4 minute read
Transatlantic Toy Trends: navigating youth preferences in the UK and US markets
Transatlantic Toy Trends: navigating youth preferences in the UK and US markets
KidsKnowBest’s Sian Rider dives into some of the company’s insights from the first quarter of 2024, looking at the differences between the UK and US market report findings, starting with what 6-9-year-olds like to spend their money on.
At KidsKnowBest, we've just launched our brand-new quarterly reports, which offer an inside look into the world of kids, tweens and teens in both the UK and the US. Each report serves as a treasure trove for brands seeking to understand and connect with today's 3-18-year-olds in their respective markets. We've combined quantitative and qualitative research methods to delve into the thoughts and experiences of today's youth across 12 key market categories. Additionally, we incorporate video clips of our community sharing their perspectives on each category, as well as real-world examples, to provide a nuanced understanding of the evolving youth landscape.
Here in the UK, it seems both boys and girls love to spend on toys, collectibles and board games the most, especially girls, who lead the way with 54% of them opting to spend their money this way. Snacks closely follow as a popular choice for both genders, while video games share second place in boys’ spending preferences. New clothes take the third spot for girls.
Here in the UK, it seems both boys and girls love to spend on toys, collectibles and board games the most, especially girls, who lead the way with 54% of them opting to spend their money this way. Snacks closely follow as a popular choice for both genders, while video games share second place in boys’ spending preferences. New clothes take the third spot for girls.
Across the pond in the US, girls are on a similar page to their UK counterparts, with toys, collectibles and board games topping their spending list at 60%. But for boys aged 6-9 in the US, video games are the number one pick, just edging out toys, collectibles and board games. This shift signals heightened competition for the toy industry for this demographic.
When we start to consider their values concerning spending behaviours, an interesting pattern emerges. In the UK, kids are more inclined to pay extra for toys or collectibles that are not harmful to the environment as they reach 6-9 years old. By contrast, in the US, spending extra on toys or collectibles that are not harmful to the environment becomes less appealing at 6-9 years old. Interestingly, climate change also appears to be a more important issue in general for kids aged 3-18 in the UK, compared to those in the US. In the UK, 36% of boys claim climate change is an important issue to them, ranking it as the joint third most important issue alongside animal cruelty and behind bullying (47%) and mental health (39%). This is closely matched by girls in the UK, where 32% of them say it is important and it comes in as the fourth most important issue. In the US, however, climate change averages as the sixth most important issue. Looking more closely at differences between genders, US boys rank it fifth at 32%. US girls rank climate change even lower, as their seventh most important issue at 21%, behind bullying (55%), animal cruelty (48%), homelessness (37%), mental health (35%), the economy (29%) and gender equality (23%).
So what about play preferences by market? In the UK, toys emerge as the clear favourite for 3-5-year-olds. As for the older group, toy play narrowly surpasses video gaming, suggesting a nearly equal split. In contrast, the US mirrors a comparable trend for 3-5-year-olds, but the preference drastically shifts for 6-9-year-olds, with only 39% of them preferring to play with toys over video games. This too implies a greater need in the US for toy brands to keep kids engaged as they grow older.
Businesses need to adapt to the evolving preferences and values of today's youth, taking into account cultural differences between markets. While toys remain popular, there's a notable shift towards video gaming among 6-9-year-olds in the US, suggesting opportunities for further engagement in this market.
The growing importance of environmental consciousness in the UK presents an opportunity for brands to integrate eco-friendly practices into their toys and products. By aligning with these trends, businesses can better connect with young consumers and drive success in the market.
The above is just a small snapshot from our latest reports, but for further information on them, or assistance tailored specifically to your brand, drop us a line at: info@ kidsknowbest.co.uk.
