Creative Play Ranks in a World of Apps

NPD Highlights: The Evolution of Play

Children’s arts and crafts kits or supplies, and traditional games, lead the pack among play products purchased in the past 12 months by parents with a child age 2-12, according to the Evolution of Play 2014 report from The NPD Group, Inc. Electronic app games continue to rival nearly all other play items considered, and tops the list of those requested by kids.

Top Play Products Purchased in Past 12 Months, % among parents with child age 2-12

  • Children’s Arts & Crafts supplies kits (37%)
  • Traditional Games (36%)
  • App Games (31%)
  • Stuffed Toys (31%)
  • Puzzles (29%)

Child’s Most Requested Play Products, % among parents with child age 2-12

  • App Games (27%)
  • Electronics (19%)
  • Arts & Crafts Kits or Supplies (19%)
  • Physical Video Games (19%)
  • Building Construction Sets (17%)

“There is a parental thirst for balance between traditional and technology-assisted play experiences for their children,” said Juli Lennett, president of the Toys division at The NPD Group. “Some imaginative play experiences may be nostalgic for parents, but they are not a thing of the past. Creative, hands-on, and physical play activities aren’t getting lost in the electronic mix, and should continue to be marketed with the same enthusiasm.”


Press Contact

Janine Marshall
516-625-2356
janine.marshall@npd.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050


Checkout TrackingSM provides detailed information on consumer buying behavior, based on receipts for both online and brick-and-mortar retail purchases from the same consumers over time. Checkout Tracking delivers precise category, brand, and item-level purchase detail linked to buyers and their demographics, useful for analyzing competitive market baskets and identifying purchase patterns.  Information is collected from more than 50,000 consumers from NPD’s receipt-harvesting mobile phone app and the scanning of more than 4 million in-boxes for e-receipts through Slice Intelligence.

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