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NPD Releases Answers to July Survey: Where Are Parents Back-to-School Shopping?

The NPD Kids Industry Data Service (KIDS) provides monthly insight into purchases made on behalf of kids ages 0-14 across product categories with an emphasis on licenses and brands. In addition, each month the company asks an open-ended, unaided question designed to provide insight into what is top-of-mind with kids today. In July, the question was: “Where do you plan to do most of the back to school shopping for your child(ren)?” The NPD KIDS compiled 1,760 mentions of retailers where parents indicated they plan to do back-to-school shopping on behalf of their kids.

Thirty-six percent of respondents indicated Walmart; 20 percent indicated Target; 4 percent indicated Kohls and JC Penney; 3 percent indicated Staples and dollar stores, including Dollar Tree, Dollar General, Dollar Stores and Family Dollar; and 2 percent indicated Kmart, Old Navy, a shopping mall, or wherever there is a sale.

According to the NPD KIDS, the 2 percent of respondents indicating that they will shop “wherever there is a sale,” represents willingness on the part of shoppers to wait and hunt for promotions on school supplies. This is a response that has not shown up in previous iterations of the survey question.

This post was originally written by Sierra McCleary-Harris and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Survey: What’s the hottest thing for kids?

Following are the results from an NPD Group survey that was fielded for four weeks in February 2012 in response to the question:What would the kids you know say is the hottest new thing these days?”

Roughly 3,950 mentions were compiled of things that kids are currently into, and here’s how the top 10 most mentioned responses stack up:

6% Justin Bieber
3% iPad
3% Cars: The Movie (franchise)
2% Twilight
2% Video Games
2% Angry Birds
2% Dora the Explorer
2% LEGO
1% iPhone
1% iPod

Justin Bieber remained at the top of the list in this follow-up to NPD’s September 2011 survey, in which Bieber captured 9 percent of total mentions followed by Cars: The Movie (franchise), Xbox 360, Disney, iPad, iCarly, Dora the Explorer, Nintendo Wii, and Transformers.

Some of the brands, franchises, celebrities, or items that show to be emerging in popularity include (in no particular order) Justice Clothing for Girls, Victorious, The Hunger Games, Skylanders, PlayStation Vita, Beats by Dr. Dre, Big Time Rush, Team Umizoomi, The Voice, Dr. Seuss’ The Lorax, Jeremy Lin, Adventure Time, and Dubstep.

The NPD Kids Industry Data Service (KIDS) provides monthly insight into purchases made on behalf of kids ages 0-14 across product categories with an emphasis on licenses and brands. In addition, each month we ask an open-ended unaided question designed to provide insight into what is top-of-mind with kids today.

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The Results Are In For What’s Hot With Kids Today

Justin Bieber topped the list when The NPD Group, as part of its Kids Industry Data Service (KIDS), asked “what would the kids you know say is the hottest new thing these days?” in May. Mentions included celebrities, movies, television shows, toys, games, hobby, sports, web sites, brands, and retail stores. NPD compiled 2,095 mentions for kids ages 0-14. The results were:

  1. Justin Bieber (10 percent)
  2. Nintendo Wii (2 percent)
  3. Dora The Explorer (2 percent)
  4. Xbox 360 (2 percent)
  5. Cars: The Movie/ Cars 2 (2 percent)
  6. iPad (2 percent)
  7. SpongeBob SquarePants (2 percent)
  8. Disney (2 percent)
  9. Video games (2 percent)
  10. Thor (1 percent)

Bieber also topped the list in the same survey conducted in February, with 14 percent. The NPD Group’s Kids Industry Data Service (KIDS) provides monthly insight into purchases made on behalf of kids ages 0-14, across product categories, with an emphasis on licenses and brands. Each month, the service asks an open-ended, unaided question designed to provide insight into what is hot with kids today.