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What video games are children playing?

Every month Dubit conducts exclusive research for leading toy industry publication, Toy News. In March we quizzed children about video games. What consoles do they play with and what games they play on them? Plus, if they’re playing games deemed too mature how did they get them?

When asked about mature games, it turns out that half of children aged 8  to thirteen have played games regard as too mature for them. 30 per cent of 8 to thirteen years-old have played a game from the Modern Warfare series and 29 per cent have played a Grand Theft Auto title.

However, children and parents aren’t blind to these under-age gaming, the vast majority of children and parents have seen game ratings on boxes and understand what they mean.

For more on under-age gaming and to see what consoles are hot with kids, read the full report on Toy News.

 

 


Why Skylanders Matters to Children

Skylanders is a video game that combines physical toys with a traditional video game experience. Part of the Spyro series of games, the Activision series has the potential to become a $1bn franchise!

But what’s the secret to its success and why do kids love it so much? To answer this Dubit spoke to family gaming expert Andy Robertson. You can read Andy’s article on our Dubit Platform blog.


Who is the best superhero?

Every month we conduct exclusive research for Toy News – the leading publication for anyone working in the toy industry.

In February we asked Children about their favourite superheros and superhero toys. With new Spiderman and Batman films coming out in 2012, as well the new Avengers movie, this year is going to be huge for fans of silly costumes!

For anyone who has wondered who would win a fight between Batman, Spiderman, and Superman, the answer as far as kids are concerned is Spiderman! The wiley webs-slinger was voted the most popular superhero beating Batman and Superman into second and third place. However, it isn’t just the classic DC and Marvel characters that kids enjoy, The Incredibles polled higher than characters from The Avengers, Fantastic Four, and the X-Men.

If you want to know which characters make the best toys or how well female superheros fared, see the full report on Toy News.


Dubit at Toy News 2012

In January we visited the London Toy Fair. We got to play with lots of cool stuff and see what new toys kids will be getting their hands on this year.
Here are some of our favourite toys and some pictures of toy chocolate and shelving.
Hello Humpf!Transformers, robots not quite in disguiseProbably the dullest stand at the show. But everyone needs shelving, we guess.Katsuma loved all the attentionPutting an iPhone in your Moshi toy could be huge this year!Snuggle Bunny and Little Puppy books
Morph gets ready for his close upThe biggest doll house at the showWell hello Hello KittyMoldable chocolate. What could go wrong?Cut The Rope as a plush toyFruit Ninja toys!
Victorious goodies ahoy!Was this the cutest toy at the show?Playmobile man guards the standToy Fair 2012 show floorScary!Hadouken...said Ryu
You might be scary but your movie was rubbishThese were the droids we were looking forLittle Big Planet acting all coolFor the love of god don't feed him after midnightLego guardWalking the Lego booth

What do children want tablets for?

Every month we conduct exclusive research for Toy News – the leading publication for anyone working in the toy industry.

In December we found out what children really thought of tablet computers and what they use them for. Is it all about Apple or do child-focused tablets like the LeapPad and InnoTab have a place in the market?

Apple awareness starts young, between the ages of six and ten 79 per cent of children are aware of the iPad. Leapfrog’s LeapPad and VTech’s Innotab scored an impressive 59 per cent for awareness, not bad for such new products. Despite the high level of iPad awareness only 19 per cent of the children surveyed have access to one.

If you want to find out how children use the tablets and which score highest reading and playing games, read the full report online at Toy News.

Image courtesy of flickingerbrad

More than half of children own a toy based on a virtual world

Children’s virtual worlds – like Moshi Monsters and Club Penguin – aren’t just popular online; they’re also proving a big hit as toys with new research showing over half of UK children own a toy based on a virtual world with some as  popular as Dr Who.

Dubit recently studied the popularity of toys based on online worlds, looking at Disney’s Club Penguin, Mind Candy’s Moshi Monsters, as well as Build-a-BearVille, Poptropica and Webkinz.

The study of 500 kids showed that an amazing 55 per cent of children owned a toy from at least one of these games. The most popular was Disney’s Club Penguin, with 32 per cent of children owning a branded toy from the online world. Club Penguin, which has 150 million registered users (globally) launched in 2005 and has spawned a series of books and video games. Each toy is connected to the virtual world as they’re packaged with a code that allows items to be unlocked in the virtual world.

Moshi Monsters, whose plush toys and Mini Moshling Treehouse are expected to be among the most popular toys for Christmas this year, was a close second. The study showed that even before Christmas a quarter of UK children already own a Moshi Monster or a Moshling (a Moshi pet). Since launching in 2008 Moshi Monsters has gone on to accumulate 50m registered users, with one in three British children believed to be a member. Even with the publishing industry struggling The Moshi Magazine, launched in February, has accumulated the largest circulation of any UK children’s magazine.

As a comparison with toys related to kid’s TV shows, the research shows that just as many children own Club Penguin toys as they do toys based on Dr Who. Furthermore, Moshi Monster toys are more popular (25%) than toys based on the cartoon Ben 10 (20%), and only marginally less than popular than Spongebob Square Pants (29 per cent).*

Interestingly, toys from virtual worlds are gender-neutral, with equal popularity across boys and girls.

73 per cent of the children questioned had played at least one of these online games, with half having played Club Penguin and 47 per cent stating that they’d played Moshi Monsters.

Dubit’s head of research, Peter Robinson, commented: “Children are spending more time playing in virtual worlds and now those worlds are becoming part of their offline playtime.

“Today’s kids are platform agnostic and don’t care where their favourite stories and characters come from. It used to be the case that books or TV shows launched characters and toys, but now online entertainment is proving just as important.”

*Research into children’s TV shows was carried out in October for Toy News.


What kids want for Christmas

Every month we conduct exclusive research for Toy News – the leading publication for anyone working in the toy industry.

In November we found out what will be topping kid’s Christmas lists and whether toys are still the biggest gift or is it all expensive gadgets and video games.

When given the opportunity to pick anything for their lists, unsurprisingly high value electronics were the most popular gifts, followed by video games. It wasn’t all bad news for toys, as while they weren’t too popular with older children they came top for seven to eight year-olds.

Wondering how lists differed between boys and girls and whether kids really want gift vouchers? Read the full report online by visiting Toy News.

 

Image courtesy of Axel Buhrmann

Children’s Online Video Consumption

In November Dubit’s head of research, Peter Robinson, presented at Ofcom’s UK children and parents – media use and attitudes seminar.

Dubit’s research focused on children’s online video consumption answering questions such as where do they do it, for how long, and what’s popular?

You can View the whole presentation below. Visit our contact page to get in touch if you have any questions about the study.

 

 


Why one teenager wishes Facebook didn’t exist

Guest post by Stephanie Whitley.Steph's Facebook

I’m 19, and I genuinely wish Facebook hadn’t even been started.

Yes, I use it daily; I have it synced to my phone so I don’t miss a wall post, a status update, or a photo tag. As much as it hurts me to say it, I probably couldn’t live without it, but for me, teenage life would have undoubtedly been easier without it.

Next time you’re on Google, type in your name, see what comes up. When I type in my 13-year-old sister’s name I see her Facebook profile, her address, and even her phone number. Privacy settings? I Doubt she even knows what they are.

How many Facebook ‘Friends’ do you have? 100? 500? 1,000? My 13 year old sister bragged to me she had “nearly 600 friends!” When I asked her how she knew that many people, she just rolled the eyes, and replied with “I don’t, but it’s a big number isn’t it?”

Schools need to start educating their students by updating their own knowledge on social networks, and then educating 13-year-old girls (and others) on the dangers of having a public profile or accepting people that they have never met before. If I asked my sister who Ashleigh Hall was, and how she died, I wouldn’t get the answer that was all over the media last year.

There is also the stress and pressure of being entertaining, and getting Likes. My sister uploaded a profile picture and it only got two Likes in the space of about an hour, so she changed it. Isn’t this the opposite of what was drummed into us all at school? That you shouldn’t care what people think about you, as long as you’re happy? Of course this causes insecurities, jealousy, and unhappiness. But that’s another issue altogether.

Of course, this isn’t specific to girls in their early teens. I have friends who do it too. They will post pictures of themselves in their prom dress and be genuinely upset if their picture receives less likes than their friends. Hurtful comments are nothing new, it’s just Facebook makes them more visual.

We’ve all seen the stats, heard the reports, and most likely experienced cyber bullying. For me, Facebook makes it easy. It removes the face-to-face, personal element of bullying, and makes it even easier for those insecure bullies by simply putting a screen between them and the victim. It’s almost as if Facebook removes the consequences from the act, as bullies think that they can just, get away with it.

I understand that there are many advantages to Facebook, but I’d struggle to say the good outweighs the bad. Sure, it allows me to manage parties and share photos but teens have been doing this for years, without Facebook or even the internet.

I’m still using Facebook; the company knows being connected to our friends is more important to teenagers than another demographic and takes a brave teen to step away from this, I just hope more can be done to protect and educate those just starting out on the social network.


Almost Naked Animals could be the next big toy licence

Almost Naked AniamalsEvery month we conduct exclusive research for Toy News – the leading publication for anyone working in the toy industry. In October we quizzed kids about their favourite TV shows and toys.

We wanted to see which current shows have the best toys and what shows children think could make great toys in the future. Who is going to be the next Spongebob?

Of all the shows the children were asked about, it transpired that CITV’s Almost Naked Animals was the show most kids wanted to see as a toy.  The show scored highest in both show popularity and toy preference.

Of the shows that already have toys, Spongebob Squarepants was the most popular with 57 per cent of children watching the little yellow water dweller.

You can view the report online by visiting Toy News.