A trip to a toy store can be like a mini vacation for kids. However, chains like Toys R Us, known for their enormous retail stores, are closing due to the take-over of eCommerce and its comfortable online shops. Digitalization does not only strike when it comes to purchase channels, but it also influences the importance of toy categories. Electronic devices have become highly popular among children and parents. The children wish to follow the latest trends and urge their parents to purchase the newest app to play with. Parents wish to encourage child development and education even during play time and go for expensive STEM-toys. Discover now the true drivers behind toy purchases, find out about the relevance of different toy categories such as card and board games or electronic toys and games, and read about the role of age appropriateness and toy purchase situations in general.
Availability of toy categories in household
Frequency of playing board games
Occasions for playing board games
Toy categories – preferences by age
Share of respondents who favor or reject electronic toys and devices
Toy purchases – purchase criteria
Share of parents’/children’s influence on choosing toys