The Duracell® European Toy Survey
Results 2005
1
About Duracell
Part of the Boston-based Gillette Company, Duracell is the world’s leading manufacturer and
marketer of high-performance alkaline batteries.
In Europe, its two major brands are Duracell Ultra M3 and Duracell Plus. Duracell also sells
primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries.
The Gillette Company is the world leader in male grooming, a category that includes blades,
razors and shaving preparations. Gillette also holds the number one position worldwide in
selected female grooming products, such as wet shaving products and hair epilation
devices. In addition, the Company is the world leader in manual and power toothbrushes.
2
Why a Toy Survey ?
Duracell is the #1 battery choice for toys* across Europe.
The Toy Survey provides the following :
To our consumers : A Top 10 Toy Winner list, as judged by the children themselves in what
they would most like to receive for the upcoming Christmas.
To our trade partners : A service to their consumers, in store communication and theatre to
further drive Toy visibility and sales. Additional insight into toy trends, children’ and
parents’ perceptions add further awareness and knowledge into this segment.
To our Toy Manufacturer partners : A vehicle to make their new toy product(s) shine –
providing an accolade from the children themselves. With additional insight provided in a
comprehensive report. The Toy Survey is a multi faceted marketing approach with unique
win/win partnership opportunities.
* Source : NUS 2004
3
Research : The Approach and The Provider
Established in 1989 in the US and now in it’s sixth year in Europe the criteria to entry :
•
Each year, we scout for the latest toys that will be launched for the upcoming Christmas
period.
•
Target age 5-10
•
Boys/Girls
•
Distribution within each country submitted
•
Language specific within each country
•
Open to Battery or non Battery operated toys
The USP : The Duracell Toy Survey is the only Pan-European survey of its kind in breadth 9
countries, 18 locations and that the judges are toughest we could find – children, 900 of them!
The Research Providers : NPD Eurotoys is the number One provider of information to the Toy
Industry across Europe. NPD Eurotoys, a division of the NPD Group, Inc., offers international
marketers consistent country-by-country market information on consumer purchasing of traditional
toys for strategic and tactical decision-making. Information is collected from both retailers and
consumers for richer more actionable insight and total market perspective.
The Result : A credible, unbiased survey providing a Top 10 Toy Winner listing + quality insights into
Toy habits across Europe.
* Source : NUS 2002
4
Study Methodology
— The Breadth: 9 countries, 18 locations (2 per)
Belgium -
Brussels
Antwerp
France -
Paris
Lille
Germany -
Munich
Frankfurt
Italy -
Milan
Naples
Netherlands - Amsterdam
Breda
Portugal -
Lisbon
Porto
Spain -
Madrid
Sevilla
Sweden -
Stockholm
Helsingborg
UK -
London
Leeds
— Field Testing: Conducted mid May 2005
5
Study Methodology
Two-pronged methodology
Children’s Survey

900+ children age 5-10 were surveyed, 100+ per country

Even gender split

Children played with each toy over a two-hour period, and then decided which was their favourite and
why

Other topics of the survey included leisure activities, how they find out about toys/games, how they
feel about playing outdoor, etc.
Parent’s Survey

800+ parents of children age 5-10 were interviewed, 80+ in each country

Insights related to toy/game purchasing / influences on decision-making / outdoor play
6
Top Toys for 2005
And the winners are...
7
The Results: Pan European
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Feva/Spinmaster
Hasbro
Mega Bloks
Mattel
Mattel
Mattel
Nikko
Hasbro
Mattel
SCX The Digital System
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Dragon Mountain
Fashion Fever Styling Head
Hot Wheels AcceleRacers Swamp Beast Set
Tyco R/C Terrain Twister
Integra Type R Street Mayhem Tuner
Lazer Tag Team Ops deluxe
Cali Girl Barbie Doll + Horse Giftset
8
The Results: Pan European - Boys
1
Tecnitoys
2 Mega Bloks
3 Mattel
4 Mattel
5 Nikko
6 Hasbro
7 Radica
8 Hasbro
9 LEGO
10 Mattel
SCX The Digital System
Dragon Mountain
Hot Wheels AcceleRacers Swamp Beast Set
Tyco R/C Terrain Twister
Integra Type R Street Mayhem Tuner
Lazer Tag Team Ops deluxe
Nitro Battler2
Star Wars Darth Vader Voice Changer Mask
Lego Racers Ferrari Scuderia Truck
Batman Begins Deluxe Batmobile
9
The Results: Pan European - Girls
1
Feva/Spinmaster
2 Hasbro
3 Mattel
4 Mattel
5 Tecnitoys
6 Smoby
7 Giochi Preziosi
8 Oregon Scientific
9 Famosa
10 Smoby
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Fashion Fever Styling Head
Cali Girl Barbie Doll + Horse Giftset
SCX The Digital System
Disney Princess Deluxe Play set
Geomag panels
Barbie B-Book
Jaggets Minimodel Party
Star Party Duo Dancer
10
The Results: Pan European - 5-7 years old
1
2
3
4
5
Tecnitoys
Feva/Spinmaster
Mega Bloks
Mattel
Hasbro
6
7
8
9
10
Mattel
Mattel
Nikko
Mattel
Hasbro
SCX The Digital System
Girl Crush Air Brush Tatoo
Dragon Mountain
Fashion Fever Styling Head
Fur Real Friends Luv Cubs
Hot Wheels AcceleRacers Swamp Beast
Set
Cali Girl Barbie Doll + Horse Giftset
Integra Type R Street Mayhem Tuner
Tyco R/C Terrain Twister
Lazer Tag Team Ops deluxe
11
The Results: Pan European - 8-10 years old
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Feva/Spinmaster
Hasbro
Mattel
Mattel
Nikko
Mega Bloks
Hasbro
Giochi Preziosi
Mattel
SCX The Digital System
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Tyco R/C Terrain Twister
Hot Wheels AcceleRacers Swamp Beast Set
Integra Type R Street Mayhem Tuner
Dragon Mountain
Lazer Tag Team Ops deluxe
Geomag panels
Fashion Fever Styling Head
12
The Results: Belgium
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Nikko
Feva/Spinmaster
Hasbro
Hasbro
Mattel
Mattel
Mega Bloks
Smoby
Smoby
SCX The Digital System
Integra Type R Street Mayhem Tuner
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Lazer Tag Team Ops deluxe
Tyco R/C Terrain Twister
Fashion Fever Styling Head
Dragon Mountain
Fiction Meteor
Disney Princess Deluxe Play set
13
The Results: Belgium - Girls & Boys
1
2
3
4
5
1
2
3
4
5
Nikko
Tecnitoys
Hasbro
Mega Bloks
Mattel
Hasbro
Feva/Spinmaster
Mattel
Smoby
Mattel
Integra Type R Street Mayhem Tuner
SCX The Digital System
Lazer Tag Team Ops deluxe
Dragon Mountain
Tyco R/C Terrain Twister
Fur Real Friends Luv Cubs
Girl Crush Air Brush Tatoo
Fashion Fever Styling Head
Disney Princess Deluxe Play set
Cali Girl Barbie Doll + Horse Giftset
14
The Results: Belgium - 5-7 and 8-10 years old
1
2
3
4
5
Nikko
Tecnitoys
Feva/Spinmaster
Hasbro
Mega Bloks
1
2
3
4
5
Tecnitoys
Nikko
Mattel
Hasbro
Hasbro
Integra Type R Street Mayhem Tuner
SCX The Digital System
Girl Crush Air Brush Tatoo
Lazer Tag Team Ops deluxe
Dragon Mountain
SCX The Digital System
Integra Type R Street Mayhem Tuner
Tyco R/C Terrain Twister
Fur Real Friends Luv Cubs
Lazer Tag Team Ops deluxe
15
The Results: Germany
1
2
3
4
5
6
Tecnitoys
Mattel
Nikko
Feva/Spinmaster
V-Tech
LEGO
7
8
9
Mattel
Mattel
Mattel
SCX The Digital System
Fashion Fever Styling Head
Integra Type R Street Mayhem Tuner
Girl Crush Air Brush Tatoo
V-smile pocket
Lego Racers Ferrari Scuderia Truck
Hot Wheels AcceleRacers Swamp Beast
Set
Tyco R/C Terrain Twister
Cali Girl Barbie Doll + Horse Giftset
Ravensburger
Mandala Designer Drawing Machine
10
16
The Results: Germany - Girls & Boys
1
2
3
4
5
1
2
3
4
5
Tecnitoys
LEGO
Mattel
Mattel
Nikko
SCX The Digital System
Lego Racers Ferrari Scuderia Truck
Hot Wheels AcceleRacers Swamp Beast Set
Tyco R/C Terrain Twister
Integra Type R Street Mayhem Tuner
Mattel
Feva/Spinmaster
Tecnitoys
Mattel
Hasbro
Fashion Fever Styling Head
Girl Crush Air Brush Tatoo
SCX The Digital System
Cali Girl Barbie Doll + Horse Giftset
Fur Real Friends Luv Cubs
17
The Results: Germany - 5-7 and 8-10 years old
1
2
3
4
5
Tecnitoys
Mattel
V-Tech
Smoby
Mattel
1
2
3
4
5
Tecnitoys
Feva/Spinmaster
Nikko
Mattel
LEGO
SCX The Digital System
Fashion Fever Styling Head
V-smile pocket
Disney Princess Deluxe Play set
Tyco R/C Terrain Twister
SCX The Digital System
Girl Crush Air Brush Tatoo
Integra Type R Street Mayhem Tuner
Fashion Fever Styling Head
Lego Racers Ferrari Scuderia Truck
18
The Results: France
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Smoby
Hasbro
Bandai
Mattel
V-Tech
Feva/Spinmaster
Mattel
Mega Bloks
Mattel
SCX The Digital System
Fiction Meteor
Fur Real Friends Luv Cubs
Tamagotchi Connexion
Tyco R/C Terrain Twister
V-smile pocket
Girl Crush Air Brush Tatoo
Fashion Fever Styling Head
Dragon Mountain
Cali Girl Barbie Doll + Horse Giftset
19
The Results: France - Girls & Boys
1
2
3
4
5
1
2
3
4
5
Tecnitoys
Mega Bloks
Mattel
Smoby
Hasbro
SCX The Digital System
Dragon Mountain
Tyco R/C Terrain Twister
Fiction Meteor
Lazer Tag Team Ops deluxe
Hasbro
Smoby
Mattel
Mattel
Feva/Spinmaster
Fur Real Friends Luv Cubs
Fiction Meteor
Cali Girl Barbie Doll + Horse Giftset
Fashion Fever Styling Head
Girl Crush Air Brush Tatoo
20
The Results: France - 5-7 and 8-10 years old
1
3
4
5
Hasbro
Tecnitoys
Mattel
Mega Bloks
Mattel
Fur Real Friends Luv Cubs
SCX The Digital System
Cali Girl Barbie Doll + Horse Giftset
Dragon Mountain
Fashion Fever Styling Head
1
2
3
4
5
Tecnitoys
Smoby
Mattel
Hasbro
V-Tech
SCX The Digital System
Fiction Meteor
Tyco R/C Terrain Twister
Fur Real Friends Luv Cubs
V-smile pocket
2
21
The Results: Italy
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Mattel
Oregon Scientific
Nikko
Giochi Preziosi
Hasbro
Feva/Spinmaster
Giochi Preziosi
Mattel
Mattel
SCX The Digital System
Hot Wheels AcceleRacers Swamp
Beast Set
Barbie B-Book
Integra Type R Street Mayhem Tuner
Geomag panels
Fur Real Friends Luv Cubs
Girl Crush Air Brush Tatoo
Robosapien
Cali Girl Barbie Doll + Horse Giftset
Tyco R/C Terrain Twister
22
The Results: Italy - Girls & Boys
1
Tecnitoys
2
3
4
5
Mattel
Nikko
Mattel
Giochi Preziosi
1
Oregon Scientific
Feva/Spinmaster
Hasbro
Mattel
Giochi Preziosi
2
3
4
5
SCX The Digital System
Hot Wheels AcceleRacers Swamp
Beast Set
Integra Type R Street Mayhem Tuner
Tyco R/C Terrain Twister
Robosapien
Barbie B-Book
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Cali Girl Barbie Doll + Horse Giftset
Geomag panels
23
The Results: Italy - 5-7 and 8-10 years old
1
Tecnitoys
2
3
4
5
Mattel
Hasbro
Mattel
Oregon Scientific
1
Tecnitoys
2
3
4
5
Mattel
Giochi Preziosi
Oregon Scientific
Giochi Preziosi
SCX The Digital System
Hot Wheels AcceleRacers Swamp
Beast Set
Fur Real Friends Luv Cubs
Cali Girl Barbie Doll + Horse Giftset
Barbie B-Book
SCX The Digital System
Hot Wheels AcceleRacers Swamp
Beast Set
Geomag panels
Barbie B-Book
Robosapien
24
The Results: Spain
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Radica
Feva/Spinmaster
Hasbro
Mega Bloks
Mattel
Famosa
Giochi Preziosi
Smoby
Mattel
SCX The Digital System
Nitro Battler2
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Dragon Mountain
Hot Wheels AcceleRacers Swamp
Beast Set
Jaggets Minimodel Party
Geomag panels
Disney Princess Deluxe Play set
Fashion Fever Styling Head
25
The Results: Spain - Girls & Boys
1
2
3
Tecnitoys
Radica
Mega Bloks
4
5
Mattel
Hasbro
SCX The Digital System
Nitro Battler2
Dragon Mountain
Hot Wheels AcceleRacers
Swamp Beast Set
Lazer Tag Team Ops deluxe
1
Feva/Spinmaster
Hasbro
Famosa
Tecnitoys
Mattel
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Jaggets Minimodel Party
SCX The Digital System
Fashion Fever Styling Head
2
3
4
5
26
The Results: Spain - 5-7 and 8-10 years old
1
2
3
4
5
Tecnitoys
Radica
Feva/Spinmaster
Hasbro
Mattel
SCX The Digital System
Nitro Battler2
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Fashion Fever Styling Head
1
2
3
4
5
Tecnitoys
Radica
Feva/Spinmaster
Mega Bloks
Giochi Preziosi
SCX The Digital System
Nitro Battler2
Girl Crush Air Brush Tatoo
Dragon Mountain
Geomag panels
27
The Results: Holland
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Feva/Spinmaster
SCX The Digital System
Girl Crush Air Brush Tatoo
Mattel
Nikko
Hasbro
Mattel
Mega Bloks
V-Tech
Ravensburger
Mattel
Hot Wheels AcceleRacers Swamp Beast Set
Integra Type R Street Mayhem Tuner
Fur Real Friends Luv Cubs
Tyco R/C Terrain Twister
Dragon Mountain
V-smile pocket
Mandala Designer Drawing Machine
Fashion Fever Styling Head
28
The Results: Holland - Girls & Boys
1
2
3
4
Tecnitoys
Mega Bloks
Nikko
Mattel
5
Mattel
1
2
3
4
Feva/Spinmaster
Hasbro
Ravensburger
Mattel
5
Mattel
SCX The Digital System
Dragon Mountain
Integra Type R Street Mayhem Tuner
Tyco R/C Terrain Twister
Hot Wheels AcceleRacers Swamp
Beast Set
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Mandala Designer Drawing Machine
Fashion Fever Styling Head
Hot Wheels AcceleRacers Swamp
Beast Set
29
The Results: Holland - 5-7 and 8-10 years old
1
2
3
Tecnitoys
Mega Bloks
V-Tech
4
5
Mattel
Feva/Spinmaster
1
2
Tecnitoys
Mattel
3
4
5
Mattel
Feva/Spinmaster
Hasbro
SCX The Digital System
Dragon Mountain
V-smile pocket
Hot Wheels AcceleRacers
Swamp Beast Set
Girl Crush Air Brush Tatoo
SCX The Digital System
Tyco R/C Terrain Twister
Hot Wheels AcceleRacers
Swamp Beast Set
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
30
The Results: Sweden
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Radica
Feva/Spinmaster
Mattel
Mattel
Hasbro
Mattel
Mega Bloks
Nikko
Hasbro
SCX The Digital System
Nitro Battler2
Girl Crush Air Brush Tatoo
Hot Wheels AcceleRacers Swamp Beast Set
Tyco R/C Terrain Twister
Fur Real Friends Luv Cubs
Fashion Fever Styling Head
Dragon Mountain
Integra Type R Street Mayhem Tuner
Lazer Tag Team Ops deluxe
31
The Results: Sweden - Girls & Boys
1
Tecnitoys
2
3
4
5
Mattel
Radica
Mega Bloks
Hasbro
1
2
3
4
Feva/Spinmaster
Tecnitoys
Hasbro
Mattel
5
LEGO
SCX The Digital System
Hot Wheels AcceleRacers
Swamp Beast Set
Nitro Battler2
Dragon Mountain
Lazer Tag Team Ops deluxe
Girl Crush Air Brush Tatoo
SCX The Digital System
Fur Real Friends Luv Cubs
Fashion Fever Styling Head
Lego Clikits 'Pretty in Pink
Beauty Set'
32
The Results: Sweden - 5-7 and 8-10 years old
1
2
Tecnitoys
Radica
3
4
5
Mattel
Mattel
Nikko
1
2
3
Tecnitoys
Feva/Spinmaster
Radica
4
5
Mattel
Hasbro
SCX The Digital System
Nitro Battler2
Hot Wheels AcceleRacers Swamp
Beast Set
Fashion Fever Styling Head
Integra Type R Street Mayhem Tuner
SCX The Digital System
Girl Crush Air Brush Tatoo
Nitro Battler2
Hot Wheels AcceleRacers Swamp
Beast Set
Fur Real Friends Luv Cubs
33
The Results: Portugal
1
2
3
4
5
6
7
8
9
10
Tecnitoys
Radica
Hasbro
Mega Bloks
Feva/Spinmaster
Mattel
Giochi Preziosi
Mattel
Famosa
Oregaon Scientific
SCX The Digital System
Nitro Battler2
Fur Real Friends Luv Cubs
Dragon Mountain
Girl Crush Air Brush Tatoo
Fashion Fever Styling Head
Geomag panels
Hot Wheels AcceleRacers
Swamp Beast Set
Jaggets Minimodel Party
Barbie B-Book
34
The Results: Portugal - Girls & Boys
1
Tecnitoys
2
3
Radica
Mega Bloks
4
5
Mattel
Hasbro
1
Hasbro
2
3
4
5
Mattel
Feva/Spinmaster
Famosa
Oregon Scientific
SCX The Digital System
Nitro Battler2
Dragon Mountain
Hot Wheels AcceleRacers
Swamp Beast Set
Lazer Tag Team Ops deluxe 2
Fur Real Friends Luv Cubs
Fashion Fever Styling Head
Girl Crush Air Brush Tatoo
Jaggets Minimodel Party
Barbie B-Book
35
The Results: Portugal - 5-7 and 8-10 years old
1
Tecnitoys
2
3
4
5
Mattel
Mega Bloks
Feva/Spinmaster
Hasbro
SCX The Digital System
Fashion Fever Styling Head
Dragon Mountain
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
1
2
3
4
5
Tecnitoys
Radica
Hasbro
Feva/Spinmaster
Mega Bloks
SCX The Digital System
Nitro Battler2
Fur Real Friends Luv Cubs
Girl Crush Air Brush Tatoo
Dragon Mountain
36
The Results: UK
1
Feva/Spinmaster
Girl Crush Air Brush Tatoo
2
3
4
5
6
7
Character Options
Mega Bloks
Tecnitoys
Feva
Hasbro
Mattel
8
Hasbro
Roboraptor
Dragon Mountain
SCX The Digital System
Dr Dreadful Freaky Food Lab
Fur Real Friends Luv Cubs
Tyco R/C Terrain Twister
Star Wars Darth Vader Voice
Changer Mask
Hot Wheels AcceleRacers
Swamp Beast Set
Indoor keepy uppy
9
10
Mattel
Upstarts
37
The Results: UK - Girls & Boys
1
2
3
Tecnitoys
Character Options
Mega Bloks
4
Hasbro
5
Mattel
SCX The Digital System
Roboraptor
Dragon Mountain
Star Wars Darth Vader Voice
Changer Mask
Hot Wheels AcceleRacers
Swamp Beast Set
1
2
3
4
5
Feva/Spinmaster
Hasbro
Feva
Mattel
Tomy
Girl Crush Air Brush Tatoo
Fur Real Friends Luv Cubs
Dr Dreadful Freaky Food Lab
Fashion Feva Styling Head
Cella Sticker Machine
38
The Results: UK - 5-7 and 8-10 years old
1
Feva/Spinmaster
Girl Crush Airbrush Tattoo
2
3
4
5
Mega Bloks
Tecnitoys
Feva
Character Options
Dragon Mountain
SCX The Digital System
Dr Dreadful Freaky Food Lab
Roboraptor
1
Character Options
Roborapter
2
3
4
5
Tecnitoys
Feva/Spinmaster
Mega Bloks
Feva
SCX The Digital System
Girl Crush Air Brush Tatoo
Dragon Mountain
Dr Dreadful Freaky Food Lab
39