KidsKnowBest’s Sian Rider dives into some of the company’s insights from the first quarter of 2024.

Sian looks at the differences between the company’s UK and US market report findings, starting with what 6-9-year-olds like to spend their money on:

“At KidsKnowBest, we’ve just launched our brand-new quarterly reports, which offer an inside look into the world of kids, tweens and teens in both the UK and the US. Each report serves as a treasure trove for brands seeking to understand and connect with today’s 3-18-year-olds in their respective markets. We’ve combined quantitative and qualitative research methods to delve into the thoughts and experiences of today’s youth across 12 key market categories. Additionally, we incorporate video clips of our community sharing their perspectives on each category, as well as real-world examples, to provide a nuanced understanding of the evolving youth landscape.”

The research reveals what boys and girls love to spend on the most, and at what ages the toy industry must take note of heightened competition for particular demographics.

“Businesses need to adapt to the evolving preferences and values of today’s youth, taking into account cultural differences between markets,” continues Sian. “While toys remain popular, there’s a notable shift towards video gaming among 6-9-year-olds in the US, suggesting opportunities for further engagement in this market.”

Sian goes on to talk about patterns of spending behaviour and further contrasts between UK and US kids. To read the full report, which appeared in the May edition of Toy World, click here.