Toys and Games in the U.S. 2020

Topics of the survey

• Toy categories
• Brands and franchises
• Channels and Expenses
• Second-hand and toy rental
• Purchase criteria
• Card and board games
• Electronic toys & devices
• Educational & instructive toys
• Characteristics & Demographics

• Method: Online survey
• Study name: Toys and Games in the U.S. 2020
• Region: United States
• Number of respondents: 1,005
• Target group: Parents who have children below 14 years in their household (residential online population)
• Survey time period: 19 Mar to 26 Mar 2020

• Gender
• Age
• Income
• Marital status
• Household size
• Region
• Children under 14 in household
• Gender of the children
• Age of the children

Toy categories

• What is available for your children to play with in your household?
• Toy usage at age 0 to 2
• Toy usage at age 3 to 5
• Toy usage at age 6 to 8
• Toy usage at age 9 to 11
• Toy usage at age 12 to 14

• From which of the following doll and stuffed animal manufacturers/brands does your child / do your children own toys?
• For which of these manufacturers/brands of toy figures and worlds are you at least familiar with the name?
• From which of these manufacturers/brands of models, building and construction toys does your child or your children own toys?
• Do you pay attention to trends/franchises when selecting toys?'
• Which of the following products by franchise brands does your child own?
• From which of the following franchise brands does your child / do your children own toys?

• Where do you normally buy toys?
• At which of these (online) toy stores do you buy at least occasionally?
• At which of these (offline) toy stores do you buy at least occasionally?
• Are you more likely to buy toys online or in store?'

• What do you do with toys which your child / your children no longer play with?
• How often do you buy used toys?'
• How many of the last 10 toys your child / your children received were bought used?'
• Where have you bought used toys?
• At which of these second-hand stores have you purchased toys online?

• Which of these statements apply to you?
• How do you become aware about new toys?
• Which criteria are important to you when buying toys?

• Which of these statements about card and board games do you agree with?
• How many board games do you own at home in total?'
• From which of the following card and board game manufacturers does your child / do your children own games?
• How often do you buy new board games? If you are not sure, just provide an estimate.'
• Which criteria are important to you when buying card or board games?
• How much have you spent on board games for your children in the past 12 months?

• Which of the following statements about electronic toys / electronic devices do you agree with?
• Which criteria are particularly important to you when buying electronic toys/devices?
• From which of these manufacturers/brands of electronic toys does your child or do your children own toys?
• On which of the following devices does your child / do your children play games?
• Which kind of computer and/or console games does your child / do your children play?
• Which kind of games does your child / do your children play on a tablet and/or smartphone?
• From what age do you think a child should be allowed to own the following toys/devices? / TV'
• From what age do you think a child should be allowed to own the following toys/devices? / Smartphone'
• From what age do you think a child should be allowed to own the following toys/devices? / Music player'
• From what age do you think a child should be allowed to own the following toys/devices? / Tablet'
• From what age do you think a child should be allowed to own the following toys/devices? / Laptop/PC'
• From what age do you think a child should be allowed to own the following toys/devices? / game console'
• TV ownership by age'
• Smartphone ownership by age'
• Music player ownership by age'
• Tablet ownership by age'
• Laptop/PC ownership by age'
• Game console ownership by age'

• When you buy educational value / instructive toys, what do you pay particular attention to?
• From which of the following manufacturers of toys with educational value / instructive toys does your child / do your children own games?
• Aim to encourage at age 0 to 2
• Aim to encourage at age 3 to 5
• Aim to encourage at age 6 to 8
• Aim to encourage at age 9 to 11
• Aim to encourage at age 12 to 14

• What is your gender?
• Age
• Age (detailed)
• Age
• What is your marital status?
• Ethnicity
• Where do you currently live?
• Region
• How many children and adolescents under 14 years of age live permanently in your household?
• Gender of children
• years
• What is the highest level of education you have completed?
• Education
• Which of these categories best describes your current occupation?
• Occupation
• How much total combined money do all members of your household earn annually?
• Income
• How big is the town you live in?
• Size of Community
• In what type of community do you live?
• What is your current living situation (main residence)?
• How many people permanently live in your household, including yourself? Please also consider all children living in your household.
• Household size classification