LEGO books overtake Harry Potter as children’s go-to reading, says Kids Insights

LEGO books have overtaken the Harry Potter series for the first time as the most popular titles for children aged four to 12 to read, according to new data from Kids Insight.

With World Book Day sweeping schools across the UK today and as children don guises of their favourite characters up and down the country, the children’s market research company has detailed ways in which children’s habits are changing.

Findings from the latest report from Kids Insights – who survey more than 80,000 children each week across the UK, USA and Europe – have revealed that it is LEGO that has moved into the number one position when it comes to the favourite title of boys aged four to 12 years old.

The toy company’s range of reading titles has even managed to knock J.K. Rowling’s wizarding phenomenon from its perch among this particular audience.

The same report has discovered that digital interactive books and titles that us AR technology are increasing in popularity, with 11 per cent of four to nine year olds now opting for a tech infused title in Q4 2018. This has increased from five per cent in Q3 of the same year.

“This itself is part of a wider trend involving gamification of content around kids’ ecosystems – with the likes of Netflix introducing interactive TV shows and game-based learning apps such as Duolingo proving popular,” read a statement from Kids Insights.

“Gamified content is more engaging for children and the interactivity offers them more user choice and personalisation.”

Other key findings from the report have revealed that children are still reading regularly, with 85 per cent of four to 18 year olds reading for leisure every week, while three in ten children say they read magazines throughout 2018.

TV and films are influencing the kind of titles they are picking up, with only one book in the top lists not being linked to TV or movies in some way. These were Biff and Chip books, which remain popular with younger boys.

Two Roald Dahl book feature in the top ten favourites for children aged seven to nine, with the BFG taking eighth spot and Matilda in at ninth. It’s predicted that the Roald Dahl series will see a spike when Netflix launches its animated series set in the worlds of Charlie and the Chocolate Factory, BFG, The Twits and Matilda.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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