The First-Ever Toys & Games Report from The Insights Family Demonstrates Big Changes For Q2


23 September 2021 – The Insights Family – the global leader in kids, parents, and family research has today launched their very first Toys & Games Report US.

The new report, set to be released each quarter, looks at the attitudes, behaviors and consumption preferences of kids aged 3-5, 6-9 and 10-12, highlighting key changes and year-to-year trends.

Sarah Riding, Research & Trends director at The Insights Family comments “It’s been an interesting quarter, with significant changes as the world returns to some form of normality. The Toys & Games Report US shows a strong trend towards the popularity of traditional and well-known toys. In fact, year-on-year, Spider-man action figures has doubled as a favorite toy, and demand for Barbie increases on average 42% for 3-12s.”

Along with detailed data on kids’ toy preferences, expenditure, influence, leisure and lifestyles, brands can learn about the top licensing categories and toy-related purchases from TV, video games, film, and Youtubers. The new report also includes a section on ‘Looking Forward’ which covers ‘What is the next big thing?’ and ‘What new toys would you like to own?’.

As we head towards the Christmas and holidays period, The Insights Family are releasing the first Toys & Games Report free of charge at for a limited time only.  The Toys & Games Report Q2 2021 is based on The Insights Family unique methodology, which sees them speak to at least 3,313 children aged 3-12 every quarter in the US.  The Insights Family have also released a UK version of the report.

For all media enquiries please contact Victoriya Holland 

Tel: +44 161 528 7982


Notes to Editors

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behavior, and consumption patterns.

Kids Insights surveys 7,380 children every week aged 3-18. Parents Insights surveys more than 3,600 parents of children between the ages of 1 and 16 every week.

Both services operate in 18 countries across five continents and in total survey more than 383,760 kids and 187,200 parents a year. Currently, the company interviews a new family member somewhere in the world every 55 seconds.

Kids Insights and Parents Insights operates in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Poland, Japan, Mexico, the Philippines, Russia, South Korea, Spain, UK, and the US. 

Clients include Amazon, BBC, Danone, Disney, F1, Havas, Initiative, Kraft, LEGO, Mattel, McDonald’s, MediaCom, Nintendo, OMD, PBS, PepsiCo, Pokémon, Starcom, Viacom, Warner Bros and Wavemaker.


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