Traditional Toys and Games - US - April 2014


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Mintel

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Shoppers are looking beyond price and are willing to pay a slight premium in exchange for quality and a great toy-shopping experience. Toy buyers’ pre-planning stage, an essential part of shoppers’ path to purchase, is an important opportunity to actively engage children and adults. Brands and retailers could leverage children's ‘pester’ power and the recommendations of friends/family via various advertising mediums (eg TV spots, online ads, social media, etc) to generate additional buzz and influence kids’ ask factor.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Stagnant market in 2011-13 due to price competition, digital technology
Figure 1: Total US retail sales of traditional toys, 2011-13
Youth electronics, building sets, and arts and crafts high-performing sectors
Figure 2: Total US retail sales of traditional toys, by product category, 2011-13
Market factors
Primary consumers remain children; but adults aged 18-34 also a factor
Licensed toys and games a major driver
Presence of children drives toy and game sales
Hispanics and Asians critical demographics for industry growth
The consumer
Children are primary recipients; adult market cannot be neglected
Figure 3: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
Mass merchandisers most patronized channel, internet retailers carving out market share
Figure 4: Channels shopped for traditional toys and games in the last 12 months, February 2014
TV ads, friends/family, children vital purchase influencers
Figure 5: Information sources that are influential to traditional toys and games purchases, February 2014
Gift-giving for holidays/birthdays the most popular reason for toy buying
Purchases mostly planned, rather than spur-of-the-moment
The ‘pester’ power of children
Coupons/special offers not significant drivers
Figure 6: Key reasons for buying traditional toys and games in the last 12 months, February 2014
Shoppers more demanding for children toys than toys for adults
Figure 7: Criteria considered when buying toys and games, by recipient, February 2014
Moms keen bargain hunters
Figure 8: Attitudes toward price and affordability in traditional toys and games, by gender and parental status, February 2014
Dads mainly equate values with quality, premium, and licensed toys/games
Figure 9: Attitudes toward price and affordability in traditional toys and games, by generation and parental status, February 2014
Shoppers enjoy shopping for classic toys/games, also emphasizing safety information on toy packaging
Figure 10: Attitudes toward traditional toys and games, by gender and age, February 2014
The move against screen addiction
Figure 11: Parent’s attitudes toward digital technology in traditional toys and games, by age of children, February 2014
Grandparents also common purchasers of toys/games for children
Figure 12: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender and age, February 2014
Hispanics most enthusiastic toy shoppers for kids, Asians most avid buyers for adults
Figure 13: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
Differences in culture require a tailored marketing approach
Figure 14: Information platforms influencing purchase of traditional toys and games, by race/Hispanic origin, February 2014
What we think

Issues and Insights

How would digital technology transform the playing field of traditional toys and games?
Issues
Implications
What should be the core messages in marketing toys and games?
Issues
Implications
How relevant are traditional toys and games for children today?
Issues
Implications
How can retailers combat lingering price sensitivity?
Issues
Implications

Trend Application

Inspire trend: Sense of the Intense
Inspire trend: Switch Off
Mintel futures: East Meet West

Market Size

Key points
Intensified price competition and digital technology created stagnation in 2011-13
Figure 15: Total US retail sales of traditional toys, 2011-13

Market Drivers

Key points
Licensed toys and games a significant driver
Children primary consumers of toys; but 18-34s also receptive
Figure 16: Total US population, by age, 2008-18
Young families still major purchasers of toys and games
Figure 17: Households, by presence and ages of own children, 2012
Figure 18: Households with own children, by age of householder, 2012
Figure 19: Households by presence of children, 2001-11
Households with children overindex on toys and games spending
Figure 20: US households’* average annual expenditures in select entertainment categories, by presence of children in household, 2010-11
Minorities and traditional toys and games
Overview
Figure 21: Population by race and Hispanic origin, 2008-18
Hispanic and Asian children figure prominently in future sales growth
Hispanic adult population to experience fastest growth over next five years
Figure 22: Hispanic population, by age, 2008-18
Figure 23: Asian population, by age, 2008-18
Figure 24: Black population, by age, 2008-18
Median income of Asian households overindex
Figure 25: Median household income, by race and Hispanic origin of householder, 2012
Minority households more likely than White households to have kids
Figure 26: Share of households, by presence and age of children and race/Hispanic origin of householder, 2012
Figure 27: Average number of adults and children in households, by race and Hispanic origin, 2012
Decreasing household income may lead away from premium toys spending
Figure 28: Median household income in inflation-adjusted dollars, 2002-12

Segments Performance

Key points
Youth electronics, building sets, arts and crafts posted the strongest growth in 2011-13
Figure 29: Total US retail sales of traditional toys, by product category, 2011-13
Action figures
Arts and crafts
Building sets
Dolls
Games/puzzles
Infant/pre-school toys
Youth electronics
Outdoor and sports toys
Plush
Vehicles
All other toys

Leading Manufacturers

Mattel, Inc.
Hasbro, Inc.
The LEGO Group
Other players
Jakks Pacific, Inc.
LeapFrog Enterprises
Crayola LLC (formerly Binney & Smith, Inc.)
Pressman Toy Corporation
Bandai Namco Holdings, Inc
Tomy Co. Ltd
Spin Master Ltd

Retail Distribution

Mass merchandisers, toy specialty stores, online-only retailers most likely channels shopped for toys/games
Figure 30: Retailers and channels shopped for traditional toys and games in the last 12 months, February 2014
Retailer overview
Mass merchandisers, warehouse clubs, discount retailers
Walmart
Target
Other mass merchandisers, warehouse clubs, discount retailers
Toy specialty stores
Toys R Us
Disney Store
Build-A-Bear Workshop
Hallmark Gold Crown® Stores
Other toy specialty stores
Online-only retailers
Amazon
Other online-only retailers
Dollar stores
Department stores
Supermarkets

Innovations and Innovators

Integrating augmented reality in toy and game products and marketing
Putting the ascent on ‘STEAM’ disciplines
Emphasizing versatility and customization
Equating value with quality, dimension, retro

Marketing Strategies

Key points
Strategy: Showcasing real kids, real reactions, real toys
Figure 31: Toys R Us, “Surprise Trip” TV ad, October 2013
Strategy: Leveraging entertainment licenses
Figure 32: LEGO, “The LEGO Movie: Attacks on Bricksburg” TV ad, January 2014
Strategy: Inspiring a “switch off” mode
Strategy: Mashing up an ultimate superhero
Figure 33: Hasbro, “Marvel Superhero Mashers” TV ad, March 2014
Strategy: Appealing to girls with “non-traditional” toys
Figure 34: Hasbro, “NERF Rebelle Team Challenge and Toy Blaster Lineup 2013” TV ad, November 2013
Strategy: Making old characters new
Strategy: Drawing early shoppers to deep discounts
Figure 35: Toys R Us, winter holiday online promotion, September 2013
Strategy: Strengthening girls’ ‘STEAM’ interests
Figure 36: GoldieBlox, “Princess Machine” social media ad, November 2013
Figure 37: GoldieBlox, “Rocketship” TV ad, February 2014
Strategy: Underscoring “special edition” to gain collectors’ attentions
Figure 38: Kidrobot, “(PRODUCT)RED Collection” email promotion, March 2014
Strategy: Enticing pre-order toys tie-in with movie
Figure 39: Amazon, “How to Train Your Dragon 2 Hollywood Movie Money Promotion” online promotion, April 2014
Strategy: Bridging the gap between online and offline brand engagement
Figure 40: Telus, “#hometweethome” social media ad, December 2013

Purchase Recipients and Categories

Key points
Toys and games purchased in the last 12 months
Children main recipients; adult market must not be neglected
Figure 41: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
Adults aged 25-44 the primary shoppers for traditional toys and games
Figure 42: Traditional toys and games purchased in the last 12 months, by age, February 2014
Purchases made by parents intended for their children
Infants, toddlers, preschoolers, kids main recipients for most toys and games
Figure 43: Types of traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by age of children, February 2014
Parents with household income of $75K-99K keenest buyers
Figure 44: Types of traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by household income, February 2014
Moms and dads of children younger than 18 similarly likely buyers of toys and games
Figure 45: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, mothers versus fathers, February 2014
Millennial and Gen X parents more likely to buy toys and games for their children
Figure 46: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, by generation and mothers versus fathers, February 2014
More children equates to more toys
Figure 47: Types of traditional toys and games purchased by parents for their child(ren) in the last 12 months, by number of children in household, February 2014
Purchases made by adults for children (not their own)
Grandparents and Millennials most prominent toy and game gift-givers to children
Figure 48: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender and age, February 2014
Married and single parents most likely to shop for toy and game gifts
Figure 49: Types of traditional toys and games purchased by adults for children (not their own) in the last 12 months, by marital status and presence off children, February 2014
Purchases made by and for adults
Men and women aged 18-34 avid toy and game shoppers, mostly for themselves
Figure 50: Types of traditional toys and games purchased by adults for self or other adults, by recipients, February 2014
Figure 51: Types of traditional toys and games purchased by adults (for self), by gender and age, February 2014
Presence of children drives toys and games purchase for adults
Figure 52: Types of traditional toys and games purchased by adults for self or other adults, by age of children, February 2014

Channels Shopped for Traditional Toys and Games

Key points
Mass merchandisers trump toy specialty stores, online-only retailers carving out the market share
Retail channels shopped differ by age and gender
Figure 53: Retailers and channels shopped for traditional toys and games in the last 12 months, by gender and age, December 2013
Middle- and higher-income households most likely shop at toy specialty and online retailers
Figure 54: Retailers and channels shopped for traditional toys and games in the last 12 months, by household income, December 2013
Younger children likely influence parents on where to shop for toys
Figure 55: Retailers and channels shopped for traditional toys and games in the last 12 months, by age of children, December 2013
Social media likely a driver in drawing in toys and games patronage
Figure 56: Retailers and channels shopped for traditional toys and games in the last 12 months, by social media usage, December 2013

Kids, Teens, and Toys

Key points
Kids aged 6-11 and toys
Toys top spending category among kids aged 6-11
Kids’ ownership building sets ownership increasing, plush on the decline
Figure 57: Types of toys and games owned or used by kids aged 6-11, by gender and age, October 2007-December 2013
Type of toy kids own likely gender-specific, but age-neutral
Figure 58: Types of toys and games owned or used by kids aged 6-11, by gender and age, November 2012-December 2013
Moms the main purchaser of their kids’ toys; older kids increase as toy buyers
Figure 59: Purchaser of toys for kids aged 6-11, by gender and age, November 2012-December 2013
Figure 60: Purchaser of toys for kids aged 6-11, by race/Hispanic origin, November 2012-December 2013
Vast majority of kids get the toys they want most/some of the time
Figure 61: How often kids aged 6-11 get toys they want, by gender and age, November 2012-December 2013
Figure 62: How often kids aged 6-11 get toys they want, by race/Hispanic origin, November 2012-December 2013
Teens aged 12-17 and toys
Increase in teen spending on toys purchased via mail, phone, and online for 2007-13
Figure 63: Teens aged 12-17’s spending on toys and games mail, phone, and online orders in the past 12 months, October 2007-December 2013
Walmart most popular retail channel for teens’ toys shopping, particularly among boys aged 12-17
Figure 64: Retailers shopped for toys and games among teens aged 12-17, October 2007-December 2013

Reasons For Buying Toys

Key points
Holidays, birthdays most cited motives to toys and games purchases
Gift-giving dominates
Purchases tend to be planned, rather than spontaneous
‘Kids rule’
Purchase not particularly driven by coupons or special offers
Figure 65: Key reasons for buying traditional toys and games in the last 12 months, February 2014
Gift purchases skew slightly higher for children (not their own) and other adults
Figure 66: Key reasons for buying traditional toys and games in the last 12 months, by purchase recipients, February 2014
Parents’ differing incentives necessitate a tailored marketing messaging
Parents of children aged 0-5 likely buying toys as birthday gifts
Presence of infants/toddlers/preschools in a household likely drives impulse and reward purchases
Figure 67: Key reasons for buying traditional toys and games in the last 12 months, by age of children, February 2014
Millennial and Gen X moms focus on holidays, birthdays, rewards
Figure 68: Key reasons for buying traditional toys and games in the last 12 months (for an event-related gift), by generation and parental status, February 2014
Millennial dads important when marketing traditional toys and games
Figure 69: Key reasons for buying traditional toys and games in the last 12 months (for a non-event-related gift), by generation and parental status, February 2014
Holidays, birthdays key themes for older individuals; younger adults particularly driven by impulse buys
Figure 70: Key reasons for buying traditional toys and games in the last 12 months, by gender and age, February 2014

Preferred Characteristics in Toys and Games

Key points
Children’s toys more likely demand multitude characteristics
Figure 71: Criteria considered when buying toys and games, by recipient, February 2014
Preferred qualities in traditional toys and games for children
Multifunction, customizable features
Figure 72: Criteria considered when buying toys and games for children, by gender and age, February 2014
Parents living with children aged 0-5 particularly considered varied features and qualities
Figure 73: Criteria considered when buying toys and games for children, by age of children, February 2014
Millennial parents likely value qualities in toys/games that correspond to young children
Figure 74: Criteria considered when buying toys and games for children, by generation and parental status, February 2014
Figure 75: Criteria considered when buying toys and games for children, by generation and parental status, February 2014 (continued)
Preferred qualities in traditional toys and games for adults
Fun/entertaining is highest consideration for toys purchases for adults; creativity, digital technology also a factor
Figure 76: Criteria considered when buying toys and games for adults, by gender and age, February 2014
Fathers demand many qualities when buying toys for self or other adults
Figure 77: Criteria considered when buying toys and games for adults, by parental status, February 2014

Influential Sources in Toys and Games Purchases

Key points
TV ads, friends/family, children top purchasing influencers
Figure 78: Information sources that are influential to traditional toys and games purchases, February 2014
Parents receptive to most information platforms
Parents with children younger than 18 are most likely to respond to TV commercials
Non-parents likely to rely on recommendations from friends and family
Figure 79: Information sources that are influential to traditional toys and games purchases, by parental status, February 2014
Fathers, particularly Millennial dads, influenced by TV shows, in-store demos, movies, online ads, social media ads
Mothers, mainly Gen X moms, more likely to seek ideas from their child/ren
Figure 80: Information sources that are influential to traditional toys and games purchases, by generation and parental status, February 2014
Figure 81: Information sources that are influential to traditional toys and games purchases, by generation and parental status, February 2014 (continued)
Presence of children – Key purchasing influence
The power of children’s influence
Parents of children aged 0-5 particularly gain information from window shopping and in-store demos
Parents of kids aged 6-11 particularly likely to source online ads and movies
Social media advertisements as a source used among parents with children
Figure 82: Information sources that are influential to traditional toys and games purchases, by age of children, February 2014

Attitudes Toward Price and Affordability

Key points
An overview on attitudes toward price and affordability
Children key to premium and licensed toys and games buying
Figure 83: Attitudes toward price and affordability in traditional toys and games, by age of children, February 2014
Moms keen in hunting for bargain on toys and games
Figure 84: Attitudes toward price and affordability in traditional toys and games, by gender and parental status, February 2014
Dads mainly equate values with quality, premium, and licensed toys/games
Figure 85: Attitudes toward price and affordability in traditional toys and games, by generation and parental status, February 2014
Deals hunters across all income; affluent shoppers opt for quality, premium
Figure 86: Attitudes toward price and affordability in traditional toys and games, by household income, February 2014
Perceived value varied by shopping patronage
Figure 87: Attitudes toward price and affordability in traditional toys and games, by channels shopped, February 2014

Attitudes Toward Traditional Toys and Games

Key points
Attitudes toward nostalgic toys/games, safety, the role of toys and games
Consumers value safety and retro, classic toys/games
Figure 88: Attitudes toward traditional toys and games, by gender and age, February 2014
Parents eager in sharing their childhood toys and games
Figure 89: Attitudes toward traditional toys and games, by age of children, February 2014
Parents’ attitudes toward digital technology in toys and games
Movement toward ‘offline’ toys and games for children
Figure 90: Parent’s attitudes toward digital technology in traditional toys and games, by age of children, February 2014
Younger dads most likely desire traditional games could be played online
Figure 91: Parent’s attitudes toward digital technology and traditional toys and games, by recipients, February 2014
Demand for online versions of traditional games correlate with gender; age to a lesser extent
Figure 92: Parent’s attitudes toward digital technology and traditional toys and games, by gender and age, February 2014
Figure 93: Parent’s attitudes toward digital technology and traditional toys and games, by channels shopped, February 2014

Impact of Race and Hispanic Origin

Key points
Hispanics and Asians most avid toy and game buyers
Figure 94: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
Mass merchandisers, toy specialty stores most popular channels for toy shopping
Figure 95: Channels shopped for traditional toys and games in the last 12 months, by race/Hispanic origin, February 2014
Racial, ethnic distinctions necessitate tailored marketing
Figure 96: Information sources that are influential to traditional toys and games purchases, by race/Hispanic origin, February 2014
Minorities demand differing characteristics in children’s toys and games
Figure 97: Criteria considered when buying toys and games for children, February 2014
Minorities demand safety and deals, but facilitate paying extra for licensed and premium toys
Figure 98: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014

Cluster Analysis

Figure 99: Target clusters, February 2014
Adult Male-Dominated Shoppers
Demographics
Characteristics
Opportunity
Gift-Centric Toy Purchasers
Demographics
Characteristics
Opportunity
Avid Toy Buyers
Demographics
Characteristics
Opportunity
Cluster characteristics
Figure 100: Traditional toys and games clusters, February 2014
Figure 101: Traditional toys and games purchased in the last 12 months, by traditional toys and games clusters, February 2014
Figure 102: Traditional toys and games purchased for children in the last 12 months, by traditional toys and games clusters, February 2014
Figure 103: Traditional toys and games purchased for adults in the last 12 months, by traditional toys and games clusters, February 2014
Figure 104: Key reasons for buying traditional toys and games in the last 12 months, by traditional toys and games clusters, February 2014
Figure 105: Retailers and channels shopped for traditional toys and games in the last 12 months, by traditional toys and games clusters, February 2014
Figure 106: Information sources that are influential to traditional toys and games purchases, by traditional toys and games clusters, February 2014
Figure 107: Preferred characteristics in traditional toys and games for children, by traditional toys and games clusters, February 2014
Figure 108: Preferred characteristics in traditional toys and games for adults, by traditional toys and games clusters, February 2014
Figure 109: Attitudes toward traditional toys and games, by traditional toys and games clusters, February 2014
Cluster demographics
Figure 110: Key demographics, by traditional toys and games clusters, February 2014
Cluster methodology

Appendix – Other Useful Consumer Tables

Purchase recipients and categories
Any purchased toys and games
Figure 111: Traditional toys and games purchased in the last 12 months, by recipients, February 2014
Figure 112: Traditional toys and games purchased in the last 12 months, by gender, February 2014
Figure 113: Traditional toys and games purchased in the last 12 months, by age, February 2014
Figure 114: Traditional toys and games purchased in the last 12 months, by household income, February 2014
Figure 115: Traditional toys and games purchased in the last 12 months, by race/Hispanic origin, February 2014
Figure 116: Traditional toys and games purchased in the last 12 months, by generation, February 2014
Toy and game purchasing – For children (own or others)
Figure 117: Traditional toys and games purchased in the last 12 months (for children), by gender, February 2014
Figure 118: Traditional toys and games purchased in the last 12 months (for children), by age, February 2014
Figure 119: Traditional toys and games purchased in the last 12 months (for children), by household income, February 2014
Figure 120: Traditional toys and games purchased in the last 12 months (for children), by generation, February 2014
Toy and game purchasing – For adults
Figure 121: Traditional toys and games purchased in the last 12 months (for adults), by gender, February 2014
Figure 122: Traditional toys and games purchased in the last 12 months (for adults), by age, February 2014
Figure 123: Traditional toys and games purchased in the last 12 months (for adults), by household income, February 2014
Figure 124: Traditional toys and games purchased in the last 12 months (for adults), by race/Hispanic origin, February 2014
Figure 125: Traditional toys and games purchased in the last 12 months (for adults), by generation, February 2014
Toy and game purchasing – For own child/ren
Figure 126: Traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by gender, February 2014
Figure 127: Traditional toys and games purchased by parents intended for their child(ren) in the last 12 months, by age, February 2014
Toy and game purchasing – For other child/ren – Not own
Figure 128: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by gender, February 2014
Figure 129: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by age, February 2014
Figure 130: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by household income, February 2014
Figure 131: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by race/Hispanic origin, February 2014
Figure 132: Traditional toys and games purchased by adults for children (not their own) in the last 12 months, by generation, February 2014
Toy and game purchasing – For self
Figure 133: Traditional toys and games purchased by adults for themselves in the last 12 months, by gender, February 2014
Figure 134: Traditional toys and games purchased by adults for themselves in the last 12 months, by age, February 2014
Figure 135: Traditional toys and games purchased by adults for themselves in the last 12 months, by household income, February 2014
Figure 136: Traditional toys and games purchased by adults for themselves in the last 12 months, by race/Hispanic origin, February 2014
Figure 137: Traditional toys and games purchased by adults for themselves in the last 12 months, by generation, February 2014
Reasons for buying
Figure 138: Main reasons for buying traditional toys and games in the last 12 months, by gender, February 2014
Figure 139: Main reasons for buying traditional toys and games in the last 12 months, by age, February 2014
Figure 140: Main reasons for buying traditional toys and games in the last 12 months, by household income, February 2014
Figure 141: Main reasons for buying traditional toys and games in the last 12 months, by race/Hispanic origin, February 2014
Figure 142: Main reasons for buying traditional toys and games in the last 12 months, by presence and age of children, February 2014
Channels shopped for toys and games
Figure 143: Channels shopped for toys and games in the last 12 months, by gender, February 2014
Figure 144: Channels shopped for toys and games in the last 12 months, by age, February 2014
Figure 145: Channels shopped for toys and games in the last 12 months, by household income, February 2014
Figure 146: Channels shopped for toys and games in the last 12 months, by race/Hispanic origin, February 2014
Figure 147: Channels shopped for toys and games in the last 12 months, by presence and age of children, February 2014
Information sources
Figure 148: Information sources that are influential to traditional toys and games purchases, by gender, February 2014
Figure 149: Information sources that are influential to traditional toys and games purchases, by age, February 2014
Figure 150: Information sources that are influential to traditional toys and games purchases, by household income, February 2014
Figure 151: Information sources that are influential to traditional toys and games purchases, by race/Hispanic origin, February 2014
Figure 152: Information sources that are influential to traditional toys and games purchases, by presence and age of children, February 2014
Criteria considered when buying toys and games
Criteria considered when buying toys and games – Overview
Figure 153: Criteria considered when buying toys and games, by recipient, February 2014
Criteria considered when buying toys and games – For children
Figure 154: Criteria considered when buying toys and games (for children), by gender, February 2014
Figure 155: Criteria considered when buying toys and games (for children), by age, February 2014
Figure 156: Criteria considered when buying toys and games (for children), by household income, February 2014
Figure 157: Criteria considered when buying toys and games (for children), by race/Hispanic origin, February 2014
Figure 158: Criteria considered when buying toys and games (for children), by age of children, February 2014
Criteria considered when buying toys and games – For adults
Figure 159: Criteria considered when buying toys and games (for adults), by gender, February 2014
Figure 160: Criteria considered when buying toys and games (for adults), by age, February 2014
Attitudes toward traditional toys and games
Figure 161: Attitudes toward traditional toys and games, February 2014
Figure 162: Attitudes toward traditional toys and games, by age, February 2014
Figure 163: Attitudes toward traditional toys and games, by household income, February 2014
Figure 164: Attitudes toward traditional toys and games, by race/Hispanic origin, February 2014
Figure 165: Attitudes toward traditional toys and games, by presence and age of children, February 2014

Appendix – Trade Associations