Toys, Kids, and Change: Insights Brands Can’t Afford to Miss
As the lines between physical and digital play continue to blur, "Going Global, Staying Local", a recent report by The Insights Family, offers a fresh perspective on how children's preferences are shifting worldwide. With over 22,000 surveys conducted annually across 22 countries, the study is valuable for brands seeking to understand and engage today's young audiences. In this evolving landscape, solutions like COMBO! Kids provide a strategic edge—enabling brands to appear natively and respectfully on kids' favourite games, enhancing play without disrupting it.
A Market Powered by Franchises
The global toy market remains remarkably resilient, with steady growth primarily driven by the power of licensed properties. According to the "Going Global, Staying Local" report, licensed toys account for 34% of global toy sales. This confirms the dominance of franchises such as Pokémon, LEGO, Barbie, and Minecraft, which consistently top the rankings among children aged 3 to 12 across multiple regions.
Evolving Play Patterns
The report shows how kids' preferences shift quickly with age. Younger children tend to prioritise physical play and hands-on experiences, while older kids increasingly seek digital content, interactive formats, and worlds that offer personalisation and community connection. As a result, categories such as building sets and explorative toys are seeing the fastest year-on-year growth.
What Drives Kids' Choices
Toy preferences among kids aged 6 to 12 go far beyond simple entertainment. A product becomes more appealing when it makes them feel special, can be customised to reflect their identity, or helps them learn something new. Children increasingly value eco-friendly credentials and experiences that foster a sense of community. These insights point to a shift toward more emotional and purposeful consumption, even among young audiences.
What Parents Are Looking For
Parents, meanwhile, have clear expectations. They want toys that balance educational value, fun, quality, and cognitive development, without compromising safety or affordability. For brands, this presents a dual challenge: to create products that delight children and reassure parents.
Trusted Channels for Toy Advertising
Regarding communication, the study confirms that TV and digital platforms such as YouTube, TikTok, Instagram, and Facebook remain among the most trusted channels for parents. Influencer recommendations, parenting forums, and even in-app advertising are gaining traction as influential touchpoints. After seeing a toy ad, kids are more likely to remember the brand, search for more information, show increased interest, and—crucially—ask their parents for the product.
A Strategic Opportunity for Brands
These insights reinforce the need for marketing strategies that embed kids' favourite IPs into relevant, respectful, and non-intrusive environments. In-game advertising emerges as a powerful tool: native by design, seamlessly integrated into gameplay, and deeply connected to the virtual worlds kids already love. Understanding these new dynamics for toy brands is essential to generating real impact, building emotional affinity, and staying part of the next generation's imagination.
