Children, parents and toys: The decision-making triangle when choosing a toy.

In a constantly changing world, understanding the dynamics of toy purchases has become a crucial challenge for brands. In our Toys Shopper & Brand Tracking report, we have thoroughly explored the fascinating universe of toys in Latin America and demystified the purchasing process, shedding light on key aspects that impact the industry.

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To comprehend the decision-making in toy acquisition, we must first delve into the buying journey. We discovered that 60% of toy purchases are carefully planned, while 40% are spontaneous decisions. Furthermore, it is revealed that 27% of parents prefer to acquire toys in supermarkets, 35% in physical toy stores, and 12% opt for marketplaces.

One interesting aspect we highlight is the parents' search strategy at the point of sale. 64% search for the specific type of toy their child desires, while 36% lean towards searching for a recognized brand. Although only 21% of parents receive assistance from the seller, 87% of children exert a significant influence on the final purchasing decision.

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After the purchasing process, satisfaction is surprisingly high: 100% of children are delighted to receive the toy they desired so much! This underscores the importance of choosing the right toys and understanding the dynamics between parents and children in toy selection.

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This buying journey is not just information but a roadmap for success. It helps understand the market, inspires innovation and the development of new toys, enables effective brand positioning, optimizes sales channels, and allocates resources intelligently.

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If you are a toy brand or interested in knowing the trends in toys, our exclusive landing page offers valuable information and resources to leverage business opportunities in the exciting toy market in Latin America.

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So, are you ready to demystify the toy buying journey and take your brand to the next level?

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