Understanding the Design Process of Toys for Specific Ages: Insights from Market Research
Toy development is a complex and multifaceted process that involves extensive market research to ensure that the product not only captures the attention of children but also aligns with their developmental stages and learning capabilities. With over two decades of experience in the toy business and market research, I have witnessed firsthand the rigorous steps companies take to design toys that resonate with children of all ages. This article delves into the intricacies of toy design and the pivotal role of market research in this process.
The Importance of Market Research in Toy Design
Market research is the backbone of successful toy design. Companies conduct various types of research to gain a comprehensive understanding of their target market, including developmental stages, learning capabilities, and behavior patterns. This information is crucial in creating toys that are not only entertaining but also beneficial for children's development.
Secondary and Tertiary Research: Uncovering Trends and Insights
Secondary and tertiary research play a vital role in the toy industry. These studies involve analyzing data from existing sources such as unit sales, pricing trends, and consumer behaviors. Toy marketers closely examine the top-selling products in different sectors of the toy market to identify what is trending and what sectors are highly saturated or dominated by certain manufacturers. Understanding macro-trends, such as sustainability, is also essential, as these trends can significantly impact product positioning and marketing strategies.
Primary Research: Insights from Play Testing and Parental Feedback
Primary research, particularly through play testing, is a critical phase in the toy development process. Once a concept has been developed, toy marketers conduct play testing to gauge the initial reaction of children. If the product receives a positive response, they may then interview parents to gather further insights. Parents provide valuable information on what they hope their children will learn, feel, or imagine while playing, as well as specific expectations related to the category and the product itself.
Addressing Product Concerns and Market Issues
Even with thorough primary research, there are challenges in moving a toy from the testing phase to a commercial product. If the product fails to resonate with children, companies go through another round of research and development to address any concerns and market issues raised by both children and parents. This iterative process ensures that the final product meets all regulatory requirements, maintains product safety, and addresses privacy concerns, especially for digital games.
The Complexity of the Toy Sales Cycle
The sales cycle for toys and games is particularly challenging. More than 90% of toy and game sales occur during the fourth quarter of the calendar year. This makes it difficult for new products to gain traction and achieve the necessary sales volume required for updates in the next year. Despite extensive market research and play testing, only about 10% of new toys and games each year manage to achieve the scale needed to be considered for another season.
Conclusion
The process of designing toys for specific ages is a delicate balance between innovation and market research. Companies must continuously adapt and refine their products based on the feedback from children and parents. By understanding developmental stages and aligning toys with these stages, companies can create products that are not only entertaining but also valuable tools for children's learning and development.