Toys and Play
It is now widely recognised that toys and play undertake an
important role in children's learning and development from an early
age. This report examines the expectations surrounding toys and the
demands made of play. It also looks at the type of toys children
play with and the behaviour related with them.
For this report, YouGov SixthSense commissioned a survey among
YouGov's online panel, drawing on a sample of 2,053 UK adults aged
16+ who have parental responsibility for at least one child under
the age of ten in their household.
The questions asked covered the following topics:
- Number of children in the home
- Gender by birth order
- Age of children in the household
- Role of toys and play
- Attitudes towards current toys
- Parental involvement with play
- Children's toy choices
- The impact of toys on behaviour
- Toys children own and play with
- Behaviour associated with various toy categories
- Desired skills arising from play
- Gender and toys
- When children stop play
- Why children stop play
- Toy buying decisions
- Toy brands and characters.
In addition, YouGov SixthSense conducted qualitative research in
the form of face-to-face interviews with selected childcare
professionals about play and toys in the context of child
To download a table of contents for this report, click here.