Objective:
Understanding how children live, play, and engage with brands is critical for success in the U.S. toy market. As children’s routines, media habits, and digital behaviors continue to evolve, toy companies must adapt their product strategies, marketing approaches, and brand positioning.
This one-hour webinar presents new U.S. consumer research from BrandTrends, offering a clear and data-driven view of the 2026 American kid consumer. The session focuses on how children’s daily routines shape play patterns, media consumption, brand preference, and influence on family purchasing decisions.
Who Should Attend:
All toy professionals are welcome to join; this session is specifically recommended for executives and staff responsible for development, sales, marketing, and research.
What You Will Learn:
This webinar will give participants a clear understanding of how U.S. children’s daily routines shape the way they play, consume media, engage with brands, and influence family purchase decisions. Participants will learn how changes in time allocation, media usage, and digital behaviors are reshaping play patterns and brand discovery, and why these shifts are driving earlier brand preferences and new paths to purchase. The session will also clarify how parents navigate shopping and gift giving in this environment, and what this means for product positioning, marketing strategy, and portfolio planning in the U.S. toy market in 2026.
Note: All insights presented in this webinar are based on the latest U.S. research conducted by BrandTrends. This session expands upon insights shared during the live presentation at Toy Fair, with additional data, deeper analysis, and practical implications for 2026 planning.
Moderator:
Anne McConnell, senior director, market research & educational initiatives, The Toy Association
Presenter:
Philippe Guinaudeau, CEO, BrandTrends
Philippe Guinaudeau serves as CEO of the international market research and consulting organization Kidz Global/BrandTrends and is a well-recognized, highly knowledgeable marketing professional. For the last two decades, Guinaudeau has been providing worldwide brands with research data that has resulted in increased sales, the identification of new key revenue streams, and vital insight into consumer attitudes and emerging trends.
Prior to taking on the role of CEO at BrandTrends, he was a director of The NPD Group (now Circana) where he went on to gain considerable experience in the toy and games, licensing, and entertainment sectors. He started as a durable goods consultant at AC Nielsen prior to joining NPD and has worked extensively across North America, Europe, Australia, and Asia.
About BrandTrends:
The BrandTrends Group is a premier provider of market research and consulting services, focusing on brand, lifestyle, and attitudinal trends, with a particular emphasis on children, youth, and families. Their team of experienced researchers and analysts is dedicated to helping businesses, organizations, and individuals stay ahead of the curve in the constantly changing market landscape.
BrandTrends conducts extensive monitoring in up to 53 markets annually, providing their clients with in-depth knowledge, expertise, and unique, proprietary analytics to identify the best opportunities in retail activation, consumer attitudes & behavior, competitive environment, and brand line design.
The BrandTrends Group works with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies.
To learn more, visit www.brandtrends.com.