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.”

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Janine Marshall

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

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