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September 2005 | Vol. IV - No. 9
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Budding Scientists Eager to Learn


Whether building robots, collecting critters or mixing chemicals, today?s kids are eager to explore the world around them. According to a recent survey conducted by Funosophy Inc., a brand building consulting firm for toys and entertainment products, kids are showing untapped interest in a variety of science and nature activity kits. More than 600 boys and girls ages 6 to 11 responded to this survey with a unified voice ? they want to learn!

Kids Dig Earth Science

An amazing 57% of kids interviewed between ages 6 and 11 expressed interest in owning an earth science kit, defined as ?building volcanoes, starting rock collections and finding fossils.? Chemistry kits, robotics kits, space exploration kits and rocket science kits followed closely behind, with more than half of the children polled expressing a desire to explore each of these activities.

Desire to Own
(among non-owners)
Total Kids Ages 6-11


Percent of Kids Who Donīt Have One, But Want One
EARTH SCIENCE KITS57%
CHEMISTRY KITS54%
ROBOTICS KITS54%
SPACE KITS54%
ROCKET SCIENCE KITS52%
ANIMAL HABITAT KITS49%
ELECTRONIC KITS45%
BIOLOGY KITS44%

It?s a Wild, Wild World

Animal habitat kits topped the charts in terms of current ownership, with 20% of kids reporting currently owning one. Earth science kits and rocket science kits trailed in second and third place, with more than 10% of kids currently owning each one.

Current Ownership
Total Kids Ages 6-11


% of Kids That Currently Own
EARTH SCIENCE KITS14%
CHEMISTRY KITS10%
ROBOTICS KITS7%
SPACE KITS10%
ROCKET SCIENCE KITS11%
ANIMAL HABITAT KITS20%
ELECTRONIC KITS7%
BIOLOGY KITS10%

Boys Versus Girls and Age Breakdowns

Although both genders expressed considerable desire to own most of the activity kits detailed in the survey, there were some preferential differences between the two groups. Boys were particularly interested in building and programming their own robots using robotics kits, while girls leaned toward exploring and caring for animals and insects in animal habitat kits.

This survey also examined the differences between two age groups ? ages 6 to 8 and ages 9 to 11 ? both in terms of desire to own and current ownership. The results were surprising.

A complete report of this Science and Nature Activity Kits Survey, including detailed desire to own and ownership breakdowns by age groups and gender, is available for purchase on a custom basis. For details, visit www.funosophy.com or call 562.436.5251.

Written by Nancy Zwiers, CEO of Funosophy Inc., a brand-building consulting and research firm in the toy industry. Toy Tracker research is conducted by Funosophy and its research partner KidzEyes among a nationally representative sample of 600 boys and girls ages 6-11 and is available for purchase on a custom basis. For details, visit www.funosophy.com or call 562-436-5251.




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