Toy & Game Decision Making Study

A Look At The New Realities Of How Families Make Decisions In The Toy And Game Sector

The Toy Industry Association engaged the Family Room, a strategic consultancy in the child and family marketing arena, to conduct a study of the overall toy and game family decision making styles and decision making at thirteen toy and game category levels.


This one-hour webinar provided toy companies with highlights of a recent study that examined the ways families make decisions about toy and game purchases and the critical implications for branding/packaging, in-store experience, store merchandizing and messaging channels & content.

Target Audience:

This session is specifically recommended for staffs that share responsibility for marketing, sales, merchandising, packaging, design and research. 

Additional Information:

This webinar provided information on the role of mom, dad and child in the purchase decision process; steps navigated in the path to purchase; triggers, barriers, context, influencers, and sources of information; and more. The discussion included which decision-making styles are most prevalent and the different paths to purchase that trigger for products.

Research was done in thirteen toy and game categories (action figures, arts & crafts, building sets, dolls, electronic gaming consoles & devices, electronic learning toys, outdoor & sports related, preschool toys, plush, puzzles & games, tablets, vehicles, and video games) with robust sampling for each and detailed measures across key stages in the Path to Purchase.

A background document is available for review.


Anne McConnell, Director, Market Research & Data Strategy, Toy Industry Association


The Family Room is a research based-consultancy firm that creates effective youth and mom marketing strategy through an advanced understanding of family decision making.

George Carey, Founder & CEO, the Family Room

George Carey has a nearly 25-year career focused exclusively on marketing to families and kids. He is a child and family strategist always looking for the next “step change” in product and strategy innovation. George’s previous experience is in family food/beverage, toys, CPG, entertainment and youth public health. He has developed multiple nationwide and global quantitative studies and well as initiated the first study engaging on child and family health, wellness, and nutrition and designed the “Kid ID” study of kid/tween psychographics and “Family Camp”, a study technique.

Hillary Newton, VP, Research & Brand Strategy, the Family Room

Hillary Newton has more than fifteen years experience as a senior research strategist and thought leader with experience acrossa range of traditional and non-traditional qualitative and quantitative techniques. She has worked on both the agency and supplier side teams in designing, managing, analyzing and delivering innovative strategic research programs in the CPG, Retail, B2B and B2C arenas. A selection of family and kid brands she has worked on include: Hellmann's, Lipton, Knorr, Axe, Dove, Vaseline, Ben & Jerry's, Brisk, Pepsi, All, Snuggle, Maybelline, Fructis, Starburst, M&M's, Snickers, Crystal Light, Four Seasons Hotels, Hain Foods, and Sterling Drug.

Webinar Access:

The full webinar is available via the following links:


Questions from members and industry stakeholders may be submitted in advance to TIA’s Jackie Retzer. To the extent possible, answers to these questions will be folded into the presentation.