A survey commissioned by Sylvanian Families has revealed that just a third of 25 to 30 year olds (35%) know foxes live in dens.
This compared to nearly half of 31 to 40 year olds, 61% of 41 to 50 year olds and 65% aged over 51. The survey was carried out by One Poll amongst 1,000 parents and children aged 7-11 years. The survey has so far received national coverage including The Telegraph.
The survey coincided with the launch of the Sylvanian Families Nature Trail which opened at Hatchlands Park, National Trust, Surrey. The trail encourages children to learn about the surrounding wildlife and trees, reflecting the company’s strategy to focus on the brand’s core values of nature, family and love.
Young nature-goers can spot Sylvanian characters Freya Chocolate Rabbit and Ralph Walnut Squirrel, who appear on signs along the trail, as well as wooden sculptures of Freya Chocolate Rabbit, Ralph Walnut Squirrel and Abigail Bramble Hedgehog.
Sally Carnall, marketing manager, Epoch, said: “The results reveal a worrying trend and if we conducted similar research in a future generation’s time, we might expect the nation’s knowledge of nature to dwindle further. We are thrilled to be partnering with National Trust Hatchlands Park to open this new nature trail during our 30th anniversary year. We hope fans of Sylvanian Families will love spotting their favourite characters, but more importantly we hope the trail will inspire families to explore and discover nature together.”