Answer: Toy
Clues: “Trinket” and “Plaything”
The Toy Association™ unveiled the results of a new survey that gauged 1,000 parents’ attitudes about toys, play, and shopping leading into the holiday season.
- 69% of parents would cut corners from other areas of the budget first to ensure their children have the latest toys.
- Dads have the biggest soft spot — 73% are more likely than moms to reduce spending elsewhere before eliminating toys from the budget.
- 72% of parents are likely to put a toy or game on their own holiday wish list.
- Dads are most likely to ask for their own toys, with 83% looking for new loot.
- Connection is king: 61% of moms and dads who have purchased a toy or game for themselves do it to bond with their kids.
While family budgets and a toy’s “fun factor” are key considerations, there are other factors swaying parents’ this holiday season:
- Parents want toys that teach!56% of parents consider the promotion of mental, emotional, and social health a “large” or “top” consideration when choosing toys for their child. Younger parents under 40 are most likely to prioritize this at 64%.
- Core values are key:
- 50% of parents under the age of 40 consider the sustainability of a toy
- 40% of parents of all ages are likely to consider toys that highlight different races, cultures, identities, and abilities.
- Under the kidfluence: 58% of parents say their purchase decisions have been influenced by children asking for a toy they first saw advertised online or posted by an influencer on social media.