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Market Research


Kids Still Spend More with Traditional Toys than with Gadgets

Although video games and tablets top wish lists for Christmas


Despite digital gadgets becoming an everyday essential for young and old, the younger generation still yearn for traditional toys; with more kids spending over five hours a week playing with classic toys (63%) compared to PC and console gaming (54%), according to a survey by UK retailer Argos.

The 1000 7 to 11 year olds said traditional toys like arts and crafts (40%), board games (40%), bricks and construction toys (35%), and sports equipment (33%) still appear high on Christmas lists. However, computer games (69%) and tablets and computers (50%) top kids’ wish lists this Christmas. Also, 36% of kids claim they will play with tech and traditional toys in equal measure during the next holiday season.

In any case, manufacturers and retailers must keep in mind that traditional toys are increasingly including technological add-ons, combining both aspects of play. Linzi Walker, Chief Toy Buyer at Argos, said: “Toy trends develop and change every year, and although tech is now given a heavy focus, categories such as arts and crafts are a phenomenal trend this year. In many cases the more innovative and technologically advanced toys like Cayla are built upon the simple classics such as the toy doll.”

Argos Top Toys Prediction for 2014:
My Friend Cayla                         
Transformers Stomp & Chomp Grimlock
Xeno (various colours)
Teksta Dinosaur
Disney Princess Snow Glow Elsa         
Lego City Arctic Base Camp
Nerf Demolisher
My Monopoly                             
Little Live Pets Birds Asstd           
Cra-Z-Loom Bracelet Maker              
VTech Kiddizoom Watch
Leapfrog Leap Band Green
Nerf Rebelle Agent Bow                

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