As reported by Kidscreen, a new study from the NPD Group shows that parents are spending more on creative play toys than electronic games and apps. In their “Evolution of Play 2014” report, the NPD Group reports that arts and crafts sets currently are the most purchased toys among parents of children ages two to 12. After arts and crafts, traditional games were the most popular category followed by app games and stuffed toys which tied for third place. Finally, puzzles round out the top five most purchased toy groups.
While parents are purchasing creative play toys, kids continue to ask for apps and digital games. Among kids ages two to 12, app games and electronics were the top two most-requested types of toys followed by arts and crafts sets, physical video games and building and construction sets.
The contrast in what parents are buying versus what their children are requesting can be attributed to parents’ desire to balance traditional play with technological toys.
As the licensing agent for multiple children’s properties, The Joester Loria Group analyzes consumer research to refine an overall brand’s licensing strategy. It is important to revisit program goals and consumer insights to develop the most optimal licensing program. The Joester Loria Group has successfully extended several brands into interactive and educational creative play toys. The World of Eric Carle is just one example of a brand that encourages creativity through fun and vibrant brand extensions. Partners like University Games and Kids Preferred have created entertaining creative play toys inspired by the World of Eric Carle’s brand values.