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Toys 3.0 study for the International Toy Fair shows: 8 to 30-year-olds play analogue and digital

  • Study on the use of classic and electronic toys in Germany, Great Britain,    the USA, South Korea and Brazil
  • Toys 3.0 special presents study results from 30.1 to 4.2.2013 in the Nuremberg exhibition centre

Digital evolution instead of revolution: For Toys 3.0 – The Next Generation, the special show at the International Toy Fair 2013, the fair organizer has determined the play habits in five representative toy markets. iconkids & youth, the market researcher commissioned to conduct the study, shows in its report that the 8 to 30-year-olds in Germany, Great Britain, the USA, South Korea and Brazil are completely socialized with electronic toys. As to be expected in an online study, the 2,500 respondents have a high affinity for computers and co. 96 per cent of them say they play on electronic equipment like consoles, computers or smartphones. Nevertheless, 90 per cent of the participants in the study also remain faithful to the classic toys. A large 89 per cent share use electronic equipment and real toys, so that the study shows a peaceful coexistence between the forms of play instead of competition between them. All results are presented in detail at Toys 3.0 – The Next Generation, the special show at the International Toy Fair in Nuremberg from 30.1 to 4.2.2013.

Combining the strengths of electronic and classic toys
The respondents would like to experience action when playing on a game console and enter complex play worlds when playing on the computer. For mobile phones and tablets, they currently prefer the easy games for in between: quick to learn with short and clearly defined play sequences. Industry and trade can skilfully use the trend of extending classic toys by adding digital play functions, if they establish clear added value for the players through the combination of the two forms of play.

The Toys 3.0 study shows that the respondents expect:

  • better suitability for playing in terms of variation of game length
  • more complexity through more levels or more stages of difficulty
  • more versatility through multi-player modes or chance components
  • a greater attraction and more exciting play through more effects
  • as far as 3D-effects or augmented reality

Still scope for development of interest in iToys in Germany
All the countries examined show that a clear interest exists in the combination of electronic and classic toys – only Germany is reacting rather cautiously. The respondents from Brazil (68 per cent), Great Britain (65 per cent), South Korea (65 per cent) and the USA (70 per cent) would be prepared to spend more on toys if these could be used with an electronic device. So far only 44 per cent of consumers in Germany would pay more for this.

2,590 persons aged between 8 and 30 years were interviewed for the Toys 3.0 study in Brazil, Germany, Great Britain, South Korea and the USA in September and October 2012. The results of the study are presented in the form of a knowledge brochure and at the Toys 3.0 special at the International Toy Fair in Nuremberg. More information about the study and the Toy Fair Special Toys 3.0 – The Next Generation can be found at www.toyfair.de/toys30.

24.1.2013 – sd

Spielwarenmesse International Toy Fair Nürnberg
The Spielwarenmesse International Toy Fair Nürnberg, the leading international fair for toys, hobbies and leisure, is organized by the fair and marketing services provider Spielwarenmesse eG. The trade fair creates a comprehensive communication and ordering platform for 2,700 national and international manufacturers. The presentation of new products and the extensive industry overview provide a valuable pool of information for annual market orientation for some 76,000 buyers and toy traders from over 100 nations.

Fair date: Spielwarenmesse International Toy Fair Nürnberg, Wednesday to Monday,



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