4th Sep 2006 09:10
Character Group PLC04 September 2006 UK KIDS ARE THE MOST TECHNOLOGICALLY SAVVY KIDS IN EUROPE The results of Duracell's annual European Toy Survey(1), the only one of itskind to ask children rather than adults about their favourite toys and playinghabits, reveals that UK kids are the most technologically savvy kids in Europe. The survey also reveals that UK children are enthused by high-tech toys thatencourage pretend play and feed their imagination, despite the opinions ofvarious child development experts, who believe today's children are overwhelmedwith homework, exams and after school activities. The overall winning toy was the Robosapien V2, a super-intelligent robot whichis the closest thing to a real life companion and responds accordingly to justabout anything you do. The list also includes futuristic toy weapons, miniatureracing cars and make-believe sports games, clearly demonstrating the importanceof imagination in child development. A Child Psychologist's ViewDuracell spokesperson and Child Psychologist Richard Woolfson, says, "TheDuracell European Toy Survey reveals that children are highly influenced by whatthey see, hear and read. The high-tech nature of their toy choices reflects this- our children are smart. Technology is a part of their world at home and atschool, and they expect it to be a part of their play too." He added, "New technology makes toys highly attractive to youngsters who areraised in a sophisticated world of high expectations. This is why the RobosapienV2 was crowned the winning toy in the UK. By interacting with such toys,children have a chance to gain a degree of control in play that they wouldn'tnecessarily have in the real world and it also gives them an opportunity toaccess the adult world through imaginative play." The Top 10 Winning Toys1. Robosapien V2 (Character Options)2. 1/5 Big Race Ducati Desmosedici (Nikko)3. Star Wars Electronic Lightsaber (Hasbro)4. Girl Crush Streak & Style (Spin Master)5. Ferrari 1/12e RC (Smoby)6. FurReal Friends Cuddle Chimp (Hasbro)7. Pixel Chix House Assortment (Mattel)8. Sport Football Set (Lego)9. Cella Sticker Machine (Tomy)10. Moon Shoes (Vivid Imaginations) The results also reveal that television remains the number one source forchildren in the UK to find out about new toys; however the internet is gainingpopularity. The UK is now leading the way in Europe in terms of consulting theweb for information on toys, increasing from 9% to 13% over the last year andindicating that kids in the UK are becoming increasingly up to speed withtechnology, now reflected in toy choices. Richard Woolfson explains, "As modern society evolves, so do children's playinghabits and the toys they're given. The simplicity and innocence of old fashionedtoys such as skipping ropes and footballs are fast being replaced by moretechnologically advanced counterparts, which suitably prepare them for ourhigh-paced society." -Ends- For more information please contact Leah Randle, 360 Communications Ltd T: 020 7439 6360 E: [email protected] Notes to EditorsMore 2006 results • The gender divide is also evident and stronger than ever. While boys are attracted to racing cars and sci-fi fighting toys, the girls prefer sticker machines and hair colouring kits. Richard Woolfson comments, "We may have made huge advances in women's rights, but the truth is girls still prefer to play with their physical appearance than to get actively involved in adventurous play, which is likely to stem from social and media pressure to look a certain way and define self-worth." • The survey revealed 57% of UK children spend their pocket money on toys, the highest in Europe and slightly more driven by girls. UK girls spend most of their money on clothes/fashion accessories, whilst the boys are opting for video games and sports equipment. • Duracell's European Toy Survey also revealed that the majority of kids in the UK (57%) receive pocket money which is far above the European average (44%). And while the majority of children in Europe save all of part of their pocket money, only 37% of kids in the UK manage to do so. About the Duracell Toy Survey Now in its seventh year, the Duracell European Toy Survey 2006 is theonly Pan-European Toy Survey that asks the users of toys - children - tonominate their favourites from toys available in store for Christmas 2006 The toys submitted must be available for sale in the Christmas periodin all European countries in which they are tested. The survey includes bothbattery powered and non-battery powered toys Testing is carried out among groups of children across eleven majorEuropean countries - UK, Belgium, France, Italy, Germany, Hungary, Netherlands,Poland, Portugal, Spain and Sweden. The groups are made up of 5-10 year olds,with an even division of numbers across the ages and by gender Children are also questioned about how they spend their leisure time,how many toys they usually receive as gifts and how they find out about newtoys. At the same time, parents of the children are also questioned about theirpurchasing of toys Once again this year NPD Euro Toys was appointed to run the DuracellEuropean Toy Survey research. NPD has over ten year's experience in the toyindustry and is highly respected across the industry. Their knowledge andexpertise brings added value to the insights and findings of the Duracell survey (1) 1100 children across 11 European countries took part, including 100 5-10year olds in the UK This information is provided by RNS The company news service from the London Stock ExchangeRelated Shares:
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