CLIVE CROUCH: Kids getting older younger

This month, Crouch looks at the phenomenon of children maturing earlier.
Publish date:
Social count:
25_Clive Crouch 300.jpg

I often hear that one of the many challenges facing the toy industry is the fact that children are getting older younger.

This lifestyle change is more prevalent in girls than boys. 20 years ago, childhood meant becoming an adult gradually. These days children are maturing earlier, thereby experiencing a lack of childhood years. This industry has a dependency on regulation, which provides a benefit to ensure that every aspect of toy products are compliant. This in turn provides safety, protection, copyright and much more. Meanwhile, surrounding the parents who purchase these products and the children who play with them, is the internet, a communication platform that becomes more powerful by the day, yet remains free of any regulation.

To read the full piece, simply click here.



Digital kids

Carl Hibbert, head of entertainment content and delivery at Futuresource, looks at how conventional pastimes remain important to children in the face of technology.


How kids connect

Children have become as comfortable using multimedia tools and digital technology as they are throwing a ball or skipping. ToyNews looks at exactly how these digital natives connect with each other...

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.