ENCOURAGING CREATIVITY AND INDEPENDENCE WITH FREE PLAY

For the past couple of years, we have been observing a growing desire for independence from a young age. In the UK, this trend can be seen with older teens aged 16-18 who, compared to Q1 2022, have become +35% more likely to report having made money through selling. With kids we are seeing a steep increase in the percentage of 6-9 year olds who aspire to become a YouTuber - a career which currently ranks first as an aspired path, having noted an increase in popularity of +63% across the past year.

Compared to their parents, or older siblings, Gen Z and Gen Alphas are empowered; they want to have control, create and communicate their opinions and emotions. In other words, the desire for independence has aged down, which is something that should be taken into consideration when creating products that resonate with kids.

With younger kids aged 3-5 this phenomenon is observed in how they prefer to play, with the popularity of toys that facilitate free play being on the rise. More specifically, Kids Insights UK data shows that the percentage of preschoolers who mostly play with creative toys (such as paints and sequins) has grown by +31% (ranking seventh) since Q1 2022. Similarly, outdoor toys as a prefer toy type have experienced an increase in popularity of +30% (ninth) across the same period.

Outside Edge

Compared to the top 10 most popular toy types with preschoolers, creative and outdoor toys have noted the steepest year-on-year popularity increase, suggesting that although other toy types such as construction toys (first) and soft toys (second) remain the most popular, it is becoming increasingly important for the toy manufacturing process to incorporate interaction and creation.

Besides being an opportunity to develop motor skills, for preschoolers, free play is a way to play without any parental guidance and therefore, become more independent, which according to Parents Insights UK data, is the third most important skill that parents want their preschoolers to develop through play, behind social skills (first) and creative skills (second). While brand partnerships and the use of popular characters may be the way to kids’ hearts, in order to appeal to parents, toy manufacturers should consider the indirect benefits of their products and how these are communicated through messaging campaigns.

Furthermore, Kids Insights data suggest that free play may contribute to improved mental health. Specifically, preschoolers who prefer to play either outdoors, or with creative toys, are +13% more likely than average to say they never, or rarely feel anxious, +21% more likely to always feel fit and healthy and +10% more likely to always be happy.

With nationwide lockdowns being a thing of the past, families’ faith in outdoor spaces has fully recovered. According to Parents Insights, being active outdoors is a favourite activity with 1 in 4 families with preschoolers. Being creative is a favourite hobby with 1 in 5 (19%) of these families. Could outdoor play be a compelling area within the toy space to promote healthy habits and mental health but also, promote family bonding time?

The Insight Family's class-of-one analysis tools enable users to not only track the course of IP, brands and trends but also assess market share, profile audiences and identify lucrative partnerships. In its latest case study report, The Insights Family investigates the factors behind the success of PRIME Hydration Energy Drink and the potential impact of KSI's reckless behaviour. To access the case study, visit: https://go.theinsightsfamily. com/prime.