Study: 68% of UK kids want more digital/physical toys

Toys that offer digital and physical play experiences are good for kids' creativity and problem-solving abilities, according to new data from The LEGO Group.
November 6, 2019

Aside from the fun factor of playing with digital interactive toys, two-thirds of British kids ages seven to 10 say digital toys have enhanced their problem-solving skills, according to a new report from The LEGO Group.

The study surveyed 500 UK parents and 500 children about their experiences with both digital and traditional physical toys.

Parents agree that digital toys help sharpen kids’ ability to solve problems with nearly half (46%) saying they do. More than a third (34%) of parents also believe that digital toys help prepare their kids for the future.

In terms of having fun and digital toy preference, two in three kids (63%) were found to get more enjoyment when playing with digital toys such as Amazon Fire tablets and Vtech Kidizoom smart watches (pictured) compared to traditional toys.

However, 60% of kids say physical toys are better at sparking their imagination than digital toys, while 40% of parents feel physical toys help raise their child’s creativity level. As for the additional benefits of physical toys, two in five parents say they help kids’ manual skills and co-ordination and nearly 50% believe they boost children’s social skills.

But while 68% of kids want to see more toys blend the digital and physical world, only 25% of UK parents wish for the same. The study comes at a time when many kids tech toys are struggling at retail. Cozmo robot maker Anki shuttered in May and many voice-enabled kids products like the Alexa Kids Edition have been hit with COPPA violations of late.

Still, 13 connected toys made Amazon’s popular “2019 Holiday Toy List,” including Learning Resources’ Botley the Coding Robot Activity Set, the Fire 7 Kids Edition Tablet and the Fisher-Price Code ‘n Learn Kinderbot.

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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