Customers choices for toys customisation
Market research conducted within the iBUS project highlights the types of toys consumers would prefer to customise. This study also establishes the customers’ technical and creative capacity for toy customisation and the extra-price they would assume for a unique product designed by them.
[ClickPress, Tue Jan 31 2017] The iBUS European project conducted market research on parent’s and children’s preferred toys for customisation. It was focused on the Spanish market. After a deep analysis of the data collected, the most suitable type of toys for customisation where determined. Conclusions established that dolls, board games, action figures, and role playing toys (role play houses) should be the most appropriate for customisation.
The study also analysed the user’s abilities to create their desired toy. With this aim, the study distinguished among 5 levels of customisation; personalisation, configuration, in-store configuration, skeleton and free-form. The results revealed that among 65% and 94% of the parents, depending on the level of difficulty, have the required skills. For their children these results are among 49% and 66%, for children aged over 6, except for the free-form modality that is over 8 years old.
Customising a product means a conscious choice that will end in a unique product. The product should meet all the end-user requirements, as it is conceived and developed by themselves, in the case of older children (working without the aid of an adult), or by their parents. Consequently, it implies a price increase. Thus, the research also analysed the consumer perception of price. Results established that, depending on the type of product and level of customisation, it could vary from 9% to 171% additional cost.
Pablo Buso, responsible for the market research says that “with the iBUS system, parents and their children will have a great experience. The design module will be simple, accessible and intuitive. Users, according to their current capabilities, will be perfectly able to design and customised their own toy products. Products will be safely and ecologically manufactured. While being produced, they will have full product traceability”.
This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 646167. The market study was carried out by ©AIJU ©UL. This press release reflects only the author’s view and that the Commission is not responsible for any use that may be made of the information it contains.
The scope of the questionnaire is going to be broaden to other geographical areas. Would you like to participate? Please visit @h2020ibus.