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Parents Insights: Outside play and kid-centric activities on the rise

Parents Insights looks at interactions between families and playtime activities in and out of the household environment.

Since lockdown commenced in March, we have seen the number of parents who play outside with their kids rise by 16% (43%), in line with the warmer months.

After months of quarantine, children remain keen to get outside and play, with many brands creating licensed products to support outdoor activities. One such brand is Interplay UK, which recently launched a new licensing deal with Peppa Pig to introduce the Grow & Play range, whereby children are able to grow different types of seeds while playing with various Peppa Pig characters.

Peppa Pig is the top favourite character for kids aged 6 months to 4 years (24%) and these kids over-index on playing outside by 24% – our data also shows that those who favour playing outside are 29% more likely to own Peppa Pig toys.

Additionally, LEGO – the top favoured toy brand by kids aged 2-4 (6%) – partnered up with the National Trust to introduce the ‘Young Explorer’ competition. This involves kids getting creative to build nature adventure scenes made from the classic brick toys.

We know from our data that kids who favour LEGO are 55% more likely to play outside, while also being 15% more likely to participate in messy play so this partnership seems well suited, demonstrating how brands have created innovative ways to engage both parents and children this summer.

To read the full feature, simply click on this link.

Every 12 months, Parents Insights surveys 10,000 parents to give an unrivalled viewpoint into the world of parenting. This month’s reports are based mainly on the results of surveying 2,500 parents between May 1 and July 31, 2020, though it also utilises data collected since February 2018.

This article specifically focuses on the UK market.

Parents Insights is offering brands an immersive planning meeting to illustrate how data and insights into the world of parenting can help inform advertising, content, licensing, product, marketing and sales planning. To download a complementary insight-led report, please visit

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