NEW YORK — As the holiday season approaches, parents are urged to focus on choosing the perfect toy for their children, with new research showing that four out of five parents believe their kids are happier, more social, and more confident when they play with their favorite toy or doll.
The survey, conducted by Talker Research and commissioned by fashion doll brand Rainbow High, included 2,000 U.S. parents of school-aged children. The results shed light on the important role toys play in a child’s social and emotional development. According to the study, 63% of parents say that early play with toys and dolls helps children build better friendship skills later in life.
The research also reveals that 69% of parents report their children regularly play with dolls or action figures. Interestingly, this aligns with the finding that 69% of parents say their children maintain a strong number of friendships, suggesting that play with human-like toys may enhance social interactions.
Dolls, in particular, are viewed as valuable social tools by many parents. Thirty-six percent of parents say their child’s dolls help create lasting memories with friends, while 34% believe these toys help foster new friendships. However, there are concerns too. Sixty percent of parents worry that societal pressures on children to grow up too quickly may negatively affect their confidence.
The study also underscores the importance of color in children’s play and self-expression. Fifty-two percent of parents believe their child’s favorite color reflects their personality. Moreover, 68% say their child would likely choose a toy or doll in their preferred color, while 91% agree that offering color choices in toys and dolls boosts confidence and encourages self-expression.
Dr. Sheryl Ziegler, a clinical psychologist and play therapist, emphasized the value of play during the holidays: “For kids, the holidays are all about play, which is crucial for their self-growth. The ability to explore colors and create play experiences allows children to better understand themselves, ultimately helping them become more confident and social.”
The survey also explored parents’ priorities for their children’s play experiences. Social skills ranked highest, with 50% of parents citing them as the most important benefit of play. Other priorities included problem-solving (43%), discovering personal interests (41%), and peer communication (40%). Surprisingly, academic skills ranked lower in importance, reflecting a growing emphasis on emotional and social development.
Diversity in toys was another key finding. Sixty-five percent of parents believe it is important for toys and dolls to represent various cultures and ethnic backgrounds, and 64% actively seek out toys that reflect different personalities and interests. Many parents also look for dolls that showcase a range of skin tones, body types, and cultural representations.
The survey also highlights the influence of media on children’s play habits. Nearly half (46%) of parents report that their children often play with toys based on TV or YouTube characters, with 91% stating that their children enjoy recreating screen-based content during playtime. When it comes to the takeaways from media consumption, parents most often prioritize problem-solving (49%), personal interest discovery (41%), and building confidence (40%).
Ultimately, the findings suggest that the holidays are a time when the right toy can make a lasting impact, not only by creating cherished memories but also by helping children grow into more confident, social individuals.
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