Toy Buying Today: Considerations, Information Seeking, and Thoughts about Manufacturer Suggested Age

Children frequently play with toys purchased by their parents, yet little is known about the how these toys are selected by parents. Mothers with children from 0-12 years of age filled out a survey about their toy purchasing habits. Results revealed that the most common place mothers sought out information about toys was online, and mothers most frequently found the manufacturers' suggested age only somewhat accurate. Further analyses demonstrated that mothers who bought their toys from different sources (i.e., online, stores, secondhand) considered dissimilar items before purchasing a toy for their child and obtained information in distinct ways. In contrast, regardless of where mothers purchased toys, they regarded the manufacturers' suggested age in the same way. This study is one of the few to examine parental toy selection patterns, providing useful knowledge for understanding how to reach parents and provide them information they desire when selecting toys for their children.