Despite all the supposed talk of “new men” we don’t seem to have “new dads” when it comes to attitudes to children’s play, according to new research.
[UKPRwire, Mon Jun 19 2006] Despite all the supposed talk of “new men” we don’t seem to have “new dads” when it comes to attitudes to children’s play, according to new research.
A study, carried out by top toy firm Smoby, revealed that when it comes to toys, dads still like their boys to be boys. Dolls are definitely out for the alpha male offspring, coming bottom of a list of preferred toys.
In fact, across the UK, more fathers would rather their sons played with toy guns – 11 per cent as opposed to four per cent who’d like their sons to play with dolls. Highest on the list of most acceptable toys were cars and trains, balls and building blocks.
Of those fathers who don’t like their sons to play with dolls, nearly three quarters feel they are just for girls and 16 per cent are concerned that other children might make fun of him.
By contrast, parents put dolls top of the list for their daughters – a massive 85 per cent of dads and 83 per cent of mums.
Taking such views into account, Smoby has developed a masculine, substantial doll which is very different from those currently on toy store shelves. Roby is a near-lifesize toddler designed to appeal to boys and their dads as well as girls and mums and is robust enough to act as a rough and tumble playmate.
Adrian Mayes, MD of Smoby UK, said: “The findings identify the need for toys to be completely acceptable not just to children but also to their parents – and in the case of boys, it is important that fathers feel comfortable with the choice of toy.
“Following extensive research with parents, children and child psychologists into the development of Roby we believe that while still popular with girls, he will have a wider appeal outside the usual doll market.”
The survey also asked parents who was the best example of modern fatherhood, with England captain David Beckham netting the most votes, ahead of Coldplay’s Chris Martin and PM Tony Blair.
ENDS
For further information please contact: Rebecca Shilton or Rosie Davey on 01223 566 212 or rebecca.shilton@war.uk.com
About the survey
The survey was carried out by the Consumer Omnibus division of TNS. 527 parents of 2 – 6 year olds were interviewed in 270 locations across the UK between 24 May and 4 June. TNS is one of the world's leading market information groups, providing market measurement, analysis and insight through its global network of operating companies in 70 countries.
About Smoby
The Smoby Group is one of the “Top 10” toy manufacturers in the world and is second only to Lego in Europe* with a turnover in excess of 400m Euros.
Based in France, it designs, manufactures and distributes toys for children from newborn babies up to the age of 10. It is well-established within the outdoor toy market and is particularly renowned for its range of play-sets that imitate real life and encourage discovery through play. Licenses include Disney, JCB, Ferrari, Black & Decker and Mini Tefal.
Founded in 1924, the Group is made up of five different brands, each of which has a specific market and age group. It acquired Ecoiffier in 1994, Majorette and Solido in 2003 and most recently Berchet in 2005.
The group has 18 subsidiaries worldwide and sells toys in over 90 countries.
For further information, please visit www.smoby.com
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