The Giggle Guide^® surveyed 26 mothers, living throughout the United States and Canada, about today’s children’s market and the products they purchase. The fifth question in our exclusive series asks…

What are the key features you look for when purchasing children’s toys?

Our moms let us know… just in time for holiday shopping!

The Question:

Christine from South Orange, NJ - Age 30 / Girl - 13 months

“

I like colorful toys. Things that have sounds and lights are especially loved by my daughter. She loves music, so educational toys that have a lots of song are great for her.

”

Erica from Philadelphia, PA - Age 30 / Girl - 2 years / Boy - 9 months

“

I look for toys with an educational value. I want my children to be learning while playing.

”

Chris from Brooklyn, NY - Age 49 / Girls - 3 years & 1.5 years

“

We prefer to buy toys with an educational payoff. Safety is a key concern. Quality is also important. We would prefer to buy toys made of wood instead of plastic if the option exists.

”

Shauna from Churchbridge, Saskatchewan - Age 29 / Girl - 17 months

“

We purchase toys for the uniqueness and quality. It is important that the toys have a positive influence on development.

”

Denise from Pleasanton, CA - Age 32 / Boys - 8 years, 6 years & 1 year

“

I look for toys that are NOT made in China. I look for wooden toys painted with non-toxic, water-based paints. I look for PVC, BPA, and pthlates-free products.

”

Jovie from Lancaster, CA - Age 33 / Girl - 15 months

“

Safety is the first thing we consider when purchasing toys. I want them to provide educational flare. We also look that the toy is top quality.

”

Lucy from Brooklyn, NY - Age 38 / Boy - 10 months

“

The toy should be educational. The second thing I look for is the price.

”

Natasha from Breckenridge, CO - Age 34 / Boy - 6 years / Girl - 2 years

“

I want the toy to be educational. It is a great way for children to learn. It also needs to be interesting to play with. This way it holds the children’s attention and teaches them to focus.

”

Heidi from Vallejo, CA - Age 37 / Girls - 3.5 years & 1 year

“

The first thing I look at is the educational value. I want them to be learning from their toys. It needs to be interesting and fun.

”

Heather from Farmington, CT - Age 36 / Boy - 2.5 years / Girl - 8 months

“

Very little thought goes into toy purchases for me. I end up buying something that’s interactive and usually something I see with my kids in the store that catches their attention. Whereas clothes and shoes are researched carefully in our house, toys are purchased on a whim based upon what sparks excitement from the kids (or what they love at daycare so we buy for them at home).

”

Brandi from Colorado Springs, CO - Age 36 / Boy - 6 years / Girl - 3 years

“

Safety is the most important thing I look for when purchasing my children’s toys.

”

Sherrie from Truro, Nova Scotia - Age 35 / Boys - 12 years, 10 years & 10 months

“

I want to know where the toys are made. It is the first thing I look at. The next thing is the safety of the toy.

”

Patricia from Monroe, LA - Age 45 / Boys - 6 years & 4 years / Girl - 19 months

“

Safety is the first thing I look for when buying toys. The next thing is the quality. Will the toy last for more than one child?

”

Karen from Angleton, TX - Age 47 / Girls - 11 years & 9 years / Boy - 7 years

“

We purchase the(inexpensive) junk toys that they enjoy because they get a lot of them and they (usually) break very soon. When they get expensive toys I try to help them take care of them.

”

Margaret from Great Falls, MT - Age 46 / Boy - 6 years / Girl - 4 years

“

I want value for the price. One of the biggest wastes of money is way expensive kids’ toys. You can find good toys at reasonable prices. I like to purchase toys that are made at craft fairs.

”

Angela from McLean, VA - Age 43 / Girl - 6 years

“

Almost exclusively, “does she like it?” She sees many things she “likes,” but then will discard, so we are careful about what we buy her. Winners appear to be anything to do with art, and lately she has shown an interest in electronic games such as the Nintendo DS. However, after initially playing with that she appears to have lost interest.

”

Patty from Nashua, NH - Age 42 / Girl - 2 years / Boys - newborn twins

“

Safety is one of the most important features, as well as durability and reliability. Also I make sure they are educational.

”

Maureen from Dublin, OH - Age 43 / Girl - 2 years

“

When buying toys, I look for safety, durability, educational and one that she has interest in.

”

Danielle from Lowell, MA - Age 39 / Girl - 18 months

“

I want toys to provide a learning skill not brainless play time.

”

Michelle from Fargo, ND - Age 38 / Girl - 18 months

“

Safety is the most important thing I look for with toys. I look for themed toys (my child loves Winnie the Pooh). I want the toy to have eye appeal for my child.

”

Stephanie from Culpeper, VA - Age 37 / Boy - 6 years / Girl - 2 years

“

I look for toys that are well made… I love wooden toys because they last so much longer and we avoid all the tears when a cheap plastic toy breaks after a couple of days

”

Ande from Dallas, TX - Age 26 / Girl - 4 year / Boy - 6 month

“

Safety is of the utmost importance but I also want to know that the toy will somehow further the education of my kids or help to stimulate and develop motor skills. No mindless video games here!

”

Emily from Surrey, British Columbia - Age 29 / Girl - 2 years

“

The first thing I look for is the cost. I think it is important to make sure it is age appropriate. Safety is another factor I consider.

”

Joanna from Boston, MA - Age 40 / Girl - 2 years

“

I want educational toys for my child. I consider the price ( not too high). I hate plastic toys! I try to avoid buying too many toys.

”

Heather from Sacramento, CA - Age 35 / Boys - 6 years & 18 months

“

I like natural toys. I prefer natural toys that stimulate imagination (wooden, beautiful, and not plastic with bells and whistles).

”

Katie from Big Pine, CA - Age 29 / Boys - 3 years & 8 months

“

i research my toys. I look to see If the product has a rating, I like that a lot. I just purchased a jumper for my 8- month-old and I bought it because of the review.

”

The Wrap-up

Our survey indicates that our moms want educational toys that are safe. Quality and price are important too. How about the mom that buys “junk” so the kids get “more”! The lesson for retailers this holiday season is to push the educational and safety value of your toy offerings. Remember when toys just had to be FUN?
1. Educational - 8 moms (39%)
2. Safety - 31 moms (392%)
2. Quality - 4 moms (15%)
3. Price/Value -3 moms (12%)
4. Other (junk, reviews, where made) - 3 moms (11%)

Next month, The Giggle Guide™ moms are asked, “What role does Dad play in the purchasing of children’s products for your family?”