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Our latest research presented in October issue of Toys n Playthings magazine, shows how Monopoly continues to choose strong brand partnerships.

We recently issued our latest set of quarterly reports, detailing our findings over the previous 12 weeks, to provide clients with an unrivalled ability to understand the attitudes, behaviours and consumption of this generation of kids, tweens and teens. Our Leisure Measure report focuses on the offline lives of kids, from how they spend their time, to what they enjoy doing and what they are currently consuming.

Between April and June 2019 monopoly was the most played board game of teenage girls in the UK. Invented in the USA in 1934, children like the game as it is a luck-based, so anyone has a chance to win. As it is also a great educational platform, allowing children to develop money handling skills, logical thinking, and attentiveness, it has also been a long-standing family favourite.

Graph. 1 Favourite Board Game (Q2, 13-18s)

Increasingly we are seeing how licensed properties not only keep Monopoly relevant amongst today’s kids, but seemingly bring even more popularity to this classic game. For example, makers Hasbro recently partnered with Netflix show Stranger Things, to create a limited-edition version of the game. TV shows exerted further influence on board-game playing this time period, in that nearly a quarter of kids under-12 reported playing Game of Thrones-related board games. 

Being ahead of the curve in terms of technology as well, Hasbro’s Monopoly Voice Banking is the first edition of the game to use voice activation features. The game comes with a small electronic voice banker, which tracks players’ transactions within the game. This is what we call “flash” trend reaction. Our latest data shows that year-on-year, the number of children who prefer to control their devices by voice has increased by 63%. Generation speak is on the rise as more and more kids prefer to control technology with their voice. 

In 2018, we identified the ‘generation speak’ trend and have since tracked the impact of voice technology on the kids’ ecosystem. 

Another brand embracing this trend is Pokémon Trainer Guess, which was played by 22% of boys 3-12 this quarter. A game for Pokémon trivia experts, the included Poké Ball is equipped with voice recognition technology to help players identify the hundreds of Pokémon available to collect. Overall, 10.4% of kids own their own smart speaker – rising to 16.5% amongst younger teens aged 13-15, the most popular segment. Over three-quarters, (77.7%) of the smart speakers owned are Amazon-branded, either the Echo or the Echo Dot. A further 2.8 million (representative, equivalent to 23.9%) kids in the UK have access to a smart speaker in their home. 

Our research and strategy team work with clients from a variety of industries, using data from surveying 21,300 kids across the UK each year. The breadth and depth of information collected allow us to predict more major trends set to occur, particularly as more brands jump on board with new technology. We provide intelligent insights to help clients develop their advertising and media strategies, from identifying the right media to inspiring their creative execution.

To download a complimentary Kids Insights report click below:


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