BBC Radio Interview With Steve – Explaining Frozen Toy Shortage

BBC Radio Interview With Steve – Explaining Frozen Toy Shortage Kids Brand Insight CEO Steve Reece, as an acknowledged toy and kids entertainment industry expert, was recently interviewed by Stephen Nolan on BBC Radio 5 Live as part of a piece looking at the current shortage of Frozen toys and merchandise. Steve was pleased to give…

Kids Entertainment Brands & Embracing Pester Power …

Kids Entertainment Brands & Embracing Pester Power The term ‘Pester Power’ has been used for decades to describe the persistent pestering approach which children adopt when seeking to persuade their parent/s to purchase something they want for them. Anyone reading this with their own children will know the power of persistent pestering! For those without,…

Kids Brand Insight – Toy Consumer Research Bootcamp

Kids Brand Insight – Toy Consumer Research Bootcamp A special one off industry event will be held in Central London, U.K. on Wednesday July 23rd. The Toy Consumer Research Bootcamp will help people in the industry understand how they can use consumer research to test and improve their products, and to reduce the risk of…

Market Research With Children – Actionable Findings

Market Research With Children – Actionable Findings One of the major gripes we hear about market research with children from clients with less experience of consumer insight is that they were expecting the children to tell them more. Our experience suggests that often ‘less is more’ when it comes to children’s market research…in that it’s…

The Phenomenon Of Toy Stockpiling & What It Means For Toy Companies

The Phenomenon Of Toy Stockpiling & What It Means For Toy & Kids Entertainment Companies One of the largest, but largely under highlighted trends we are seeing with today’s children is toy stockpiling. In previous generations, toys were limited in quantity for the vast majority of children. Each individual toy was therefore more cherished and…

How Kids Find Freedom In A Cotton Wool Environment…

How Kids Find Freedom In A Cotton Wool Environment… One of the major changes in how children play these days versus times gone by is the level – or lack of – physical freedom. The older generation regale us with stories of how they didn’t have to lock their doors in times gone by, or…

Bridging The Gap Between Client And Consumer Research Agency

Bridging The Gap Between Client And Consumer Research Agency One of the most prominent complaints clients make regarding consumer insight agencies is that they are so far removed from the client business and the realities of the commercial world they often deliver reportage of what consumers said versus analysis of what that means from a…

The Critical Essential: Dexterity Testing Toys

The Critical Essential: Dexterity Testing Toys There are some factors in the success and longevity of toy products and brands which are so overwhelmingly fundamental, that it is pure folly to ignore them. One of these factors is matching the functionality of the toy to the dexterity capability of the target age group. This is…

The Difference Between Thinking You Know Something And Actually Knowing It

The Difference Between Thinking You Know Something And Actually Knowing It In any successful Toy company or kids entertainment business, matters relating to products, advertising and brands are discussed and debated with a great degree of vigor, opinion and counter argument. Many times we see groups of people sitting in a meeting room discussing something…

Screen Time, Backlash & Contradictory Trends

Screen Time, Backlash & Contradictory Trends Kids are spending more time on screens…fact! There has been an accompanying growth in parental screen backlash i.e. turn off that TV, tablet, phone, computer etc. and go and do something else instead. So how can we have two opposite trends at the same time? Simple…in scientific terms, sure…

Four Reasons Why Toy Companies Don’t Conduct Consumer Research

Four Reasons Why Toy Companies Don’t Conduct Consumer Research We thought it worth highlighting the common reasons why so many Toy companies don’t conduct consumer research: 1. Too many other inputs/pressures/stakeholders in process to complicate by adding another – this is one of THE most common reasons we find…especially in bigger companies. By the time…

5 Common Issues We Find When Testing Toys With Kids

5 Common Issues We Find When Testing Toys With Kids You can forget about every part of your process until you understand what the target end consumer is looking for, and what they will buy. Everything else is superfluous to this point, because if kids don’t want your products, everything else is merely part of your…