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Findings from Kidz Global show that the top three toy categories for Chinese children ages 3 to 14 are games, video games and tablets, and arts and crafts—although construction sets, dolls, and cars and trucks are not far behind. Segmented data for infants ages 0 to 2 is also included in the report. According to Altios, the infant and preschool toy market is a particular area of growth, due to China’s high birth rate and the increased purchasing power of Generation Y parents. These shoppers are concerned foremost with product quality and safety, then price. “This is just a surface view of the extensive information Kidz Global and Altios were able to collect and compile,” McConnell said. “We are looking forward to sharing the full results with our members and industry stakeholders.” The reports offer in-depth data on when, where, how, and with whom local children play, as well as how best to distribute and promote product lines in both China and Brazil. That includes market demographics, cultural customs and customer behaviors, product trends, major distribution and retail channels, media options, brand awareness, op-
FEBRUARY 2014
portunities and threats to market entry, and more. TIA, in conjunction with Kidz Global and Altios International, will present these findings during educational sessions at Toy Fair. An executive-level overview will be offered for TIA members only on February 17 from 8 a.m. to 9 a.m. at the Jacob Javits Convention Center. An indepth session on Altios’ and Kidz Global’s Brazil research, open to all stakeholders, will be held later that day from 10 a.m. to 11:30 a.m.; data on the Chinese market will be presented from 2 p.m. to 3:30 p.m., also open to all stakeholders. For exact Source: KIDS GLOBAL session locations, check on-site signage in the Javits Center’s E Hall. Research findings were also shared during a “preview” webinar on January 19; details can be found in the Knowledge Network section of TIA’s website, www.toyassociation.org. For more information on TIA’s global market research reports, contact Anne McConnell at (646) 520-4870 or amcconnell@toyassociation.org. ■
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