Dear Moms, We Are Dropping Serious Cash on Toys

The smart, connected toy market is set to hit 2.8 billion this year. And toymakers can thank moms for that. In a study done by MediaPost and presented at the Digital Kids Conference, 65% of moms will pay more for a smart, connected toy vs. a traditional toy. Another 23% of us would be willing to lay out 80+ bones for those smart toys. And what drives our toy-buying, above all else? An ask. As in, 53% of mothers purchase toys simply because our kid asked us to buy it. In related news: If I start asking people to buy me things -- handbags, BMWs, vacations, whatnot -- will I get a yes at least half the time? THAT WOULD BE SO RAD. Barring a direct ask, moms buy toys that come with the promise of education. Think: STEM -- the hottest toy trend of 2015. Hey, at least our intentions are good. We research our purchases too. Over 65% of moms sought blog recommendations and read reviews before purchasing. We were happy enough to ignore the reviews, however, if another mom-friend offered a recommendation. Awww. That's sweet! Sisters before stars, am I right?! Only 28% of us actively look for toys that promote creative and imaginative play. Of course, imaginative play enhances a child's cognitive flexibility, encourages the exploration of feelings and ideas, and supports problem-solving skills. But -- hey -- no prob. Maybe we just keep props and costumes in mind when we're unloading our collective billions on toys this year.

Source: MediaPost