Latest Insights - iGen Insight

Specialist Youth, Kids and Family Research Agency

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Gender neutrality: how important is it for kids’ worlds?

gender neutrality

In recent years, the issue of gender neutrality in kids’ worlds has had increasing attention from the media. In some cases, the kids themselves have drawn attention to the issue. In 2011, a young girl called Riley voiced her opinion on the types of toys she sees surrounding her in a toyshop, makinRead More ..

Minecraft: Updating the Classroom


The much feared skills deficit has been a popular topic in the media for the last couple of years, with many fearing its potential impact on businesses and the economy in the future (1). An OECD report found that UK teenagers aged 16-19 were ranked 22nd out of 23 in a list of developed naRead More ..

The War for their Screens

Young girl watching TV

Over the last few years, it has been impossible to ignore the growing popularity of streaming services within society. It is estimated that around 6.4million people subscribe to Netflix in the UK and roughly 5 million subscribe to Amazon Prime (1). These platforms have transformed the way everyone Read More ..

Child’s Play Marketing


As we know children are significant and influential consumers, purchasing products in their own right and as any parent will appreciate, accounting for a significant amount of parental spending power. Naturally toys contribute to the large share of parental spend, however it is important to appreRead More ..

Future trends in kids play, and current issues in the market


  iGen Insight sat down with psychologist Dr. Amanda Gummer, founder of The Good Toy Guide and CEO Fundamentally Children, to discuss key topics in kids’ play habits, brand marketing and how the market is set to change.      How hasRead More ..

Are toy brands doing enough for children of different ethnic backgrounds?


  Children comprehend their world by assigning labels at a young age, which contributes towards their life narrative and how they view themselves in the world. For young children, the world can be a pretty confusing place. To even begin to comprehend tRead More ..

Toys are more than just toys

mum and kids playing (2)

To some people, toys are likely seen as mere by-products of a materialistic society, a source of fun and distraction for kids but nothing more. Yet, there is a wealth of research that demonstrates the importance of toys in children’s development, and when sRead More ..

‘Adventure Time’ Announces its End


It was a sad day for cartoon fans everywhere when the creators of 'Adventure Time' announced that the show would be coming to an end after its 9th series. Yet, rather than dwelling on the end, many have taken this opportunity to reflect on the show’s significance and likely lasting impaRead More ..

Are we forgetting the benefits of young people being online?

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Over the past few years, the number of 7-11 year olds who own a tablet device has rocketed, causing it to become the go-to device for kids when accessing the internet. Tablets are the most popular device used to play games, and the second most popular method of accessing the internet and watching viRead More ..

Can emojis encourage children to make healthy eating choices?

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Last year we saw individuals of all ages brighten up their text messages with emojis. The use was so widespread and frequent that the Oxford Dictionaries Word of the Year was, for the first time ever, one of the popular pictographs. The ‘Face with Tears of Joy’ emoji was decided as the ‘wordRead More ..

Our research day at Cheam Park Infants School


Earlier this month we took another trip to our partner school – ‘Cheam Park Farm Infants School’ – to discuss toys and online behaviour. We completed 5 focus groups, speaking with a total of 40 kids aged 6 years old.  Below we touch on some top level insights from the day, if you would likeRead More ..

Accessing content online is now embedded in kids’ worlds


Yesterday Childwise delivered findings from their monitor report. The monitor report shows the findings from Childwise’s annual tracker survey, first established in the mid-1990s. The survey posts questions for five to 16 year olds around their media consumption and behaviour, purchasing habits, aRead More ..

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