A major toy manufacturer client needed to understand the decision process and motivations for play among young boys to better help define and market action heroes in the market.
Starting with moderated play sessions, young boys were allowed to choose toys and play. Parental interviews were conducted separately to further flesh out the story of play and play time. Following the play sessions, we conducted ethnographic in-home interviews with follow-up shop-alongs to gain a first- hand, inside look into the family’s life and toy shopping behaviors.
The initial insight was that moms were the biggest influencers of play and toys purchased. However, through the course of the research, it was discovered that dads played a much more important role. Traditional marketing for boys’ action figures focused on moms, but the results of this research allowed the client to rework messaging to be more inclusive of fathers.