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www.toynews-online.biz Easter


RESEARCH DUBIT 21


With Easter on the horizon, Dubit asked kids if the time is up for chocolate and if toys are the answer to making licensed eggs stand out...


WHAT DO YOU USUALLY GET FOR EASTER? AND WHO YOU DO GET IT FROM?


100 90 80 70 60 50 40 30 20 10 0


85% 82% 72% 63% 67% 74% 77% 72% 21%


parents friends


other family no one


82% 86%


45%


45%


42%


27%


24% 13% 3%


Chocolate eggs


Other Chocolate 4% Money 3% Toys


23%


21%


18%


17% 12% 2%


DVD/ Music


19% 14% 5% 2% Clothes Books 9% 7% 1%


Board Games


20%


16% 18% 8% 2%


Video Games


12% 7% 3% Art Supplies 8% 6%3% Cosmetics


WOULD YOU PREFER AN EGG IF IT CAME WITH A SMALL TOY? 81%


61% 38% 39%


a Moshi Monsters toy over all the other brands surveyed (58 per cent). However, Lego (45 per cent) and Star Wars (26 per cent) did fare well. Any brand fearing that they would need to package an expensive toy with the egg will be glad to know a price between £5 and £10 was deemed to be suitable by 41 per cent of children, and 36 per cent thought something between £1 and £5 would suffice. Only six per cent thought a sub-£1 price tag would be right and nine per cent expected it to cost between £10 and £20 – suggesting they would expect a token toy, rather than one of a high price.


So while it would be premature for the Easter Bunny to start joining the queue at his local Job Centre Plus, there are signs that chocolate and toys could benefit from working more closely with each other. However, at the same time, we are clearly a long way off Easter becoming a chocolate-free time of celebration.


19% 39%


61%


62% Total


8-9 year olds 10-11 year olds


12-13 year olds


Yes the toy would be most important


No, I’m more interested in the egg


OF THESE TOYS/GIFTS WHICH WOULD YOU MOST LIKE TO FIND IN AN EGG?


70 60 50 40 30 20 10 0


64% 56% 53% 49% 45% 42% 31% 26% 22% 19% 11% 9% 9% 17% 13% 17% 16% 19% 16% 14%11% 16% 14% 16% 16% 12% 22% total


8-9 10-11 12-13


58%


Lego


Moshi Monsters


Star Wars


Ben 10


Match Attax


Beyblades


Cars 2


Dubit is a specialist youth research agency and digital development studio. By utilising a deep understanding of young people’s motivations and behaviours, Dubit works with brand owners worldwide to create digital experiences that children love. Phone: 0113 394 7920 Email – research@dubitlimited.com


APRIL 2012


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