A Toy's Story - Usage and Purchases in the U.S.

Statista Consumer Survey


Key Findings:

  • The toy market is going digital
  • Cards and board games can be found in 4 out of 5 households with children
  • Half of families play board games at least once a week, most don’t require a particular occasion to play
  • Electronic devices are children’s number-one toy regardless of their age
  • Playing outside vs. gaining technical understanding: Attitudes towards electronics are diverse
  • The child’s interest is decisive in the choice of a toy, followed by age adequacy
  • 2 out of 5 children older than 5 years decide (mainly) on their own about toys
  • Stores are not (yet) challenged by online shops as the place where parents buy toys
  • Offline shopping is driven by the child’s involvement in decisions, while parents favor online for its ease

  • Language: English
  • Released: August 2018
More than 7,500

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