Kids Insights welcomes Utku Tansel to the team as it launches its Global Insights Reports

Published on: 28th February 2020

Kids Insights, part of the Insights People, has launched its new Global Insight Reports – an initiative which will cover eight sectors including devices, video games, cosmetics, fashion and will be launching with its first toys and games report this March.

The reports will be based on Kids Insights surveying 125,000 children across eight countries and four continents each year. Analysis will be undertaken by industry expert Utku Tansel who has joined the team as Head of Global Insights Reports.

Tansel brings 15 years of success in research and analysis having worked for companies such as Euromonitor and WARC.

Nick Richardson, CEO, The Insights People, said: “In the last 12 months we have firmly established ourselves as the global leader in kids market intelligence, and we are now perfectly positioned to provide clients with a global viewpoint based on our considerable data.

“This enables us to offer sector – specific analysis and insight, which further helps our clients understand the attitudes, behaviour and consumption of children relating to their product areas. And as we grow into other regions, we will be able to include that incorporate that data into these reports.”

Tansel will be responsible for the strategic production of the Kids Insights Global Insight reports: Toy and Games Report 2020 (issued March 2020), Video Games Report 2020 (issued April 2020), Food and Drinks Report 2020 (issued June 2020), Electronics Report 2020 (issued August 2020), Health and Beauty Report 2020 (issued September 2020), Clothing Report 2020 (issued October 2020), Marketing & Engaging Kids Executive Report 2020 (issued December 2020).

He said: “I am really excited to join The Insights People. I have been extremely impressed by their approach and look forward to working with them to develop these global reports, which firmly establishes themselves as the global leader in kids, parents and family market intelligence.”

The Kids Insights Global Toy & Games report will be available in March and will feature how the toys industry is adapting to transformative times by embracing sustainability and inclusivity while AR & AI push limits on innovation – driven largely by ever – rising smartphone/tablet penetration among children.

In the US, a substantial 63.5 per cent of three to nine year olds own a tablet and 65.1 per cent of 10-14-year olds own a mobile. Kids Insights data also highlights that 66.2 per cent of parents spend up to £49 (US$64.40) on toys & games on a monthly basis in the UK. Within this bracket, 82.8 per cent of purchases are made by women.

In pocket money toys, kids’ rising financial empowerment drives sales and there is an intense battle over kids’ allowance. In Italy, puzzles accounted for almost one – fifth of all pocket money toy purchases in 2019, the highest in the world.

The escalated streaming wars will increasingly shape content while the potential and growth from YouTube and Gaming licensed products are high. The research shows that the kid-spending economy on toys and games in the UK is worth £969m ($1.26bn), and in the US – $5.95bn.

For more information about Kids Insights, the award-winning market research and how their Global Insights Reports could help your business, please visit


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