This month, The Good Toy Guide’s Amanda Gummer looks at the buying habits for toys under £10, and offers advice to retailers, parents and manufacturers, before ToyNews looks at the hottest pocket money products and playground crazes over the page
CHILDREN can learn a lot from managing their own money, but it’s easy to get carried away, so most families start with a modest amount of pocket money that children can spend on what they choose. It’s beneficial for children to be able to earn extra money by doing jobs, and this can be from as young as five or six years old. Encouraging kids to earn their money promotes a sound work ethic and appreciation of their toys, which doesn’t come if they are continually given things by adults.
When kids have their own
money, they have more control over what they spend it on. They may decide to save up for a special toy or get more instant gratification from cheaper toys. Children often enjoy buying individual pieces of collectible sets and building the collections over time. But low price doesn’t necessarily mean low play value; there are plenty of good toys that are priced under £10. The important factors influencing purchasing decisions (such as value for
EXAMPLE REVIEW: PLAY-DOH
Fun Rating: Educational Rating: Promotes muscle development and control – hands and fingers
Develops creativity and imagination Promotes perseverance and concentration Encourages social skills including sharing, cooperation and communication when played with others
It’s a good tip for retailers to have the pocket
money toys on
lower shelves, so that they catch the eye of the children likely to be buying them.
money and individual interests) don’t alter when products are cheaper, but the decision maker is more likely to be the child than the adult. Marketing campaigns should take this into account, because when parents’ funds are tighter, kids get much more savvy with their own cash, too. It’s also a good tip for
retailers to have the pocket money toys on lower shelves, so that they catch the eye of the children likely to be buying them. Pocket money toys are
aptly named for school age children, but pre-schoolers also get bought low cost products. We’ve found that many parents see £10 as a
psychological cut off for spontaneous purchases and consumable, single-use products, as well as travel toys (these are seen as more disposable than toys kept at home). Toys under £10 also
make popular birthday presents for children to bring to parties they’re invited to. It is increasingly common for children between two and seven years of age to go to lots of classmates’ parties, and the gifts can be expensive. By understanding the audience for each particular pocket money toy, manufacturers can ensure it meets their needs and doesn’t compromise on play value.
For the latest pocket money and playground craze products, read our sector guide over the page.
TOP PICKS: POCKET MONEY TOYS The Good Toy Guide evaluates a wide range of toys across a variety of categories. Here’s a selection of toys under £10 reviewed at www.goodtoyguide.com:
Play-Doh (pictured, left) Original Slinky (pictured, right) Bionic Putty Soft Tennis Balls Catcherball Olympic Legends Playing Cards Hello Kitty Space Hopper Schleich Dinosaurs My World Puzzles Kloo Animal Reader Cards Hide ‘n’ Squeak Eggs Blue Nose Friends (pictured, right)