Traditional toys and gifts to fill Santa’s sack over technology gifts this Christmas

Nine out of ten primary and secondary school children to receive traditional gifts and half (51%) of these children also will receive a high tech gift
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Jan. 3, 2014 - PRLog -- Newbury, December, 2013 – Despite claims that 2013 will be a technology led Christmas, books, games and fashion items are still firmly at the top of children’s wish lists this year.

A survey conducted byExtreme Networks (  via the Mumsnet Research Panel, surveyed 900 parents, representing nearly 2,000 children.  It asked parents to tick up to three presents that were at the top of their children’s Christmas lists. It then went on to ask them what Santa planned to bring the respondent and their partner.

Top five Christmas presents for primary school aged children

1.     Books (67%)

2.     Traditional games (57%)

3.     Outdoor and sports equipment (27%)

4.     Computer games, apps and software (27%)

5.     Action figures (27%)

Top five Christmas presents for secondary school aged children

1.     Books (51%)

2.     Money and vouchers (44%)

3.     Fashion and beauty items (43%)

4.     Computer games, apps and software (29%)

5.     Traditional games (17%)

Books are clearly the biggest sellers this Christmas across both primary and secondary school children.  Dolls (16%) and cuddly toys (14%) came in at places six and seven on the list, with smartphones proving to be the least popular (1%).

The only technology gifts that factor in these top five lists are computer games, applications and software.  Hardware such as iPads, tablet computers, e-readers and smartphones appear much further down the lists.  In fact, despite books being top, eReaders (4%) only feature at number seven in the league table for secondary school children.  However, it is worth considering that those children are expecting money and vouchers (44%) that may well go on to spend these on higher cost technology items.

Top five technology presents for primary school aged children

1.     Computer games, apps and software (27%)

2.     iPad or tablet computer (11%)

3.     Games console (8%)

4.     MP3 player (6%)

5.     eReaders e.g. Kindle (5%)

Top five technology presents for secondary school aged children

1.     Computer games, apps and software (29%)

2.     iPad or tablet computer (11%)

3.     Smartphone (7%)

4.     Laptop (7%)

5.     Games console (6%)

Top five presents for parents

1.     Fashion and beauty items (e.g. clothes) (62%)

2.     Books (48%)

3.     Money/vouchers (28%)

4.     Other electrical items e.g. cameras (27%)

5.     iPad or tablet computer (18%)

Although electronics retailers are in for a bumper season with 18 percent of parents hoping for an iPad or tablet computer, it seems that what parents want most of all is to feel pampered with some new clothes and cosmetics and a good read.

Charlotte Gurney, mother of Harry, aged 5 and Rosie aged 3, commented:

“We’re buying both of our children a real mixture of presents this year.  Rosie is getting an iPad Mini as her main present and Harry is getting a bicycle as he got an iPad Mini last Christmas.  However, aside from these main presents, their stockings and sacks will be full of traditional toys such as the Peppa Pig Snakes and Ladders floor game, Star Wars action figures, the Barbie Doll Camper Van and a Flying Fairy.

“I think it is important that children are comfortable with technology at a young age and Harry already uses his iPad to help learn his phonics, shape sorting and counting. However, Christmas would not be Christmas without books and toys – the kind of presents I remember from my own childhood Christmases.”

She concludes: “As for my husband and I, most of all we’re hoping for some peace and quiet and a few large glasses of wine on Christmas Day.  If I find some clothes vouchers and perfume in my stocking, it will be a bonus.”


The survey commissioned by Extreme Networks, had 900 respondents, representing nearly 2,000 children. The survey ran for one week in Oct/Nov 2013 and was circulated by to its research panel.

About Extreme Networks
Extreme Networks, Inc.  sets the new standard for superior customer experience by delivering network-powered innovation and best-in-class service and support. The company delivers high-performance switching and routing products for data center and core-to-edge networks, wired/wireless LAN access, and unified network management and control.  Our award-winning solutions include software-defined networking (SDN), cloud and high-density Wi-Fi, BYOD and enterprise mobility, identity access management and security.  Extreme Networks is headquartered in San Jose, CA and has more than 12,000 customers in over 80 countries.  For more information, visit the company's website at

Extreme Networks and the Extreme Networks logo are registered trademarks of Extreme Networks, Inc. in the United States and/or other countries. All other names are the property of their respective owners.

Except for the historical information contained herein, the matters set forth in this press release, including without limitation statements as to features, performance, and benefits of Extreme Networks products, are forward-looking statements within the meaning of the "safe harbor" provisions of the Private Securities Litigation Reform Act of 1995. These forward-looking statements speak only as of the date. Because such statements deal with future events, they are subject to risks and uncertainties, including network design and actual results of use of the product in different environments. We undertake no obligation to update the forward-looking information in this release. Other important factors which could cause actual results to differ materially are contained in the Company's 10-Qs and 10-Ks which are on file with the Securities and Exchange Commission.

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Extreme Networks
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Tags:Christmas, Technology, Toys, Retail
Industry:Consumer, Technology
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