                                                                              • Figure 33: Hasbro, “Marvel Superhero Mashers” TV ad, March 2014
                                                                                                                                                                                            • Strategy: Appealing to girls with “non-traditional” toys
                                                                                                                                                                                              • 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
                                                                                                                                                                                                • Figure 35: Toys R Us, winter holiday online promotion, September 2013
                                                                                                                                                                                              • Strategy: Strengthening girls’ ‘STEAM’ interests
                                                                                                                                                                                                • Figure 36: GoldieBlox, “Princess Machine” social media ad, November 2013
                                                                                                                                                                                                • Figure 37: GoldieBlox, “Rocketship” TV ad, February 2014
                                                                                                                                                                                              • Strategy: Underscoring “special edition” to gain collectors’ attentions
                                                                                                                                                                                                • Figure 38: Kidrobot, “(PRODUCT)RED Collection” email promotion, March 2014
                                                                                                                                                                                              • Strategy: Enticing pre-order toys tie-in with movie
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Figure 40: Telus, “#hometweethome” social media ad, December 2013
                                                                                                                                                                                            • Purchase Recipients and Categories

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Toys and games purchased in the last 12 months
                                                                                                                                                                                                  • Children main recipients; adult market must not be neglected
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                    • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                        • 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
                                                                                                                                                                                                        • 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
                                                                                                                                                                                                          • Figure 50: Types of traditional toys and games purchased by adults for self or other adults, by recipients, February 2014
                                                                                                                                                                                                          • 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
                                                                                                                                                                                                          • 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

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Mass merchandisers trump toy specialty stores, online-only retailers carving out the market share
                                                                                                                                                                                                            • Retail channels shopped differ by age and gender
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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
                                                                                                                                                                                                              • 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

                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                    • Figure 59: Purchaser of toys for kids aged 6-11, by gender and age, November 2012-December 2013
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                    • Figure 61: How often kids aged 6-11 get toys they want, by gender and age, November 2012-December 2013
                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                      • Figure 64: Retailers shopped for toys and games among teens aged 12-17, October 2007-December 2013
                                                                                                                                                                                                                  • Reasons For Buying Toys

                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                      • 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

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Children’s toys more likely demand multitude characteristics
                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                          • Figure 74: Criteria considered when buying toys and games for children, by generation and parental status, February 2014
                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                                            • Figure 77: Criteria considered when buying toys and games for adults, by parental status, February 2014
                                                                                                                                                                                                                                        • Influential Sources in Toys and Games Purchases

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • TV ads, friends/family, children top purchasing influencers
                                                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                                    • Figure 80: Information sources that are influential to traditional toys and games purchases, by generation and parental status, February 2014
                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                            • Figure 82: Information sources that are influential to traditional toys and games purchases, by age of children, February 2014
                                                                                                                                                                                                                                                        • Attitudes Toward Price and Affordability

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • An overview on attitudes toward price and affordability
                                                                                                                                                                                                                                                              • Children key to premium and licensed toys and games buying
                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                • Figure 86: Attitudes toward price and affordability in traditional toys and games, by household income, February 2014
                                                                                                                                                                                                                                                              • Perceived value varied by shopping patronage
                                                                                                                                                                                                                                                                • Figure 87: Attitudes toward price and affordability in traditional toys and games, by channels shopped, February 2014
                                                                                                                                                                                                                                                            • Attitudes Toward Traditional Toys and Games

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Attitudes toward nostalgic toys/games, safety, the role of toys and games
                                                                                                                                                                                                                                                                  • Consumers value safety and retro, classic toys/games
                                                                                                                                                                                                                                                                      • Figure 88: Attitudes toward traditional toys and games, by gender and age, February 2014
                                                                                                                                                                                                                                                                    • Parents eager in sharing their childhood toys and games
                                                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                        • Figure 92: Parent’s attitudes toward digital technology and traditional toys and games, by gender and age, February 2014
                                                                                                                                                                                                                                                                        • Figure 93: Parent’s attitudes toward digital technology and traditional toys and games, by channels shopped, February 2014
                                                                                                                                                                                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                        • Hispanics and Asians most avid toy and game buyers
                                                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                                                          • Figure 98: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                    • Figure 109: Attitudes toward traditional toys and games, by traditional toys and games clusters, February 2014
                                                                                                                                                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                                                                                                                                                    • Figure 110: Key demographics, by traditional toys and games clusters, February 2014
                                                                                                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                    • Purchase recipients and categories
                                                                                                                                                                                                                                                                                                      • Any purchased toys and games
                                                                                                                                                                                                                                                                                                        • Figure 111: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 112: Traditional toys and games purchased in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 113: Traditional toys and games purchased in the last 12 months, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 114: Traditional toys and games purchased in the last 12 months, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 115: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • 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)
                                                                                                                                                                                                                                                                                                        • Figure 117: Traditional toys and games purchased in the last 12 months (for children), by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 118: Traditional toys and games purchased in the last 12 months (for children), by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 119: Traditional toys and games purchased in the last 12 months (for children), by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 120: Traditional toys and games purchased in the last 12 months (for children), by generation, February 2014
                                                                                                                                                                                                                                                                                                      • Toy and game purchasing – For adults
                                                                                                                                                                                                                                                                                                        • Figure 121: Traditional toys and games purchased in the last 12 months (for adults), by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 122: Traditional toys and games purchased in the last 12 months (for adults), by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 123: Traditional toys and games purchased in the last 12 months (for adults), by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 124: Traditional toys and games purchased in the last 12 months (for adults), by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                        • Figure 126: Traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                        • Figure 128: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 129: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 130: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                        • Figure 133: Traditional toys and games purchased by adults for themselves in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 134: Traditional toys and games purchased by adults for themselves in the last 12 months, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 135: Traditional toys and games purchased by adults for themselves in the last 12 months, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 136: Traditional toys and games purchased by adults for themselves in the last 12 months, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 137: Traditional toys and games purchased by adults for themselves in the last 12 months, by generation, February 2014
                                                                                                                                                                                                                                                                                                      • Reasons for buying
                                                                                                                                                                                                                                                                                                        • Figure 138: Main reasons for buying traditional toys and games in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 139: Main reasons for buying traditional toys and games in the last 12 months, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 140: Main reasons for buying traditional toys and games in the last 12 months, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 141: Main reasons for buying traditional toys and games in the last 12 months, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                        • Figure 143: Channels shopped for toys and games in the last 12 months, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 144: Channels shopped for toys and games in the last 12 months, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 145: Channels shopped for toys and games in the last 12 months, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 146: Channels shopped for toys and games in the last 12 months, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 147: Channels shopped for toys and games in the last 12 months, by presence and age of children, February 2014
                                                                                                                                                                                                                                                                                                      • Information sources
                                                                                                                                                                                                                                                                                                        • Figure 148: Information sources that are influential to traditional toys and games purchases, by gender, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 149: Information sources that are influential to traditional toys and games purchases, by age, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 150: Information sources that are influential to traditional toys and games purchases, by household income, February 2014
                                                                                                                                                                                                                                                                                                        • Figure 151: Information sources that are influential to traditional toys and games purchases, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                          • Figure 153: Criteria considered when buying toys and games, by recipient, February 2014
                                                                                                                                                                                                                                                                                                        • Criteria considered when buying toys and games – For children
                                                                                                                                                                                                                                                                                                          • Figure 154: Criteria considered when buying toys and games (for children), by gender, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 155: Criteria considered when buying toys and games (for children), by age, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 156: Criteria considered when buying toys and games (for children), by household income, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 157: Criteria considered when buying toys and games (for children), by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                          • 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
                                                                                                                                                                                                                                                                                                          • Figure 159: Criteria considered when buying toys and games (for adults), by gender, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 160: Criteria considered when buying toys and games (for adults), by age, February 2014
                                                                                                                                                                                                                                                                                                        • Attitudes toward traditional toys and games
                                                                                                                                                                                                                                                                                                          • Figure 161: Attitudes toward traditional toys and games, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 162: Attitudes toward traditional toys and games, by age, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 163: Attitudes toward traditional toys and games, by household income, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 164: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                                                                                          • Figure 165: Attitudes toward traditional toys and games, by presence and age of children, February 2014
                                                                                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                                                                                                                                        • Babies R Us
                                                                                                                                                                                                                                                                                                        • Big Lots, Inc
                                                                                                                                                                                                                                                                                                        • Black & Decker
                                                                                                                                                                                                                                                                                                        • Bloomberg L.P.
                                                                                                                                                                                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                                                                                                                        • Build-A-Bear Workshop
                                                                                                                                                                                                                                                                                                        • Caterpiller Inc
                                                                                                                                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                        • Crayola LLC
                                                                                                                                                                                                                                                                                                        • Hallmark
                                                                                                                                                                                                                                                                                                        • Hasbro Inc
                                                                                                                                                                                                                                                                                                        • J C Penney Company, Inc
                                                                                                                                                                                                                                                                                                        • Jakks Pacific Inc
                                                                                                                                                                                                                                                                                                        • Kmart Corporation
                                                                                                                                                                                                                                                                                                        • Kohl's Corporation
                                                                                                                                                                                                                                                                                                        • LEGO Company
                                                                                                                                                                                                                                                                                                        • Marvel Entertainment
                                                                                                                                                                                                                                                                                                        • Mattel Inc.
                                                                                                                                                                                                                                                                                                        • Moxie Interactive
                                                                                                                                                                                                                                                                                                        • Namco Ltd
                                                                                                                                                                                                                                                                                                        • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                                                                                                        • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                                                                                                                        • Nickelodeon Networks
                                                                                                                                                                                                                                                                                                        • Nintendo of America Inc.
                                                                                                                                                                                                                                                                                                        • Pokémon USA Inc.
                                                                                                                                                                                                                                                                                                        • SAM's Club
                                                                                                                                                                                                                                                                                                        • Sanrio Company USA
                                                                                                                                                                                                                                                                                                        • Sears Holdings Corporation
                                                                                                                                                                                                                                                                                                        • Target Corporation
                                                                                                                                                                                                                                                                                                        • The Disney Store Ltd
                                                                                                                                                                                                                                                                                                        • Toys R Us
                                                                                                                                                                                                                                                                                                        • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                        • Wal-Mart Stores, Inc
                                                                                                                                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                        • Walt Disney Company, The
                                                                                                                                                                                                                                                                                                        • Warner Bros. Entertainment Inc.
                                                                                                                                                                                                                                                                                                        • Yahoo! Inc

                                                                                                                                                                                                                                                                                                        Traditional Toys and Games - US - April 2014

                                                                                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)