8/1/2013
It’s a common scenario: A mom and child enter a toy store to purchase a present for a classmate’s birthday. While in line, the child throws a temper tantrum and refuses to leave the store without some trinket. And mom reluctantly adds something to the basket. The purchase was impulsive, driven by the nag factor, and allowed to happen only by a gatekeeping parent. An event like that likely plays out all across the U.S.-or maybe not, according to research published by the Toy Industry Association and market research firm The Family Room. Children don’t nag, and moms aren’t as easily swayed by outbursts nor can they be categorized as gatekeepers. Rather, families make decisions jointly and happily.
Today’s parents are unlike families from a few years ago. Back then, helicopter micromanaging parents oversaw every little detail of their children’s lives. Or parents were extremely permissive and dismissive. Now, it’s a blended mix of these styles, with a heavy emphasis on collaboration. More than half of parents (55%) consider their 6-to-12-year-old child to be one of their best friends. These friends shop and make decisions together. There’s no hierarchy. Fewer than one in three parents (28%) say they have the final word when it comes to family purchases.
While family consensus tends to dominate all major purchasing decisions, toys and games remain outliers.
When it comes to purchasing toys and games, families typically use five approaches, though, ultimately, it’s all about what the child wants. That said, 60% of children claim they “had to have” the toy they requested. And virtually all of these requests specify the exact brand, model, and type. Parents try their best to fulfill these requests, with 80% saying they purchase exactly what their child has requested.
All toy and game purchases must pass through four considerations before the parent makes the buy: price, appropriateness, occasion/reason, and quality/value. Then, parents “filter” the request into one of two processes: 60% have no need to deliberate and just buy it. Half of these buys are impulsive and happen in big box stores.
Meanwhile, 40% of parents decide to hold off purchasing the toy until they conduct more research. They also hope to find a good deal. These purchases tend to involve greater kid involvement and higher levels of stress among parents.
Similar to the purchase process, toy and game purchases can be segmented into five distinct categories: parent refusal, parent considers, parent indifference, parent advocates, and parent gifts.
- Some 7% of all purchases are considered “over my dead body” purchases in which the child wants a product, but the parent doesn’t want to buy it. These purchases are most likely to happen at local and national toy stores, during nonwinter months, and are the kind of purchase least likely to happen online. Kids are usually with the parent at the time of the purchase, and, although kids focus on one brand, 75% of families switch brands or models in-store with their eventual purchase.
- Parents tell their children “they have to think about it” with 11% of toy and game purchases. This purchasing path involves the most research on behalf of the parent and the longest time between asking and purchasing. These purchases are most likely to happen at electronics stores.
- Some 21% of purchases are classified as “fine with me,” meaning the child wants something and the parent sees no big deal in giving in to the request. These impulsive buys tend to happen online, and the only real deliberation made by the parent is to make sure the product isn’t a passing fad.
- Four in 10 toy and game purchases are made equally-and enthusiastically-by the parent and child. Children find a specific item and get exactly that product. This purchase tends to be viewed as a reward.
- Lastly, 21% of toy and game purchases are gifts. Parents typically are less focused on a specific brand than on a category. There is little advance research before parents purchase items.
Tweens are the sweet spot for toy sales. Tweens account for 60% of all U.S. toy purchases, according to the TIA; tween girls represent 80% of all doll sales and 75% of all arts and crafts sales; and tween boys account for 75% of all action figure sales, according to the Toy Industry Association.
CONTACTS AND CONNECTIONS: Toy Industry Association, The Family Room Strategic Consulting Group, Hillary Newton, VP Research and Brand Strategy, 27 Ann St., Norwalk, CT 06854; 203-523-7840; hnewton@familyroomllc.com; www.familyroomllc.com.
Toy Industry Association, Stacy Leistner, VP Strategic Communications, 1115 Broadway, #400, New York, NY 10010; 646-520-4858; info@toyassociation.org; www.toyassociation.org.
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