Research: Moms More Likely to Choose Toys Linked with Developmental Benefits & The Genius of Play

16 January 2018

New research commissioned by The Genius of Play, The Toy Association’s initiative to raise awareness about play’s critical role in child development, finds that moms of young children are more likely to choose toys for their kids that incorporate developmental messaging than toys that do not. In light of these findings, toy companies are encouraged to use free resources available through The Genius of Play assets page in their communications with consumers, including play facts, research, and social media assets. 

According to the survey conducted by ConsumerQuest, not surprisingly the name, look, and key features of a toy play the leading role in mom’s choice. However, applying The Genius of Play’s logo and commentary, “Through play, kids learn valuable developmental skills that they will use throughout their life. That’s The Genius of Play!,” added more than a 10 percent gain to the toy’s likelihood of being selected by mothers.

The research confirms that mothers seek out playthings that nurture specific developmental skills. Participants named skills including: enhance creativity, develop active imaginations, teach kids to think outside the box, foster strategic thinking, and sharpen communication skills as their top five attributes when choosing a product.

“The research validates that The Genius of Play is resonating with parents and caregivers,” says Ken Seiter, The Toy Association’s executive vice president of marketing communications. “We are pleased to see that moms are more likely to gravitate to playthings for their children that include developmental concepts suggesting that our message is a highly effective marketing tool.”

ConsumerQuest surveyed 450 moms with children ages three to eight between October 16 and 24, 2017. Survey participants were asked about the appeal of a mock-up electronic toy puppy. Some product descriptions included The Genius of Play logo and main message while others only provided standard product features.
Visit TheGeniusofPlay.org/assets to download ready-to-use images, videos, infographics, and other assets for use on social media and in other communications.

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