Report: Big Changes in Toys and Games for Q2

The report from The Insights Family looks at kids’ toy preferences, expenditure, influence, leisure and lifestyles.
License Global

September 24, 2021

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The Insights Family, a research group focusing on kids, parents and family research has launched their first Toys & Games Report U.K. 

The new report, set to be released each quarter, looks at the attitudes, behaviors and consumption preferences of kids aged 3-5, 6-9 and 10-12, highlighting key changes and year-to-year trends. 

“It’s been an interesting quarter, with significant changes as the world returns to some form of normality,” says Sarah Riding, research and trends director, The Insights Family. “The Toys & Games Report shows a strong trend towards the popularity of traditional and well-known toys, as well as a growing interest in creative toys. In fact, year-on-year, brands like Barbie, Minecraft and NERF toys have all experienced +30% growth as kids’ favorite toys.” 

Brands can learn about the top licensing categories and toy-related purchases from TV, video games, film and Youtubers. The new report also includes a section on “Looking Forward” which covers “What is the next big thing?”

 and “What new toys would you like to own?” 

As we head toward the Christmas and holidays period, The Insights Family are releasing the first Toys & Games Report free of charge at

 for a limited time only.  

The Toys & Games Report Q2 2021 is based on The Insights Family unique methodology in which they speak to at least 3,313 children aged 3-12 every quarter in the U.S. The Insights Family have also released a U.S. version of the report. 


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