STUDY: Traditional Toys Still Rule on Christmas

The great American orator, Christmas legend and crime-fighting hero, John McClane of ‘Die Hard’ fame, once opined about technology, “As far as I’m concerned, progress peaked with frozen pizza.”

While non-Die-Hard-aficionados try to decipher the acronym in the picture provided here, you will note that many agree with Detective McClane. Even children. Wait, what?

According to this release posting from Digital Journal, and “three years’ worth of shopping data from Twenga, the UK’s most comprehensive retail search engine,” kids dig the Lego set and Lincoln Logs over something where batteries are not provided.

Yes, way.

All of that data is listed here for your geek hearts’ content. Much to the chagrin of big box retailers and toy manufacturers everywhere, kids enjoy the “make-believe” toys over the electronic versions.

From November 2011 to November 2013, top trends were soft toys,  and traditional games like Dominoes and Scrabble received the most amount of online traffic. It appears children really do enjoy using their jilted imaginations versus watching it unfold on TV in an RPG or MMO game. (That’s “role-playing game” and “massively multiplayer online” for those not in-the-gaming-know.)

Twenga also analyzed traffic to their video games category, which includes consoles and games. Although two of the most anticipated games consoles were released last month, the Xbox 360 was receiving the highest amount of visits in November 2013, but some plastic kitchen still received 68 percent more traffic than this popular games console.

Perhaps, this is because kids across the pond lack panache for gaming needs. Maybe, American kids need to get their grills out of the TV. Nonetheless, this is fascinating for Christmas shoppers:

Twenga’s Marketing Director, Herbert Knibiehly said, “It can be easy to think that technology is taking over traditional toys, but I was quite pleased to see that the figures show the contrary. The fact that a video game console is less popular than a play kitchen is quite surprising.”

Indeed. And Cheers or whatever you all do to say “Merry Christmas.”

Publish date: December 24, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT