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RESEARCH DUBIT 15 Christmas lists MOST WANTED GIFTS, SPLIT BY GENDER AND AGE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Demographic Boys Girls
Boys Girls Seven to Eight Boys Seven to Eight Girls Nine to Ten Boys Nine to Ten Girls 11-12 Boys 11-12 Girls
Toys
Toys 46% 32%
Seven to Eight Boys 71% Seven to Eight Girls 55% 49% 27%
Nine to Ten Boys Nine to Ten Girls
Eleven to Twelve Boys 19% Eleven to Twelve Girls 15%
at 96), construction blocks (88) and puzzles (83).
Despite the prominence of video games in older childrens’ play time, board games were also popular for kids aged nine to ten and 11-12. The same is true for puzzles such as jigsaws and Rubik’s Cubes. Action figures and dolls – although they were the first choice on 37 Christmas lists – only made the top three of 78 lists, with just 14 boys putting them near the top, compared to 64 girls.
BRANDS Finally, the children were asked to pick three items for their list from any sector and then three toys. The word ‘games’ is a clear winner (helped by being included in references to video games, board games, etc) with technology brands also having a prominence. The traditional toy brand with the biggest impact was Lego, helped by its move
Electronic Devices Video Games Bike/scoooter/skateboard
Electronic devices Video games 60% 58% 60% 58% 59% 61% 60% 55%
70% 36% 69% 38% 77% 35% 64% 35%
into video games and partnering with properties like Star Wars. Other brands that registered included Hello Kitty, Barbie and Harry Potter. This open question also showed the importance of Nintendo to the younger children, with the Wii and DS brands both popular, while Xbox (and to a lesser extent PlayStation) came through from the older children, as did mobile phones. The research shows that although there is still a market for traditional toys, board games and puzzles this Christmas, there is no escaping children’s interest in video games and electronic items, especially as they get older. Lego is a brand that should be commended as its move into video games has seen it keep children engaged outside of the traditional building blocks. How much of this success comes from the Lego brand vs the IPs it has partnered with, is another question.
This month, Dubit asked the kids themselves what is on their Christmas lists…
Phone
Bike/scooter/skateboard Phone 42% 21% 42% 33% 50% 21% 34% 11%
26% 37% 18% 21% 15% 39% 46% 53%
Money
Money 48% 41% 48% 27% 40% 54% 55% 41%
Clothes
Clothes 19% 38% 5%
25% 29% 32% 24% 59%
Dubit is a specialist youth research and marketing agency that helps brands to understand young people’s motivations and behaviours. Phone: 0113 394 7920 Email –
research@dubitlimited.com
NOVEMBER 2011
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