Tomy researches modern family life

Katie Roberts

By Katie Roberts

March 27th 2009 at 10:20AM
Tomy researches modern family life

Recent survey by the firm reveals trend for long distance relationships between children and their grandparents.

The new research announced today reveals that one in five British families with kids under ten live over 100 miles away from their grandparents, representing twice as many families as 30 years ago.

A decline in family visits over the same period was also revealed, indicating a trend for children growing up without a close relationship with their grandparents.

The independent study was commissioned by Tomy, which has recognised the trend and developed the Discovery Forget-Me-Not Photo Album in response. Designed to encourage babies from six months to establish emotional bonds, the talking toy photo album enables messages to be recorded to accompany their photo.

Further findings reveal that one million families with children under ten see grandparents less than once a year; 58 per cent more families since the previous generation.

The average distance between the homes of grandparents and those of their offspring with children under ten has increased by 23 per cent to 32 miles or an hour’s drive away.

Just seven per cent of children in the study see their grandparents daily, less than half the figure (15 per cent) than their parents and just one in three still see their grandparents weekly, down by five per cent, and one in five see them monthly.

Joanne Gray, European business head for Tomy said: “With the Tomy Discovery Forget-Me-Not Photo Album we hope families can stay close together even if they live far apart by recording loving messages for baby to hear while viewing the photos. Plus grandparents can have fun including their own personal nickname.

"Family get-togethers, such as Easter, are the perfect time to use the Tomy Discovery Forget-Me-Not Photo Album as all the family can record their messages and have their picture taken for the album when they visit.”

The Tomy Discovery Forget-Me-Not Photo Album is available from all major retailers and www.tomy.co.uk at £19.99.

The survey of 1,000 parents with children under 10 was conducted by independent research company OnePoll.