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Consumers Turn To Electronic Toys For Interactive Learning, Finds Research From CEA And The Toy Industry Association


Consumers are turning to electronic toys to enhance a child’s interactive learning, according to research released today by the Consumer Electronics Association (CEA)® and the Toy Industry Association (TIA). Three-quarters of consumers who purchased an electronic toy in the past year did so for its educational value, and three of the top five most purchased types of electronic toys were educational products. The study focused on purchases made for children ages 0-15 years.

“Electronic toy purchasers recognize the value these toys provide to children, so much so that they are expected to account for two billion dollars in sales over the next 12 months,” said Tim Herbert, senior director of market research, CEA. “We found that 48 percent of buyers purchased electronic learning systems and 36 percent bought electronic aids or electronic books. An impressive 78 percent of consumers view the level of learning electronic toys provide as beneficial to children.”

“Toys produced for children’s learning and entertainment are highly sophisticated, integrating microchips and other technology,” said Daniela Weiss, vice president of strategic marketing and communications at TIA. “Many toys have interactive components which teach kids important skills such as early language, spelling, social etiquette and math. There are even electronic toys that take children through the nuances of learning a foreign language, playing a musical instrument or learning new dance steps.”

The study found that online households expect to spend two billion dollars on electronic toys for children over the next 12 months, with the average household spending $172. Radio controlled toys and DVD games topped the list of electronic toy purchases, and the highest purchase potential is found in electronic/DVD games and electronic learning aids. For purposes of this study, electronic toys are defined as having a power source, an educational or entertainment value and not having an adult equivalent consumer electronics product.

Electronic toy recipients are more likely to be boys. Fifty-eight percent of purchases are for boys compared to 42 percent for girls. The study found that gender appropriateness is important to more than half of electronic toy purchasers.

“Electronic toys facilitate creativity. Today, young children are picking up devices and experimenting with content in ways children would not have been able to five or 10 years ago,” said Herbert.

The Electronic Toy Market (October 2007) was designed and formulated by CEA Market Research in partnership with TIA. The complete report is available free to CEA member companies. Non-members may purchase the study at


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