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Merging online and offline worlds to their favourite YouTuber, and 37% for next year’s sequel on Disney+. It will are buying products that relate to their include souvenirs such as a wallet, a longfavourite TV shows. sleeve top and a chrome Hocus Pocus This trend goes both ways, as we can mug shaped like a cauldron. see how toys continue to explore the digital world. What this means for you… For example, one of the most popular Kids ecosystems are continuously shifting. soft toys – Squishmallows - announced that With a variety of streaming platforms and its YouTube animated series will air weekly different content featuring hundreds of new until the end of October. Our data shows characters, these IPs rapidly come into kids’ that almost one-third of three to 12-yearlives on many different levels. olds report soft toys One trend observed as their favourite during the pandemic was The main thing that kids found comfort in toy type. that can be seen MGA Entertainment, the familiarity of brands, meanwhile, released new characters, and IPs they can across the most L.O.L. Dolls along with an most engage with. popular IP in kids’ accompanying 45-minute They feel comfortable animated movie L.O.L. choosing something related ecosystems is Surprise: The Movie!, which to their favourite movie consistent is showing on Netflix. or TV show for example, engagement with Meanwhile, shopDisney which they probably has announced a special watched many times during certain characters line - Hocus Pocus the lockdowns. across multiple celebrating the classic film The main thing that and getting people excited platforms can be seen across the most popular IP in kids’ ecosystems is consistent engagement with certain characters across multiple platforms, whether that’s watching the latest TV show or their favourite YouTube channel. With this in mind, The Insights Family has just released a new IP INDEX. This tool is a holistic performance monitor, which identifies the strength and opportunities for your brand. It enables you to measure your performance against competitors and also discover up-and-coming IP/brands. To learn more about IP INDEX and to get freemium access to The Insights Family real-time data portal, visit: https://get. theinsightsfamily.com/ipindex
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s the UK has reopened, kids, parents and families are returning to high streets. Our Kids Insights data shows that the popularity of offline shopping has slightly increased by 8% among kids aged three to five in the UK since July 2021. In turn, online shopping dropped by 13% at the same time for the same consumers. Among preschoolers (aged three to five) toys are a clear motivator in determining favourite shops, with Smyths Toys Superstores (8%) being almost twice as popular as their third favourite, Tesco (5%), and Primark ranking in second place. The popularity of Smyths has increased by 60% since July 2021, showing how kids and parents are more than happy to visit their favourite stores again, just as they did before the pandemic. So what are they looking forward to finding this winter? The influence of kids’ favourite YouTubers and TV shows on their toy purchasing decisions continues to grow. In fact, 16% of children have bought or intend to - buy products that relate
The Insights Family specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 383,760 kids and 187,200 parents.
The outlook for high street shopping looks optimistic, with toys influenced by TV, YouTube and other streaming platforms, says Nick Richardson, founder and CEO of The Insights Family
