A smiling girl with two plaits and a red shirt stands behind a toy tea set with animal patterns. Packs of Kinder by Nature wipes lie on a grey table nearby, waiting for their own consumer test. A colourful world map decorates the wall.

The Big Toy Test — children have their say!

The aim of the study

For our next consumer study, we decided to involve the users most interested in our toy range: children. Find out how feedback from our youngest testers helps us and how we use it to expand the Baby&Travel range.

What the study revealed

The test involved 25 children of different ages, because our young testers received products from various brands, suited to their ages and abilities. The study aimed to help parents and ourselves understand which qualities the youngest users value in toys. It also showed that children love creating and have extraordinary imaginations, and that they do not need elaborate mechanisms to enjoy playing.

Each participant assessed their toy in their own way. Some started playing straight away; others described in detail what they were discovering about the product and what they liked about it. Thanks to the most honest feedback possible, we learnt what children find most enjoyable about our toys. We also discovered the average time they spent using a toy and its effect on their mood.

Tests like this teach us a great deal about our own portfolio. We want to develop it so that every purchase in our customers’ shops is the right choice and every order becomes a worthwhile investment.

Examples of our testers' feedback

Thank you to all the children who took part in the study!