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

Consumer Insights report

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

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.

Topics include

  • 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
  • Channels for toy purchases
  • Top 3 reasons to buy toys in a store
  • Top 3 reasons to buy toys online

Table of contents

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

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