Toy Fair 2020: Kids Insights releases its UK Toy Market Report 2020

Children’s market intelligence unit, Kids Insights, has released its UK Toy Market Report 2020, launching the new market insight at this year’s London Toy Fair.

Kids Insights now survey more than 2,000 children a week across 7 countries, presenting kid’s favourite toys for different age groups, including pre-schoolers, kids and tweens.

Its UK study revealed that there is a strong link between the toy’s children play with and their future career aspirations. Based on Kids Insights data, kids aged six to nine who play with construction toys the most are 38 per cent more likely than average to want to become an engineer when they’re older.

Kids who play with electronic and digital toys the most are 50 per cent more likely to want an IT/Computer related career.

Nick Richardson, CEO of Kids Insights, commented: “There is no doubt that toys and games remain such an important aspect of the children’s ecosystem, and our data shows that the typical three to five year-old in the UK spends 11.5 hours per week playing with toys and games, equivalent to just under 50 hours per month or 598 hours per year.

“It is also so important for brands to not just understand which toys and games are the most popular but to get a more in-depth understanding of who their audience to aid and inform strategy and planning across their business.”

To download the UK Toy Report visit

The has also used this year’s London show to announce the launch of its new award-winning data Portal 3.0.

The Kids Insights live data portal was designed to provide real insights in real-time into the attitudes, behaviours and consumption of children, and enabling clients to view, filter and interrogate their data to help inform strategies across their businesses.

The Portal 3.0 introduces an entirely refreshed UX/UI look and a number of new features, including keyword searches and side by side analysis.

Kids Insights which is part of The Insights People has grown significantly and had a successful last quarter which saw a number of client wins which included Mattel, Pokémon, Silver Cross, Viacom and VOD 365 (Ketchup TV), and as a result are going through a further recruitment drive.

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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