19 November 2014 ~ Comments Off on New Research Study – Kids, Parents, Toys & Gender…

New Research Study – Kids, Parents, Toys & Gender…

 New Research Study – Kids, Parents, Toys & Gender…

In the last few years we’ve seen an upsurge in negative PR/social media regarding the gender stereotyping seemingly inherent in the toy industry.

Having conducted hundreds and hundreds of research discussion groups with children and parents over the last 16 years, our suspicion/belief was that actually while there may be a minority of people who strongly object to gender stereotyping/labelling in toys, that actually the majority of kids and parents are not offended and in fact many positively embrace gender stereotyping.

But we wanted to do a study to check whether social change had swept across the majority of consumers (at least in the UK where we conducted this project). Therefore we conducted a self funded study of significant scope to test and either validate or disprove our preconceptions based on past research studies.

You can read the research report below.


In a sense this study marks a departure from our normal work. More commonly we test products/content/concepts for toy companies, game companies and kids entertainment content companies (especially animated kids TV audience testing).
If you’d like to find out more about our testing services, please feel free to drop us a line via the ‘Contact Us’ page. If you’d like to consider conducting research but find it is usually too expensive for your budgets, you could consider KIDSPLAYTEST™, where we test multiple concepts in one session to reduce the costs for each participating client, more details can be found here: http://www.kidsbrandinsight.com/kidsplaytest/
Finally, if you’d like to be notified of the publication of future articles and research reports from the world of kids toys, games, brands and kids TV please feel free to fill in your details in the form on the right hand side of this page.