Innovative methodology guarantees valid results

The study's methodological approach makes it particularly valuable: By interviewing children and parents in parallel, perspectives could be compared and a holistic picture was obtained.

Conducting the survey via the FACT family online panel enabled an efficient and child-friendly survey.

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Focus on digital and analog game worlds

The study clearly shows that online games and construction toys are the most popular across countries and genders.

Girls are followed by creative toys as well as dolls/stuffed animals and animal figures. Leisure activities differ from country to country: While activities with family and friends dominate in Germany, France is more digitally oriented.

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Buying behavior and brand perception

In both countries, buying decisions are decisively influenced by the children themselves — 72% of German and 66% of French parents state that large gifts are often explicit wishes from children.

The differences in brand perception are revealing: There are clear differences between Germany and France in the ranking of the best-known and most popular toy brands.

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Insights provide the basis for marketing strategies

The insights gained provide a solid basis for optimizing marketing and product strategies. In particular, the identified differences between countries and age groups as well as the detailed findings on preferences and purchasing barriers provide valuable clues as to where European marketing strategies should be adapted to specific countries.

conclusion

For the first time, the study provides empirically sound findings across countries on children's gaming behavior and their parents' buying decision process.

The results enable targeted development of products and marketing strategies — both for the German and French markets.

The methodological approach of direct child surveys has proven to be particularly valuable.