Duracell toy trends

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Battery supremos Duracell have conducted a Europe-wide survey on the most popular toys this Christmas. Full details can be found here. The report is available as a PDF, the most interesting part of the report is the survey insights section which highlighted some cultural trends amongst children and the differences across Europe. I have summarised Duracell toy trends below:

  • Action is the strongest draw for boys with radio controlled cars and race tracks. This goes against everything that we’re told about ‘generation playstation’ and the move to mobile and online entertainment
  • Fashion and beauty is the big draw for girls – the Smoby Star Party CD which allowed girls to become a singer a la Pop Idol or Fame Academy was a winner in this category

Both of these findings in the Duracell toy trends research

UK:USA

  • The UK was considered to have consumption patterns closer to the US than Europe
  • More toys were bought and more money spent in the UK than other European countries

Northern versus Southern Europe

  • Northern European children prefer being outdoors taking part in sport
  • Southern European children prefer to play indoors with computer games and watching television. I was surprised by this given the football culture and better weather
  • Southern European children receive a higher amount of pocket money than Northern European children. But Northern European children start receiving pocket money at a younger age
  • Northern European children discover new toys through multiple channels: word of mouth, television, magazines, print advertisements, retail displays and catalogues
  • Southern European children primarily discover new toys through television
  • Southern European parents put a greater emphasis on educational value when purchasing toys