China Toy Fair


NPD Group: Parents Demanding Balance in Children’s Play Experiences

The Evolution of Play, the latest report from The NPD Group, examines a variety of factors in a changing environment for play, toy purchasing, and shopping habits. At the top of most people’s minds is the impact electronic devices have had on children’s playtime with traditional play items. NPD noted that almost 40 percent of parents felt their child is spending less time with traditional toys, while slightly more than half (51 percent) said the devices had no impact at all.

Not surprisingly, as kids get older, the impact of technology becomes more important in terms of time spent with more traditional playtime items. In fact, younger children who use technology are still more likely to request traditional toys, and their use of devices is perceived to have little effect on playtime with toys.

Among the parents who say they spent less money on any type of play item for their kids over the past year, 54 percent cited the economy and less disposable income, compared with only 24 percent who called out a shift to technology.

According to the report, heavy spenders on technology products—those spending $200 or more a year—are actually the most engaged traditional toy buyers, and are more likely to shop most toy categories and spend more when they do make a purchase. For example, heavy tech buyers are nearly 40 percent more likely to also buy action figures, and when they do, they spend 60 percent more per capita. This pattern held for most toy categories.