Insight Study Shows Dominance of Electronic Gadget Play amongst UK Children

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Insight Study Shows Dominance of Electronic Gadget Play amongst UK ChildrenAbout The Authors

25th June 2012 09:27 - Retail

According to market research by energy firm E.ON, modern girls are more interested in computers than Barbies.

The study of 2,000 people covering children's Wishlists showed that for the first time in half a century, video games have replaced dolls as the most popular toy for girls.

In addition, boys have turned their backs on construction toys, preferring modern gadgets and consoles instead, such as iPods, Playstations, Wii and the Xbox.

The research discovered that the shift towards electronic toys started in the 1980s with the Nintendo Game Boy, gradually replacing the mainstays of British childhood from the 1950s to late 1990s which included Lego, Meccanno, Barbie and Cabbage Patch Dolls.

Electronic toys have now jumped from fifth most popular play thing in the 1980s to the primary toy of choice for 21st century children.

Nevertheless, construction toys still stand firm at second top choice, with 18% of British kids naming them as their favourite. This is followed by dolls in third place with 16% of the popularity vote.

Former Director of Play England and currently Child’s Play campaigner, Adrian Voce OBE, commented: “Dolls may no longer be the top toy for girls but I don’t see them dying out anytime soon. Children like to play in ways that allows them to replicate an adult’s world and dolls allow them to do this. However, what is most important is children are actually playing. We have seen children can even play and have a good time with household items and junk.”

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