NPD survey shows parents spend big bucks on toys-to-life, intend to spend more

Coming from an NPD survey of 1,187 parents with at least one child aged 2-17 in the household...

- parents spent on average $131 on toys to life games over the last six months
- almost 80 percent of families considered this a good investment
- two thirds are planning to invest further
- 70 percent of parents in the U.S. are familiar with Interactive Gaming Toys
- 41 percent own more than one franchise
- 77 percent said it was definitely or probably worth the investment
- only 7 percent of families have abandoned play altogether
- within households currently playing toys to life games, 52 percent indicate that adults are among those that play
- among Nintendo amiibo-playing households with children, 21% of parents say that only they are playing these games
- with other franchises, less then 10 percent of adults play in the household
- 22 percent of total character playtime is spent playing with the figurines as toys and not with a video game console
- 40 percent of parents state that that their 13-17 year olds continue to play with characters like toys or action figures