The Value of Play: A Generational Perspective

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This one-hour webinar provides toy companies with an overview of the role of play in children’s lives from the perspectives of 2,000 parents (Gen X – ages 33-55, Older Millennials – ages 25-32 and Younger Millennials – ages 18-24).  It provides insights into the level of importance parents place on play, the perceived benefits of play, and which type of play is seen as most valuable. The webinar also provides insights into how toy purchasing and play patterns adjust with the family structure.  This webinar also touches on a market segmentation that produced 5 different types of toy/game purchasers.


All toy industry stakeholders. Recommended for retailers and toy companies involved development, marketing and advertising initiatives, as well as anyone wanting to understand the world of play among newborns to 14 year olds.

Presented on:

January 29, 2015 


The webinar highlights the parental perceptions of play in the following areas by region, generation and age/gender of child (0-14 years of age):

  • The benefits of play
  • The role of winning and failing in play
  • The role of health in play
  • How playtime is spent
  • How play impacts bonding and relationships
  • The role of toys and games in play (including yearly expenditures per child)
  • How household structure affects play
  • Differences between mom’s and dad’s perceptions of play


Moderator: Anne McConnell, Director, Market Research & Data Strategy, Toy Industry Association, Inc.

Presenter: Suzanne Martin, Ph.D., Principal Martin Research Consulting
Suzanne Martin, Ph.D., is principal at Martin Research Consulting. Dr. Martin has over 25 years’ experience actively conducting all aspects of the research process.  She has completed youth research in the for-profit and not-for-profit arenas conducting research on toys, clothing, social marketing, materialism, media use, tobacco advertisements, intergenerational  programs, substance abuse, mental health, and more. Dr. Martin spent time as a post-doctoral fellow at the Annenberg Public Policy Center at the University of Pennsylvania, working with behavior change expert, Dr. Martin Fishbein, conducting research on teens, sex and the media. Previously she worked for Just Kid Inc. and Harris Interactive, one of the nationally recognized market research leaders, taking part in hundreds of youth-centered projects.    

She earned a Ph.D. in Educational Psychology and an M.S. in Marketing from the University of Arizona. Additionally, Dr. Martin retains an academic connection, teaching advertising communications and media, as well as collaborating on academic research. Multiple media outlets seek her point of view on today's young generation.

About Martin Research Consulting:
Martin Research Consulting is your source for custom research related to youth, education and the Millennial generation. With over 20 years’ experience monitoring and understanding trends and developments in these areas, Dr. Suzanne Martin works with clients to understand their unique needs and customizes a research solution that will help to inform those needs.


Questions regarding the webinar, contact TIA’s Jackie Retzer.