Tell children to play with toys and they will grab their tablets first, thanks to the continued blending of traditional and digital toys. This week, a new study we conducted, and released at the Digital Kids Conference (at Toy Fair), reveals what moms are willing to spend, and how and why they buy.
Parents are willing to spend big money for smart connected toys.
Today’s moms, particularly millennials, were raised with technology that has had a tremendous impact on toy-buying decisions for their children. When they decide to buy, these tech-savvy moms do their research. They rely heavily on “word of mom,” online reviews, and of course, what the connected toy offers in education and entertainment value.”
Aside from a simple ask (which drives 53% of parents to purchase), parents are overwhelmingly swayed by the promise of learning.
As traditional toys take on a new life, offering a level of connectivity and interactivity like never before seen, parents are eager to purchase, but not without doing their homework first. Before they buy, 66% of parents research, read reviews and talk to other parents for connected toy recommendations.
Toy brands and designers will do well to take note of these numbers, answering the demand for educational and creative toys, apps and games that please parents while keeping kids entertained. What do you see in the smart connected toy market? Leave a comment and/or tweet me @momtalkradio to continue the conversation.