Marketing toys with finesse - a study of the Swedish market

Abstract: The industry for children's products is enjoying steady growth and increasing sales. Company representatives ask for improved ways of reaching consumers in a time when the market potential is held back due to lack of up to date research. Theory dividing the consumer into organs is acknowledged but few studies have considered the family as a single entity. The aim of this thesis is to divide families into segments based on benefit profiles and deliver a marketing strategy to each segment. From the study, social building, creative activities and independence were recognized as determining factors. Four benefit segments were discerned, hippie families with time on their hands, busy parents raising busy children, creative families seeking creative activities and hard-working parents with independent kids.