SUBJECT

The goal of the Kids & Toys Observatory is to analyze the needs of children and all its caregivers of the digital age, to support all those companies that have children as their target audience. The Observatory wants to become a lighthouse, a meeting point between the various operators in the sector and decision makers, focusing each year on new topics and identified trands together with researchers from the two Departments involved, Design and Management Engineering, and the companies engaged.

OBJECTIVES

The research done during the first year of Osservatorio Kids and Toys, there was a focus on three themes. The first is useful to understand the needs and the change in children and parents behaviour during the digital era. Secondly, the digital era affects also the shops, both specialised and omnicanal ones, both digital and physical. In the end, communication and media are analysed in order to understand what is different from the past.

WHAT WE DO

CILAB is a founding part of the Observatory, for this reason it has actively collaborated in carrying out all the research activities. After a field research where the key contacts of the toy industry were involved to better understand their needs, together with colleagues from the Department of Management Engineering, 4 workshops were organized to debate and interact, involving experts from the sector, companies and supporters of research. The results of the research were presented during a public conference with round tables and speeches by the main players in the sector.