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NPD: Traditional toys still a big part of kids play time

According to a new report by market research firm The NPD Group, parents are craving balance between virtual play and traditional play.
July 2, 2013

According to a new report by market research firm The NPD Group that examines the impact of digital devices on children’s play time with traditional toys, parents are craving balance between virtual play and traditional play.

The report, entitled The Evolution of Play, found that 51% of parents felt electronic devices had no impact at all on their child’s play time, while 40% felt their child was spending less time with traditional toys.

Looking at age, as kids get older and more social they become more adept with digital apps and tablets, thus decreasing time spent with traditional toys, whereas younger children who use technology are still more likely to request traditional toys.

In terms of purchasing habits, 54% of parents who said they spent less money on any type of play item for their kids over the past year mentioned the economy and less disposable income, while only 24% noted a shift to technology spend.

In fact, big spenders on tech products (US$200 or more per year) are more likely to buy traditional toys from most categories and spend more on them. Almost 40% are more likely to purchase action figures spending 60% more per capita.

Honing in on the bigger picture, the report concluded that parents want balance between the digital device and traditional toy worlds. They praised digital devices that offer educational potential to boost their children’s learning skills, but are still weary that too much tech and over-connectedness could make their kids lazy and lead to unhealthy lifestyles. They still admire the unique physical aspect of traditional toys.

Photo © toritoons

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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