KidsPlayTest will test products on students at a UK primary school once every two months.

Kids Brand Insight launches new toy testing service

Kids Brand Insight has launched a new toy testing service for toy companies called KidsPlayTest.

Clients that sign up will see their products taken into a UK primary school to test with children ranging from five to 11 years of age.

KidsPlayTest is Kids Brand Insight’s proprietary methodology offered for research testing with children in the UK.

The firm will take the methodology into a UK primary school once per half term (around once every two months), taking three to four products, content presentations or other project materials to test with the children.

"It never ceases to amaze us when we see toy, game or kids entertainment brands investing anywhere from hundreds of thousands to millions of £/€/$ in new product lines, TV production or other forms of new content, often with no testing, validation or steps to reduce the risk of product/content failure," said Kids Brand Insight’s Steve Reece.

"We regularly conduct focused bespoke projects for clients where we research their brands in depth – the challenge for some clients is the cost of conducting a dedicated survey. The difference with KidsPlayTest is that by testing multiple products during the same session, we can offer a budget entry point for brands.

"The reality of course is that you get what you pay for – there is a limit to the depth we can go to via this methodology, and so some topics/brands/products/objectives are not suited to this method, but we do find overall that our clients rate the insight we deliver very highly."

There is still two places available on the first KidsPlayTest session, which will take place on Monday, October 20th.

Click here for more information.

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