Izziwizzi Kids is a UK based online toy retailer and has conducted customer research recently using an online survey to find out about views of toys within the market.
Although a relatively small sample (150) of UK based respondents, a range of people completed the survey including those who buy for boys and girls, mainly between the birth to five years age range. Just over half bought for their own children, whilst just under half bought gifts for others children.
The overwhelming conclusion that can be drawn from the factors that are very important when buying for a child are that the toy is pleasing to a child (86%), the toy being robust and good quality (75%) and that the toy contains safety assurances (74%).
Over 82% of respondents felt that a toy being presented as educational was either important or very important. In addition, responses indicated that ethical considerations in buying toys were either important or very important. 67% indicated that the toy being fairly traded was either important or very important and 73% indicated that it was either important or very important that the toy was environmentally friendly.
So, what does all this mean for Izziwizzi Kids and other toy retailers?
On the face of it, many mainstream toy retailers have hit the nail on the head, with practical quality products, with durability and toy safety at the forefront.
But there are other emerging factors for the discerning consumer who in addition to the qualities offered by mainstream retailers is seeking out something a bit different. They are simple toys (not battery operated) to encourage kids use their own imaginations. Mainstream toys are moving away from being traditional and moving towards being more automated and battery operated. Whilst many consumers enjoy the new technologies, there remains a market for more traditional stimulating toys. Other factors that emerged are toys which are age appropriate, non-stereotypical and non-character merchandise. Another emerging factor was the perceived excessive use of packaging on toys. If the packaging was less, then consumers would feel that they were contributing positively environmentally.
For further information, or to provide your feedback please contact alison.boxall@izziwizzikids.co.uk.
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