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Our latest research published in Toys n Playthings, explores how how to engage with a new age.

The kids’ landscape is more fragmented than ever, with technological advances meaning they are now more connected and invested in more ecosystems than any previous generation before them. This means how they consume their content, how they are influenced and what they ultimately purchase is different.

So now it is more important than ever that brands start looking for new collaborations, further innovations and content creations, to engage with the next generation. 


Our latest data on shopping (July- Sept) shows how online spending amongst 7-12s has increased 33% since the beginning of 2018.

Over the past 10 years, the high street has continued to be disrupted by digital sales, and two other emerging trends.

First is social shopping. In the past 12 months, Instagram has experienced a 27% increase in teens engaging with their favourite shops on the platform. As a result of Instagram’s new shoppable posts feature, users can seamlessly discover and shop for products.

Second, is the impact of Generation Speak. Access to smart speakers continues to grow, especially with tweens, where there has been an 86% increase over the last 15 months.  Smart speakers – and Generation Speak – have already started to disrupt the way they consume content.

And this technology could now be set to disrupt retail further, fuelling INXP (in-experience spending). According to our data, 8% of teenagers report they have shopped via a smart speaker.

In an age of convenience, technology such as Alexa could eventually shake up retail and the way future generations shop – likely in an Amazon controlled ecosystem.


Over the last 9 quarters, linear or traditional TV has dropped from a 20-percentage point lead over Netflix, to an 11-point trail. That’s a shift of more than 1 million children for Netflix and a loss of 2 million kids for linear TV.

This huge shift in behavioural viewing explains why the likes of Netflix, Amazon, Disney, Apple, HBO, WarnerMedia and NBCUniversal each investing billions of pounds into content and OTT platforms, in addition to content from local broadcasters, such as BBC and Sky.

And this is before we even consider the amount of choice children have from new media options – such as TikTok (watched by 1 in 5 tween girls), Twitch (watched by 1 in 10 tween boys) and YouTube, which is watched regularly by half of all children in the UK.

On top of this, children’s attention is also facing increasing competition from gaming media, such as Fortnite & Roblox. Children are spending an average 34 hours per month gaming.


With the diversity of kids preferences for content, their interests and the hobbies they engage in, brands have many more collaboration opportunities available to them.

Our data explores everything across kids’ attitudes, behaviours and consumption. We can see that different platforms stimulate different purchase behaviour. For example, kids that favour Netflix are most likely to buy clothes (26%) related to their favourite TV shows, compared to kids that favour YouTube and are most likely to buy toys (27%) related to their favourite TV shows.

For interests and hobbies, our research shows an even more varied split. For example, kids aged 5 to 9 who say swimming is their favourite hobby are more likely to buy dolls and construction toys, while kids who like art & crafting prefer soft toys.

When the world is changing faster than ever before, it is crucial for brands to fine-tune and tailor  their campaigns for the audience and look for wider, non-traditional collaborations with other industries.

To download a complimentary Kids Insights report (UK) click below:

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