TOY FAIR 09: Playmobil surveys kids ambitions

Modern day kids are shying away from traditional careers, a survey from Playmobil has revealed.
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In the past, children have taken guidance from parent’s professions and expectations. But it seems like today’s children are letting their imaginations run wild when it comes to their future jobs.

Parents have revealed their kids would rather become adventurers like Indiana Jones than take more traditional jobs like a doctor or lawyer. The research from toy giant, Playmobil, surveyed nearly 3,000 mums and dads on how their own past career aspirations varied from their kids.

According to the study, 51 per cent of children want to be an explorer, with 24 per cent vying to become a fireman and 18 per cent wanting to step into the shoes of a racing driver like Lewis Hamilton. On the other hand, only 11per cent of parents admitted they followed their childhood dreams, being defined by more traditional expectations.

Surprisingly, kids do not aspire to follow in the footsteps of popular careers today such as doctor or teacher, scoring less than 9 per cent between them. Nor did lawyer top the career wish list - only 4 per cent of children want to enter the legal profession.

“The results of this research show how kids are being far more creative and imaginative than ever before,” said Jamie Dickinson, marketing manager for Playmobil, UK. “Children don’t want to necessarily take after their parents anymore.

“They are being inspired by everything from their favourite TV programme, blockbuster film and even the toys they play with from a young age. In many senses, it’s a great achievement of imagination triumphing over logic and convention. The sky’s the limit in their eyes – and who are we as adults to stop them.”


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