Exclusive: SuperAwesome examines the toy purchasing funnel

Published on: 18th January 2024

SuperAwesome has delved into the connection of kid’s requests in relation to parental purchasing decisions.

SuperAwesome states that the kids’ media landscape has undergone remarkable transformation in recent years, and this evolution shows no signs of slowing down. Amidst these shifts, the foundation of toy advertising remains rooted in the idea of visibility – ensuring your products are seen enough by your target audience to secure a spot on the coveted wishlist. This traditional approach often leans on the notion of ‘pester power,’ a term that now feels somewhat antiquated and belittles the often complex negotiation that goes on between parent and child.

Moreover, it’s essential to note that encouraging children to pester their parents to buy them something is prohibited under UK kids’ advertising regulations, underlining the importance of working  with specialist partners who understand the complexities of responsible marketing to children. Ultimately, success for toy brands lies in ensuring child appropriateness whilst harnessing the persuasive dynamics and collaborative decision-making processes between parent and child.

Strategic toy marketers aim for efficient, omnichannel reach and frequency to generate excitement among younger audiences and their parents. However, a fundamental aspect often overlooked is the pivotal role childrens’ requests for a toy play in influencing parental consideration and motivation for purchase.

In our quest to unravel the subtle nuances of the toy purchasing funnel, SuperAwesome has launched the proprietary Family Democracy Tracker. This builds on our previous research and allows us to gauge the role of children in household purchase decisions, monitoring shifts over time to discern how and why these behaviours fluctuate.

To discover more and see that results of SuperAwesome’s research, click here to view the full article, which appeared in the January edition of Toy World.


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