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89% of Mothers Polled Don't Think Toys Influence a Child's Future Sexual Preference
89% of Mothers Polled Don't Think Toys Influence a Child's Future Sexual Preference; Yet 20% Say Their Spouse Don't Want Their Sons to Play with Dolls, study by USA Toy Experts show.
By: G. S. Schwartz & Co.
Traditionally identified gender colors also doesn’t seem to play into the children’s toy decisions—55 percent of parents did not believe their daughters preferred to play with pink, and 77 percent didn’t believe their sons preferred to play with blue.
A surprising number of boys play with traditionally identified “girl toys,” – 15 percent reported their sons play with dolls, 20 percent play dress up and 41 percent reported their sons play with kitchen sets. Additionally, parents reported that their daughters played less with construction kits, action figures, trucks and science kits than they themselves did as children.
“In the survey, dolls and dress-up are negatively perceived for boys despite a lack of concern regarding their impact on sexual preference,”
The study also looked at parents beliefs of how toys correlate with academic and career success. Almost all parents, 97 percent, agreed that playing with math and science toys can improve a child’s educational success. Yet, 62 percent of parents felt that the toys their children play with did not influence their career paths. More so, 78 percent did not feel that toys influence their child’s earning potential.
Strong Feelings Regarding Toy Guns
Survey respondents displayed strong feelings regarding toy guns and play. While 60 percent of parents were inclined to allow their children to play with whichever toy they requested,
• Nearly a quarter of parents (26%) said they would restrict their sons from playing with a gun, and 37 percent would keep their daughters from playing with a toy gun.
• Like most discussions of adult politics, allowance of gun play didn’t cross the street for birthday parties: 68 percent of the respondents would not consider giving a toy gun to someone else’s daughter as a gift, and nearly half (47%) would not consider giving it to someone else’s son as a gift.
“The survey also found that advertising and in-store promotion are far less significant in purchase choices,” said Gottlieb. “A child’s wish, another parent’s recommendation and blog recommendations were perceived as most important—manufacturers and retailers may also want to rethink how and where they budget dollars.”
The survey was completed by 1,541 parents and caretakers in 48 states, 98 percent of the respondents were female and 92 percent were between the ages of 26 and 55. USA Toy Experts partnered with One2One, an online network connecting people with brands, to release the survey to their vast member base during the month of January 2011. Additional information about the survey and its results can be found at www.globaltoynews.com.
About USA Toy Experts:
USA Toy Experts is a world-renowned consultancy and resource for toy industry insight and information led by well-known toy industry leader, Richard Gottlieb. Experts provide cutting-edge analysis and strategies to domestic toy manufacturers as well as those international providers who are looking to raise their profile in the United States. The consultancy also provides unique observations and commentary at speaking engagements and conferences globally, furnishing the toy industry with exceptional blueprints for success. Additionally, USA Toy Experts publishes Global Toy News, a Web-based magazine that covers toy industry news and provides resource links. You may find more information at: www.USAToyExperts.com or www.GlobalToyNews.com.
About One2One Network:
One2One Network connects women and moms with brands they love. Their network of over 14,000 socially-connected members share information and personal opinions about products and services through social media outlets like blogs, Twitter, Facebook plus retail sites and good old fashioned word-of-mouth. Clients include top CPG, Media and Entertainment companies. For more information: