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SixthSense™

Toys and Games
£1750

Content
  • Introduction & ScopeToggle
    • Report coverage
    • Methodology
  • Report SummaryToggle
    • Responsibility for children
    • Over and under eights
    • Spending on toys and games
    • How much?
    • Buying choices
    • Spending patterns
    • Importance of toys
    • Brands and character licensing
    • Game preferences
    • Advertising and promotion
    • Online engagement
    • 2010 sales recovery
    • The future
  • The Consumer – OverviewToggle
    • Children at home
    • Buying for the under eights
    • Own children set the agenda
    • Games take over for those eight plus
    • Technological leaps
    • Women take a wider view
  • The Consumer – PurchaseToggle
    • Family differentials
    • Buying requirements
    • Players’ ages
    • Parents spend more
    • Keeping spending down
  • Buying choicesToggle
    • Spending on the under threesToggle
      • Education priorities
      • Branding for preschoolers
    • Spending on four to six year oldsToggle
      • No ties with income
      • Price takes priority in choice
    • Spending on seven to ten year oldsToggle
      • Children begin to choose
      • Media leads
    • Spending on ten to 14 year oldsToggle
      • Moving out of the market
      • More choosy children
      • Education still a priority for some
    • Spending on over 14sToggle
      • Parents still differ
      • Requests top considerations
  • The Consumer – Attitudes Toggle
    • Deciding what’s important
    • Value of play
    • Labelled for age
    • Budget constraints
    • Brand values
    • Girls versus boys toys
    • Add ons
    • Reviews
    • Licensing unnoticed
  • Attitudes to toys and gamesToggle
    • Recognition of development role
    • Electronics over imagination
    • Sophisticated children
    • Toys to replace freedom
  • Brands and character licensingToggle
    • Brand awareness
    • Added expense
    • Recent nostalgia
    • Limiting ties
    • Little confusion
  • Toy safetyToggle
    • Awareness and responsibility
    • Buyers aware
    • Attitudes towards games
    • Entertainment option
    • Overtaken by technology
    • Age differences
    • Attitudes towards advertising
    • Inciting pester power
    • Better brand options
    • Blurring the boundaries
    • Unreliable children
    • Bias towards brands
  • Attitudes towards toys and games related websitesToggle
    • Negative perceptions
    • Educational possibilities
    • Lack of awareness or trust
  • Market SizeToggle
    • Child population trends
    • Structural changes
    • Sales revival
    • 2010 improvement
    • Category performance
  • Retail decisionsToggle
    • Specialists lead
    • Online grows
    • Supermarkets target toys
    • Argos
    • Department stores aim for early sales
    • eBay offers variety
    • Other options
  • Company Profiles & BrandsToggle
    • Brand structure
    • Bandai UK Ltd
    • Character Options
    • Flair Plc
    • HTI Ltd
    • Hasbro UK
    • Hornby Plc
    • Leapfrog Ltd
    • Lego UK Ltd
    • MGA Entertainment
    • Mattel UK
    • Mega Brands UK
    • Tomy UK
    • Vivid Imaginations
  • AdvertisingToggle
    • Hasbro
    • Lego
    • MGA Entertainment
    • Mega Brands
    • Mattel
  • The FutureToggle
    • Making cutbacks?
    • Embracing technology
    • Rival developments
    • Entertainment versus promotion
    • Web invasion
    • Positive outlook
  • DownloadsToggle
    • Report PDF
    • Questionnaire
    • Datasheet
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