Special dates for the Toy Industry are approaching, bringing significant opportunities to activate the sale of products that children desire to have. But have you ever wondered who plays the primary role in choosing and purchasing these toys? Data from Askids, the data and insights platform for the U18 segment, reveals important conclusions for the development of your marketing strategies.
It is undeniable that children play a crucial role in the toy purchasing decisions. Nine out of ten children, aged 4 to 17, have a significant impact on their parents' choices when it comes to acquiring toys. Today's children know what they want, and they have almost absolute influence in the buying process.
The journey begins when children gather information about the products they want to own. 81% of them acknowledge that they saw their favorite ad on an online channel (with YouTube accounting for 51%), and 65% either buy it themselves or ask their parents to purchase the advertised product.
At the moment of purchase, kids and teens have a decisive role. Their parents state that in 87% of cases, their children are involved in the final decision of whether to acquire a toy or not. This demonstrates that their desire is more than just an opinion and is highly valued by adults.
Moreover, when making the transaction, children are present 71% of the time, and in over 99% of cases, they are satisfied with the purchases, indicating that this collaboration between parents and children creates a unique and enriching shopping environment.
Although the majority of toy purchases are planned (61%), it is worth noting that the remaining 39% are spontaneous. Often, these purchases occur when the initial goal is to acquire another product, and a toy is also purchased, which demonstrates the constant influence of children on parents' decisions.
The buying dynamics vary depending on the environment, and when done online, it tends to be premeditated, while in the offline world, such as supermarkets and retail stores, spontaneous purchases become more relevant. This is especially true for children over 11 years old, who often trigger impulsive purchases while their parents do routine shopping.
Toy purchases have a strong connection to the offline world, with mothers standing out as the primary buyers. In contrast, online marketplaces lead transactions. This duality reflects the need for a versatile buying strategy in a world where children take center stage.
In conclusion, the toy buying process is an exciting exchange between parents and children, with children playing a significant role. As we approach special dates, let's remember that purchasing decisions are based on collaboration. This invites us to celebrate the joy of making our children happy with carefully selected toys.
In our Toy Session, you'll discover data and insights to turn your sales from the wishlist into reality. Visit our exclusive landing page, where you can access cases, data, and special content on how we are redefining communication strategies for the U18 segment.
Source: Askids - Brand track Toys LATAM. 3,000 cases of 3 to 14 years - 2023.
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