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Insight of the Week: Targeting Child’s Play

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Children’s toys and games (excluding computer games and consoles) are big business in the Republic of Ireland, where 37% of adults have purchased them ‘in the last 12 months’. This compares to 35% of adults in Great Britain and 38% in Northern Ireland.

Some 13% of these consumers (170,000 adults) have spent €150 or more on such items in the last year for children aged 4-6 alone. A further 153,000 have spent this amount on 7-10 year olds

The most popular types of toys and games purchased ‘in the last 3 months’ by these purchasers are soft toys (by 29%), puzzles (23%) and building toys (21%).

You might expect the vast majority of those who buy toys and games to have children at home, but in fact the figure is a relatively modest 54%, showing the broad base of such consumers. For example, over a third of ‘Empty Nesters’ (aged 55+, married/living as couple and do not live with son/daughter) buy these products.

Those who buy children’s toys and games are 22% more likely than the average adult to say they often talk about things they have seen on posters. Indeed, they are a quarter more likely than the average adult to be amongst the heaviest fifth of consumers of outdoor media generally.

They are also over twice as likely to feel they can likely, or very likely, convince others with their views on children’s products – making them a potentially efficient conduit for amplification of toy-related campaigns – and 46% more likely to convince others with their views on household products.

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