Table of Contents
Executive Summary
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- Toddlers and preschoolers by the numbers
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- Figure 1: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
- Toddler and preschooler population projected to grow 6.6% by 2019
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- Figure 2: US population and projections of children younger than 18, by age, 2014-19
- The consumer
- Most parents watch TV, but skill building is also important to parents
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- Figure 3: In-home activities with toddler/preschooler within the last three months, January 2014
- Young children are shoppers in training
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- Figure 4: Out-of-home activities with toddler/preschooler within the last three months, January 2014
- Family first when it comes to sources parents use to learn about activities
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- Figure 5: Top sources used to learn about toddler/preschooler activities, January 2014
- Young kids’ activities should be the complete package – educational, creative, and fun
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- Figure 6: Top five most important qualities in choice of toddler/preschooler activities, January 2014
- Parents may feel guilty about the disconnect between what they want to do and what they actually do with their kids
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- Figure 7: Parent attitudes about activities and time spent with toddler/preschooler – busy parents, January 2014
- What we think
Issues and Insights
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- How do parents keep their toddlers and preschoolers entertained in and out of the home?
- The issues:
- The implications:
- Parents are busy but motivated to choose the best activities for their children’s development
- The issues:
- The implications:
- Hispanic parents need companies to embrace biculturalism
- The issues:
- The implications:
Toddlers and Preschoolers by the Numbers
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- Key points
- Toddlers and preschoolers account for about 5% of the population in 2014
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- Figure 8: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
- Preschoolers’ numbers set to increase the fastest from 2014-19
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- Figure 9: Total US population by age, including toddlers and preschoolers aged 2-5, 2009-19
- Living arrangements
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- Figure 10: Living arrangement of children 0-11, by age, 2012
- Nonparent care arrangements
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- Figure 11: Nonparent care arrangement of children 0-5 who are not enrolled in kindergarten, by age, 2012
Trend Application
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- Inspire trend: The Unfairer Sex
- Inspire trend: Sense of the Intense
- Inspire trend: Play Ethic
Innovations and Innovators
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- Overview
- Snacks for 2-5-year-olds mimic adult food trends
- Tea time gets a fun twist
- Young foodies: toddler and preschooler snacks boldly go beyond strawberry, orange, or apple flavors
- Toddlers and preschoolers can enjoy TV shows outside of the box
- Technology
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- Figure 12: Fisher-Price Imaginext Apptivity Fortress, 2014
- Gender-neutral toys
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- Figure 13: GoldieBlox, GoldieBlox and the Parade Float, 2014
- Figure 14: Hasbro, Easy bake oven – ultimate oven, 2014
- Multicultural and multigenerational play
- Bridging the gap with culturally inclined products
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- Figure 15: Culturally Inclined Productions Desi Chaat board game, 2014
- Figure 16: Ingenio Easy Translator (Spanish), 2014
- Say it loud: “I’m smart and I’m proud!”
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- Figure 17: HIA Toys “Bessie Coleman: Fearless Fly Girl,” 2014
Marketing Strategies
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- Overview
- Speaking to the parent’s “ideal self”
- Balancing care with independence
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- Figure 18: Kohl’s “Find your yes – training wheels” TV ad, April 2014
- Perfection is a myth
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- Figure 19: Coca-Cola, “Trials and tribulations” TV ad, 2013
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- Figure 20: Luvs “Sanitize” TV Ad, September 2013
- Figure 21: Clorox, “Daycare with 4 in One Spray” TV ad, 2014
- Enhance the activities that parents already engage in with their kids
- Making the mundane more interesting
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- Figure 22: Oscar Mayer, “It’s Yes Food” TV ad, 2013
- Watch and learn
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- Figure 23: Sprout website, 2014
- Dining with the stars
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- Figure 24: Disney Junior website, 2014
- Marketing approach
- Talk to the parents, not just the child
- Packaging
- Gender-neutral packaging
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- Figure 25: LEGO/DUPLO “Creative Ice Cream,” 2014
- Bright packaging that is also a toy or activity
- Bright packaging can signify that the product is safe for children
In-home Activities with Toddlers and Preschoolers
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- Key points
- More parents choose traditional in-home activities over tech devices
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- Figure 26: In-home activities with toddler/preschooler within the last three months, January 2014
- Moms do more activities, young dads are more tech focused
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- Figure 27: In-home activities with toddler/preschooler within the last three months, by parents’ gender and age, January 2014
- Gender differences apparent in parents, also present in children
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- Figure 28: In-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014
- Affluent households are more likely to use technology
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- Figure 29: In-home activities with toddler/preschooler within the last three months, by household income, January 2014
Out-of-home Activities with Toddlers and Preschoolers
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- Key points
- Children are more likely to shop with parents than play at the park
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- Figure 30: Out-of-home activities with toddler/preschooler within the last three months, January 2014
- Outside of the home, moms do the shopping and dads entertain
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- Figure 31: Out-of-home activities with toddler/preschooler within the last three months, by Parent’s gender, January 2014
- Higher-income families enroll their toddlers in classes
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- Figure 32: Out-of-home activities with toddler/preschooler within the last three months, by household income, January 2014
- Companies can tap into the daytime market of part-time parents
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- Figure 33: Out-of-home activities with toddler/preschooler within the last three months, by parent employment, January 2014
- Girls are socialized to shop
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- Figure 34: Out-of-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014
Sources Used to Learn about Activities for Toddlers and Preschoolers
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- Key points
- Family first
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- Figure 35: Sources used by parents to learn about toddler/preschooler activities, January 2014
- Young moms turn to magazines, young dads to the internet
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- Figure 36: Sources used by parents to learn about toddler/preschooler activities, by parent’s gender and age, January 2014
- Highest- and lowest-income households hold potential for TV networks
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- Figure 37: Sources used by parents to learn about toddler/preschooler activities, by household income, January 2014
- Preschoolers require stage-sensitive activities
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- Figure 38: Sources used by parents to learn about toddler/preschooler activities, by toddlers vs preschoolers and gender, January 2014
- Parents who rely on online sources value structured activity
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- Figure 39: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014
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- Figure 40: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014 (continued)
The Most Important Qualities in Activities for Toddlers and Preschoolers
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- Key points
- Parents want activities that are educational, creative, and fun
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- Figure 41: Top five most important qualities in choice of toddler/preschooler activities, January 2014
- Older dads want their toddlers and preschoolers to be socially intelligent
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- Figure 42: Top five most important qualities in choice of toddler/preschooler activities, by parent’s gender and age, January 2014
- Gender equality in the playpen
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- Figure 43: Parent’s most important qualities in choice of toddler/preschooler activities, by gender of toddlers vs preschoolers, January 2014
- More parents are buying books; fewer buying video games
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- Figure 44: Games or toys purchased in the last 12 months, October 2009-December 2013
- Mothers are more likely to buy toys and games, especially education-focused toys
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- Figure 45: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013
Parents’ Perceptions of Children’s TV Channels/Networks
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- Key points
- Overview
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- Figure 46: Familiarity levels with children’s TV channels/networks, January 2014
- Correspondence analysis
- Methodology
- Sprout and Cartoon Network are most distinct
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- Figure 47: Correspondence Analysis, May 2014
- Sprout leads with parents for being perceived as educational
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- Figure 48: Perceptions of children’s TV channels/networks, May 2014
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- Figure 49: Children’s TV channels/networks, average household ratings, 2010-14
Attitudes About Activities and Time Spent with Toddlers and Preschoolers
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- Key points
- Parents feel guilty about their inability to do what their 2-5-year-olds want
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- Figure 50: Parent attitudes about activities and time spent with toddler/preschooler, January 2014
- Young parents more likely to report time constraints and parental guilt
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- Figure 51: Attitudes about activities and time spent with toddler/preschooler, by parent’s age, January 2014
- Young moms value play, young dads want digital play
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- Figure 52: Attitudes about activities and time spent with toddler/preschooler, by gender and age, January 2014
- More money, more responsibilities: affluent parents feel time crunched
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- Figure 53: Attitudes about activities and time spent with toddler/preschooler, by household income, January 2014
Impact of Race and Hispanic Origin
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- Key points
- Hispanic parents may view their role as nurturer more than educator
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- Figure 54: In-home activities with toddler/preschooler within the last three months, by Parent’s race/Hispanic origin, January 2014
- Hispanic parents of children <5 are more likely to be moviegoers
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- Figure 55: Out-of-home activities with toddler/preschooler within the last three months, by parent’s race/Hispanic origin, January 2014
- Hispanic families are more likely to use digital entertainment
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- Figure 56: Attitudes about activities and time spent with toddler/preschooler, by parent’s race/Hispanic origin, January 2014
- Black parents prioritize educational toys for their toddlers and preschoolers
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- Figure 57: Top five games or toys purchased in the last 12 months, by parent’s race/Hispanic origin, November 2012-December 2013
Cluster Analysis
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- Figure 58: Parents of toddlers and preschoolers clusters, January 2014
- Cluster 1: Hands-off Parents
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Anti-digital Realists
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Time-crunched Parents
- Demographics
- Characteristics
- Opportunity
- Cluster 4: Super Parents
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 59: Parent of toddlers and preschoolers clusters, January 2014
- Figure 60: In-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
- Figure 61: Out-of-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
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- Figure 62: Sources used by parents to learn about toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
- Figure 63: Top five most important qualities in choice of toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
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- Figure 64: Attitudes about activities and time spent with toddler/preschooler, by parents of toddlers and preschoolers clusters, January 2014
- Cluster demographic tables
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- Figure 65: Parents of toddlers and preschoolers clusters, by parent gender, January 2014
- Figure 66: Parents of toddlers and preschoolers clusters, by parent age, January 2014
- Figure 67: Parents of toddlers and preschoolers clusters, by gender and age, January 2014
- Figure 68: Parents of toddlers and preschoolers clusters, by household income, January 2014
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- Figure 69: Parents of toddlers and preschoolers clusters, by race/Hispanic origin, January 2014
- Figure 70: Parents of toddlers and preschoolers clusters, by toddlers vs preschoolers, January 2014
- Figure 71: Parents of toddlers and preschoolers clusters, by gender toddlers vs preschoolers, January 2014
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- Figure 72: Parents of toddlers and preschoolers clusters, by demographic, January 2014
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- In-home activities with toddler/preschooler
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- Figure 73: In-home activities with toddler/preschooler within the last three months, January 2014
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- Figure 74: In-home activities with toddler/preschooler within the last three months, by gender, January 2014
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- Figure 75: In-home activities with toddler/preschooler within the last three months, by age, January 2014
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- Figure 76: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
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- Figure 77: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
- Out-of-home activities with toddler/preschooler
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- Figure 78: Out-of-home activities with toddler/preschooler within the last three months, January 2014
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- Figure 79: Out-of-home activities with toddler/preschooler within the last three months, by age, January 2014
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- Figure 80: Out-of-home activities with toddler/preschooler within the last three months, by gender and age, January 2014
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- Figure 81: Out-of-home activities with toddler/preschooler within the last three months, by race/Hispanic origin, January 2014
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- Figure 82: Out-of-home activities with toddler/preschooler within the last three months, by marital status, January 2014
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- Figure 83: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
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- Figure 84: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
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- Figure 85: Out-of-home activities with toddler/preschooler within the last three months, by toddlers vs preschoolers, January 2014
- Sources used by respondents to learn about toddler/preschooler activities
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- Figure 86: Sources used by respondents to learn about toddler/preschooler activities, January 2014
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- Figure 87: Sources used by respondents to learn about toddler/preschooler activities, by gender, January 2014
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- Figure 88: Sources used by respondents to learn about toddler/preschooler activities, by age, January 2014
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- Figure 89: Sources used by respondents to learn about toddler/preschooler activities, by Hispanic origin, January 2014
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- Figure 90: Sources used by respondents to learn about toddler/preschooler activities, by generations, January 2014
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- Figure 91: Childcare, November 2012-December 2013
- The most important qualities in choice of toddler/preschooler activities
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- Figure 92: Top five most important qualities in choice of toddler/preschooler activities, January 2014
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- Figure 93: Top five most important qualities in choice of toddler/preschooler activities, by gender, January 2014
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- Figure 94: Top five most important qualities in choice of toddler/preschooler activities, by age, January 2014
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- Figure 95: Top five most important qualities in choice of toddler/preschooler activities, by household income, January 2014
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- Figure 96: Top five most important qualities in choice of toddler/preschooler activities, by race/Hispanic origin, January 2014
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- Figure 97: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of in-home activities with toddler/preschooler within the last three months, January 2014
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- Figure 98: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of out-of-home activities with toddler/preschooler within the last three months, January 2014
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- Figure 99: Games or toys purchased in the last 12 months, by gender, November 2012-December 2013
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- Figure 100: Games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
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- Figure 101: Games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
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- Figure 102: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013
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- Figure 103: Top five games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
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- Figure 104: Top five games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
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- Figure 105: Top five DVD/Blu-ray purchased or rented in the last 12 months, by gender, November 2012-December 2013
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- Figure 106: Top five DVD/Blu-ray purchased or rented in the last 12 months, by presence of children in household, November 2012-December 2013
- Parents’ perceptions of children’s TV channels/networks
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- Figure 107: Perceptions of TV channels/networks, January 2014
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- Figure 108: Perceptions of all Nickelodeon, by gender, January 2014
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- Figure 109: Perceptions of all Nickelodeon, by gender and age, January 2014
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- Figure 110: Perceptions of all Nickelodeon, by White/non-White and Hispanic origin, January 2014
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- Figure 111: Perceptions of all Nickelodeon, by toddlers versus preschoolers and gender, January 2014
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- Figure 112: Perceptions of all Disney, by gender, January 2014
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- Figure 113: Perceptions of all Disney, by gender and age, January 2014
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- Figure 114: Perceptions of all Disney, by White/non-White and Hispanic origin, January 2014
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- Figure 115: Perceptions of all Disney, by toddlers versus preschoolers and gender, January 2014
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- Figure 116: Perceptions of Cartoon Network, by gender, January 2014
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- Figure 117: Perceptions of Cartoon Network, by gender and age, January 2014
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- Figure 118: Perceptions of Cartoon Network, by White/non-White and Hispanic origin, January 2014
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- Figure 119: Perceptions of Cartoon Network, by toddlers versus preschoolers and gender, January 2014
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- Figure 120: Perceptions of Nick Jr., by gender, January 2014
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- Figure 121: Perceptions of Nick Jr., by gender and age, January 2014
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- Figure 122: Perceptions of Nick Jr., by White/non-White and Hispanic origin, January 2014
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- Figure 123: Perceptions of Nick Jr., by toddlers versus preschoolers and gender, January 2014
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- Figure 124: Perceptions of Sprout, by gender, January 2014
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- Figure 125: Perceptions of Sprout, by gender and age, January 2014
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- Figure 126: Perceptions of Sprout, by White/non-White and Hispanic origin, January 2014
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- Figure 127: Perceptions of Sprout, by toddlers versus preschoolers and gender, January 2014
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- Figure 128: Perceptions of Disney Channel, by gender, January 2014
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- Figure 129: Perceptions of Disney Channel, by gender and age, January 2014
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- Figure 130: Perceptions of Disney Channel, by White/non-White and Hispanic origin, January 2014
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- Figure 131: Perceptions of Disney Channel, by toddlers versus preschoolers and gender, January 2014
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- Figure 132: Perceptions of Disney Junior, by gender, January 2014
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- Figure 133: Perceptions of Disney Junior, by gender and age, January 2014
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- Figure 134: Perceptions of Disney Junior, by White/non-White and Hispanic origin, January 2014
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- Figure 135: Perceptions of Disney Junior, by toddlers versus preschoolers and gender, January 2014
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- Figure 136: Perceptions of Disney, by gender, January 2014
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- Figure 137: Perceptions of Disney, by gender and age, January 2014
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- Figure 138: Perceptions of Disney, by White/non-White and Hispanic origin, January 2014
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- Figure 139: Perceptions of Disney, by toddlers versus preschoolers and gender, January 2014
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- Figure 140: Perceptions of The Hub, by gender, January 2014
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- Figure 141: Perceptions of The Hub, by gender and age, January 2014
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- Figure 142: Perceptions of The Hub, by White/non-White and Hispanic origin, January 2014
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- Figure 143: Perceptions of The Hub, by toddlers versus preschoolers and gender, January 2014
- Attitudes about activities and time spent with toddler/preschooler
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- Figure 144: Attitudes about activities and time spent with toddler/preschooler, by gender, January 2014
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- Figure 145: Attitudes about activities and time spent with toddler/preschooler, by race/Hispanic origin, January 2014
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- Figure 146: Attitudes about activities and time spent with toddler/preschooler, by gender and marital status, January 2014
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- Figure 147: Attitudes about activities and time spent with toddler/preschooler, by toddlers vs preschoolers, January 2014
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- Figure 148: Attitudes about activities and time spent with toddler/preschooler, by gender toddlers vs preschoolers, January 2014
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- Figure 149: Attitudes about activities with toddlers/preschoolers, by race/Hispanic origin, November 2012-December 2013
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- Figure 150: Attitudes about activities with toddlers/preschoolers, by household income, November 2012-December 2013
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- Figure 151: Attitudes about activities with toddlers/preschoolers, by presence of children in household, November 2012-December 2013
Appendix – Trade Associations
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