Toy Purchase Decisions ReportHow do consumers navigate the purchase decision process when buying toys?

THE NPD GROUP TOYS

NPD’s Toy Purchase Decisions Report helps you explore how consumers arrive at their

purchase decisions and understand what influences those toy purchases. It complements

the consumer tracking data NPD delivers, going beyond the who, what, when, and

where of toy purchasing to uncover the factors that ultimately determine which toys

consumers buy.

The report is based on a 2010 study of consumers who had previously reported purchasing

a toy. It addresses how the decision process varies based on the buyers’ needs and also

explores factors influencing consumers’ decisions to shop a particular retailer, general

shopping behavior both online and in-store, what type of consumers they are, and much

more. New to the report this year is trended information from the 2009 study.

Business Benefitsn Enhance in-store promotion strategies based on the factors that influence impulse purchases,

such as, “I bought it because it was on an end cap,” to maximize product placement

n Increase the effectiveness of advertising and marketing efforts with insight into purchase

influences for a particular category, such as, “It was purchased to add to a collection”

n Develop more relevant packaging based on the product, package, or safety features

most relevant to boys, girls, younger kids, and gift-givers

n Recognize which tools and services shoppers look for when they come into a store

to help them make the right purchase decision, improve their shopping experience,

and build increased loyalty

n Familiarize yourself with consumers’ opinions and preferences so you can make the

most of store layout and shelf space

ABOUT THE NPD GROUP, INC.

The NPD Group is the leading provider

of reliable and comprehensive

consumer and retail information

for a wide range of industries. Today,

more than 1,800 manufacturers,

retailers, and service companies

rely on NPD to help them drive

critical business decisions at the

global, national, and local market

levels. NPD helps our clients to

identify new business opportunities

and guide product development,

marketing, sales, merchandising, and

other functions. Information is available

for the following industry sectors:

automotive, beauty, commercial

technology, consumer technology,

entertainment, fashion, food and

beverage, foodservice, home, office

supplies, software, sports, toys, and

wireless. For more information,

visit www.npd.com.

The NPD Group

HEADQUARTERS900 West Shore RoadPort Washington, NY 11050USA866-444-1411www.npd.com

AMERICASAustinBentonvilleCambridgeChicagoGreensboroHoustonMexico CityNew York CityRestonSan DiegoSan JoseToronto

EUROPELondonMadridMilanNurembergParis

ASIA PACIFICBeijingSeoulShanghaiShenzhenSydneyTaipeiTokyo

THE NPD GROUP TOYS

Key Measuresn Planned vs. unplanned purchases and what drives them: value, product information,

educational qualities, and more

n Variation in purchase dynamics (occasion, recipient, price, retailer, discounts) by category

n Differences in shopping behavior when buying online or in stores

n Factors influencing consumers to buy a particular toy and choose particular retailers

n Information most considered when choosing a toy, such as recommended age, toy

safety, brand name

n Competing toy categories consumers considered when deciding among multiple toys

n Impact of licensed products on purchase behavior

MethodologyAn online survey was fielded to a pre-identified sample of toy buyers ages 18+ who had

previously reported the purchase of a toy. More than 3,200 completed surveys contributed

to the report. The attitudinal and behavioral information collected from the topical survey

was merged with transactional data collected from NPD’s Consumer Tracking Service for

Toys (where the respondents originally reported their purchases). The data has not been

weighted to any particular population.

Industry ExpertiseNPD delivers unparalleled, global toy market information for manufacturers, retailers,

licensors, and the financial community. Companies rely on it to understand what is selling, who

is buying, where they are buying, and why. This comprehensive market view is indispensable

for benchmarking, competitive analysis, identifying new channel opportunities, marketing,

and product planning.

In the U.S., NPD provides a clear picture of consumer purchasing behavior across all distribution

channels for the toy industry with support from National Consumer Panel, a Nielsen/IRI

joint venture panel of more than 70,000 households. NPD’s EuroToys® service offers consumer

panel and point-of-sale (POS) tracking for nine European markets. The OzToys service

offers POS tracking for Australia. In addition, NPD is always focused on emerging markets.

Toy category specialists in NPD offices around the world supplement the data clients

receive with expert perspective on market trends and dynamics.

Learn MoreFor more information, contact Charles Camaroto at 866-444-1411

(contactnpd@npd.com).

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