Source: The Insights Family/The Toy Book

Provided by THE INSIGHTS FAMILY

Gone are the days when learning was stereotyped as repetitive and boring.

With a new cultural push towards creative and expressive learning and the rise of digital technology, schools and tuition-based institutions are now places where kids enjoy spending time. Toys rooted in science, technology, engineering, and math (STEM), online courses, creative craft kits, educational puzzles, and an ever-growing assortment of edutainment products are blurring the line between school and play. Moving forward, the role of play in education is likely to grow, as both kids and parents look for the toys and games they use and purchase to be both enjoyable and informative.

According to the last six months of data in Kids Insights, more than 2 out of 3 U.S. kids ages 6-12 agree that it is important for the products they buy to improve their knowledge and skillset. STEM toys are a clear example of how toys can combine the value of entertainment and education. With STEM subjects currently ranking as 4 of the top 10 favorite subjects among kids ages 6-12, toys that kids can use to explore STEM concepts have taken off. Toy manufacturers such as Mattel have produced a number of products linked to the solar system, electronics, and magnets. Similarly, the consistent popularity of LEGO — the No. 1 toy among U.S. kids ages 3-9 — attests to their interest in building figures and structures from scratch and experimenting with construction. 

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As the next generation of digital natives, video games offer an obvious platform for technological learning outside of school. Computing currently ranks as the No. 4 favorite subject amongst U.S. kids ages 6-12, increasing in popularity by 19% over the last year. The subject jumps to No. 1 among kids who play video games, showing how the hobby enhances interest in coding and computer programming. 97% of U.S. kids ages 6-12 agree that they like learning new things. On platforms such as Roblox and Fortnite which encourage personalization and free-play, kids can develop their digital skills while expressing themselves and playing with friends.

Not only is play enhancing education but kids are also engaging in learning opportunities on their entertainment platforms. In late 2021, Minecraft, the third most popular game with U.S. teens, launched a new game in collaboration with Cambridge University that helps children to learn English in an interactive and immersive way. Similarly, Roblox features minigames based on numbers that kids are completing out of choice. For younger kids, the launch of Numberblocks on Netflix signaled the popularity of educational TV shows. Many schools already encourage kids to use these mediums as part of their homework, hinting at the potential for further collaboration between the education system and the toy industry.

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Beyond the interests of the kids themselves, education is also at the heart of parental concern. 76% of U.S. parents report taking part in homework or learning activities as a family at least once a week — particularly in homes with kids ages 3-12. This has increased by 15% since the start of the COVID-19 pandemic in 2020, suggesting that since lockdown restrictions unsettled school routines, parents are taking a more active role in their kids’ education. Additionally, 58% of U.S. parents surveyed in the last 6 months are concerned that the school curriculum is not right for their child, suggesting that they are open to the idea of different mediums including toys and video games to assist their kid’s development.

Parents are aware of the influential power of play in their child’s development, with 2 out of 3 parents in the U.S. agreeing that kids can learn through play. Creative skills are currently the No. 1 benefit that U.S. parents look for their kids to gain through play, closely followed by social skills. Additionally, 85% of all U.S. parents surveyed agree that it is important for learning to be fun and this has increased by 11% over the past 6 months. As a result, more families in the U.S. are looking for TV shows, toys, puzzles, and video games that entertain and educate.

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Another factor driving purchase decisions is the need for toys and games to possess dual value, especially during a time of financial uncertainty. Products that offer entertainment and educational value promise two aspects of development for parents who are looking to get the most from their money. When purchasing toys, 13% of parents in the U.S. place equal value on fun and education when choosing products for their kids. Currently, parents between the ages of 18-35 rank as the biggest spenders on toys and games, with a monthly expenditure of $85.19 on these products, adding up to an average yearly spend of $1,022.28. By fulfilling the edutainment purpose, brands can increase the overall sales potential of their products in such a saturated market. 

* All statistics are taken from the last six months of data in the Kids Insights and Parents Insights  portal (August 2021 – February 2022)


The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behavior, and consumption patterns.

Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.

The Insights Family produced an exclusive “The Year of STEM” Report for London Toy Fair, the UK’s largest dedicated toy, games and hobby trade show in January 2022. Sign up to receive your free copy here: https://try.theinsightsfamily.com/toybook/

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The Insights Family

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