Love at first play: hasbro launches toy compatibility test

As kids across the country begin writing their Christmas wish-lists with just few days until Christmas, new research reveals buying gifts for children may be more scientific than it seems.

The poll of 10,000 parents conducted across five European countries, by global toy brand Hasbro, reveals almost half (47%) of parents admit their child has previously ended up disappointed with a Christmas present received from a family member or friend.

30 per cent of parents also admitted they have struggled knowing what to buy their kids for Christmas in the past and that often family and friends also struggle –

31 per cent of grandparents will buy an incompatible gift for a child at Christmas, closely followed by aunties (23%), distant relatives (14%) and friends (12%).

With a third (30%) of parents saying that often their children don’t like a toy as much as they thought they would, it comes as no surprise that relatives struggle to find the perfect toy for youngsters.

Factors such as TV ads (61%), what kids see in shops (52%), what their friends have (45%) – or what they are asking for at Christmas (33%) – and social media (28%) were named as the top five influences on what a child puts on their Christmas list.

According to Hasbro and child psychologist Dr. Antrobus, the incompatibility can be a result of a child’s dominant ‘play personality’, which means children can sometimes ask for toys that are not suited to the way they like to play.

A further 26 per cent of parents admit they even choose toys for their kids based on what they will enjoy playing with themselves. 

With 55 per cent wishing that their children’s toys had a longer lifespan and 39 per cent of parents stating that they’d like to know more about how to choose suitable toys for their child, Hasbro has created a light-hearted and enlightening Play Personality quiz to help parents identify which toys their children maybe more likely to fall in love with.

Hasbro has created the online play personality quiz by studying the scientific theory of play personalities previously developed by Dr. Stuart Brown and partnering with child psychologist Dr. Laverne Antrobus to enable parents and gift givers to discover new insights about their child’s play personality.  

Talking about Hasbro’s Love at First Play campaign, Child Psychologist Dr. Antrobus says, “Science has shown us that a child’s play personality has a huge impact on the types of toys they will enjoy playing with and also the way they learn and develop. While for most adults, ‘work’ and ‘play’ are separate pursuits, for children play is their work – instead of being just a fun break, it is in fact how they learn, both about the world and themselves. By identifying a child’s most dominant play personalities, parents and gift givers may be more likely to choose a compatible present for their child this Christmas.” 

Lalit Parmar, Commercial Director, Hasbro India, says, “The holiday shopping season is exciting as children, families and fans experience the joy of receiving and giving gifts. Hasbro is home to some of the most iconic and exciting toys and games and we are excited to give parents and gift givers an opportunity to make fun memories with us through the Love at First Play personality quiz. It will not only support them in their gift decisions but also keep alive the magic of the festive season for all children and families!”

Upon completing the quiz parents and gift givers will receive a summary of the most dominant play personalities their child has and information about the types of toys that may be more suited to the way their child engages in play. 

Play personas identified by Hasbro include: The Enthusiast, The Energiser, The Imagineer, The Leader, The Discoverer, The Jokester, The Enchanter and The Champion.