Spielwarenmesse: Kids toy preferences during the coronavirus

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Spielzeug-Präferenzen von Kindern in der Corona Krise


Kids toy preferences during the coronavirus


In these unprecedented times, it may feel that the world has stopped, but according to the data of Kids Insights, it really hasn’t. In some ways it is hard to remember life before Coronavirus, an age where everything was so accessible, driven by consumerism and one which felt limitless. There is no doubt that life will return to normality in the coming weeks and months, but normality might not see a return to how things were.

Kids Insights believes that this time in history will be defined into three periods. “BC” (before coronavirus), “DC” (during coronavirus) and “AC” (after coronavirus). And the attitudes, behaviour and consumption of children, parents and family during is going to evolve significantly across these three periods, which essentially means most market intelligence sitting on the desks is probably considerably out of date. Kids Insights survey different children on a continual basis some 1,200 a week across the EU, and a further 1,600 across the US, India, Brazil and Mexico, so they will have data across those three periods in time – “BC”, “DC” and “AC”.

Utilising the real-time data portal, significant trends during the coronavirus can already be observed:

Toy trend during corona
  1. The types of toys & games children have been playing with over the last few weeks during the coronavirus (DC) has changed dramatically*.
    Playing with board games has become increasingly popular, facilitating family time and co-play across the world. With boardgames now being the favourite toy for 5.5% in Spain (a 67% increase), 4.2% in Italy (a 61 % increase) and 2% in the UK (a 66% increase). For example in Germany, the desire for puzzles increased from 0.2% to 0.9%. A look at the behaviour of children in the UK shows that the desire for a barbie doll up from 1.0% to 1.5% and cars up from 0.5% to 0.8%.
  2. In March 2020 there was also a resurgence in more ‘traditional’ toy choice.
    For example, children have been playing more with jigsaws and puzzles over the last month in the UK (+14%), Italy (+12%) and Germany (+4).
  3. The research shows the growth in retro gaming consoles. Lower price points for 2nd hand consoles, or families dusting off old machines that haven’t been used recently can be enjoyed across generations and will be introducing children to more old-style games.
    The access to retro devices in the home has increased across many countries, including in the UK (+12%) France (+59%), Italy (+22%) and India (+58%).
  4. Children are spending more time online and on Social Media while on lockdown due to COVID-19.
    In Italy the Netflix usage has increased by 10% and the console usage by 16%, a pattern that is expected to be repeated across Europe. Also the Social Media channels are used more frequently. The number of 6-12-year olds in Spain using chat platforms has increased 20% as children increasingly seeking out opportunities to connect via a shared experience or interest. The data also shows that the number of tweens and teens in Italy who use Facebook has increased by 30%.

How the behaviour of children will change after the coronavirus is still written in the stars. But one thing is for sure: In the “DC” period, traditional games are back in the focus of the children and also the online activities are increasing which is why companies can reach their target group here.

*Based Kids Insights live data portal on March 1st – 26th March v last 12-month average (26/3/2019 – 26/3/2020), 5-18’s.

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Author of this article:

, Kids Insights

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