Kids Insights, the global leader in kids’ market intelligence, has published its seasonal research on the most popular kids’ Christmas 2019 requests across Europe.

The research is based on the results of surveying 3,047 children in the UK, Germany, France, Italy and Spain between 17 October and 15 December 2019.

The study presents a variety of preferences across different age groups.

Top gifts amongst preschool children are bicycles as well as LEGO, Paw Patrol, Frozen toys and LOL Dolls. By the time children reach age 6 to 9 years, LEGO is the most wished for present, with PlayStation and Nintendo Switch close behind.

Tweens are hoping to receive smartphones for Christmas, with the new iPhone 11 proving its popularity. Teenagers are also wishing for money, phones and clothes.

Kids Insights’ real-time survey shows that 4 out of the Top 10 Christmas 2019 wishes are tech-related.

Subsequently, Kids Insights believes that the kids’ landscape is more fragmented than ever; with technological advances meaning they now connect and invest in more ecosystems than any generation before them.

Furthermore, considering UK kids’ number one choice is money, it demonstrates how central this has become to their thinking. It also reflects the significant amount of independent spending power children now have and their influence on family purchase decisions.

In fact, Kids Insights’ period 2 reports (issued in July) showed that UK children collectively spend £310m every month. This equates to £3.72bn a year.

The research also reveals that many children are looking for experiences rather than material items this year.

For example, “family time” is starting to enter the most popular options on the children’s Christmas list in Germany and Spain; it actually takes the top spot for German children.

“Happiness” and “happy homes” are also mentioned regularly, as are holidays, trips to the Natural History Museum and various music concerts. This shows that the “experience economy” that started booming with millennials continues to grow with this generation of children.

Commenting on the findings is Jenny Kieras, COO of Kids Insights. “Over the last two years of research, we have continued to observe how the offline and online lives of children are blending into one; without the clear distinctions that were present when we were growing up.

“Kids are looking for more emotional involvement and stronger connections to new experiences in their day-to-day life. That’s why using live events and experiences is a great way for brands to connect with their young audience.”

For more information on Kids Insights contact anastasiia@theinsightspeople.com.