OPINION: Behind the Screen

Nickelodeon's Kiaran Saunders looks at the changing dynamic of the UK family and its effect on toys.
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Despite what some might believe, parents really do prioritise spending quality time with their children.

Undoubtedly we are all busier than ever – juggling the demands of work and home. But as a parent myself, I know the importance and value of creating precious moments with my children. However what is now becoming clear is that children themselves are increasingly influencing family decisions and it’s something brands and broadcasters should note.

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