CONSUMER&

BRANDBrandKPIs

for

toys

&

babyonlineshops:

Childsplay

Clothing

in

theUnited

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

ChildsplayClothing’sperformance

inthe

toys&babyonline

shopmarket.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202461%

of

Childsplay

Clothing

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Childsplay

Clothing’sbranding

resonates

more

with?Childsplay

Clothingranksoutsidethe

Top

10

inMillennialsawareness

withinthetoys&babyonlineshop

market?Childsplay

Clothinggenerally

appealstomen

morethan

women?Thepopularity

ratingof

Childsplay

Clothingis21%?Childsplay

Clothingrankseighthinusage?Among

ChildsplayClothingenthusiasts,38%

fallunderthe

high-income

category?Interms

of

loyalty,ChildsplayClothingisoutsidetheTop

10

intheUnitedKingdom?Consumers

want

theirtoys&babyonlineshopbrandstohavefriendliness,

reliability,andhonesty

/trustworthiness?Childsplay

Clothinghasascore

of16%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Childsplay

Clothing

at

61%Brand

profile:

snapshotBrand

performance

of

ChildsplayClothingintheUnited

Kingdom61%21%19%16%16%AwarenessPopularityUsageLoyaltyBuzz5Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=197,

respondents

who

know

the

individual

brand

(popularity),

n=197,respondents

who

know

the

individual

brand

(usage),

n=38,

respondents

who

have

used

the

individual

brand

(loyalty),

n=197,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Childsplay

Clothing’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations57%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeChildsplayClothingbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatChildsplayClothingislikedby0%

of

Babyboomers

and

12%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

23%,

respectively.38%31%30%23%ForMillennials

andGen

Z,

57%

and

31%

feel

positivelytowards

ChildsplayClothing,versus

38%

and30%.

Socurrently,

forChildsplay

Clothing,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%8%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestotoys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=42,

Childsplay

Clothing

enthusiast,

n=900,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Childsplay

Clothing

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ChildsplayClothing

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof12%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Childsplay

Clothinghasahigherproportion

ofLGBTQIA+48%52%51%49%52%

ofmen

likeChildsplayClothingcompared

to

48%

of

women,

whereasfortheoverall

industry,51%

of

womenusetoys&babyonlineshopscomparedto49%

of

men.86%86%consumers

when

compared

totheindustryusers

ingeneral.12%

ofChildsplayClothingenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to9%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

toys&baby

online

shops,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=42,Childsplay

Clothing

enthusiast,

n=900,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Childsplay

Clothing

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.17%15%Single38%38%14%18%CoupleSingleparentNuclear38%

ofChildsplayClothingenthusiastsarefrom

high-income

households.ChildsplayClothing’sbrandisgenerallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

17%

ofChildsplayClothing

enthusiastshavethiscurrent

living

situation.12%11%36%34%31%32%33%Multi-generational5%3%17%15%29%ExtendedOther0%5%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=42,

Childsplay

Clothing

enthusiast,

n=900,

toys

&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

toys

&

baby

online

shop

brands

to

have

friendliness,reliability,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

toys

&babyonlineshopbrandsFortoys&baby

online

shops,the

topthree

qualitiesusers

want

from

abrandarefriendliness,

reliability,andhonesty

/trustworthiness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%ChildsplayClothing

users

alsoappreciatethese

key

attributes,indicatingChildsplayClothing

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatChildsplay

Clothingenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessChildsplayClothing

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

itcomesto

toys

&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=38,

Childsplay

Clothing

users’,n=42,

Childsplay

Clothing

enthusiast,

n=900,

toys&baby

onlineshop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Childsplay

Clothing

fans,

43%

state

that

they

get

excited

about

toys

&baby

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

oftoys

&babyonlineshopsin

general?50%45%43%43%40%30%24%24%21%20%17%15%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

abouttoys&baby

topicsrelating

toIget

excitedIliketotalkaboutonlineshopstoys&babyonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

toys

&baby

online

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

toys

&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=42,

Childsplay

Clothingenthusiast,

n=900,

toys&baby

online

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1161%

of

Childsplay

Clothing

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

toys&baby

online

shops,theaverage

awareness

of

abrandinthe

United

Kingdomis49%.

Awareness

ofChildsplayClothing,however,

isat16%.Awareness21%

ofUK

toys&babyonlineshop

users

say

theylikeChildsplayClothing,compared

toanindustryaveragebrandpopularityof

32%.BuzzPopularity19%

ofindustryusers

intheUnitedKingdomsaytheyuseChildsplayClothing,withtheaverage

usageof

abrandat21%.61%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.ChildsplayClothing

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of16%compared

to

19%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Toys&baby

online

shops

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=197,

respondents

who

know

the

individual

brand

(popularity),

n=197,respondents

who

know

the

individual

brand

(usage),

n=38,

respondents

who

have

used

the

individual

brand

(loyalty),

n=197,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Childsplay

Clothing

ranks

outside

the

Top

10

in

awareness

within

the

toys

&baby

online

shop

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofChildsplay

ClothingRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Amazon94%92%81%77%67%67%67%64%63%24%16%2LEGO3Smyths4TEMU5Mamas

&PapasBuild-A-BearTheWorksTheEntertainerHamleysUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

16%

were

aware

of

ChildsplayClothing.Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.84%9AwarenessN/A10PoundToys13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Childsplay

Clothing

is

21%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofChildsplayClothingRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Amazon59%51%44%40%36%34%32%31%29%29%21%2LEGO3Smyths4Build-A-BearTheEntertainerTheWorksHamleysOutofconsumers

who

knew

thebrand,

21%

saidtheyliked

ChildsplayClothing.

This

ranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.5678Kiddies

KingdomMamas

&PapasMy1st

Years79%9PopularityN/A1014

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=197,

respondentswho

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Childsplay

Clothing

ranks

eighth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofChildsplayClothingRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Amazon19%2LEGO28%3Smyths25%Outofconsumers

who

knew

thebrand,

19%

saidtheyused

Childsplay

Clothing.Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4TEMU24%5TheWorksTheEntertainerKiddies

KingdomChildsplay

ClothingBabyPlanetBuild-A-Bear23%621%720%819%81%919%UsageN/A1018%15

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;

Base:n=197,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Childsplay

Clothing

is

outside

the

Top

10

in

the

UnitedKingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofChildsplayClothing’sconsumersRank#

BrandLoyalty

%91%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Amazon2TheWorksLEGO87%385%39%4Smyths85%5TheEntertainerTEMU85%680%61%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

toys&babyonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7Hamleys78%8PoundToysMy1st

YearsPrecious

Little

One73%971%Outofrespondents

whohaveused

ChildsplayClothing,61%

saidthey

would

usethebrand

again.LoyaltyN/A1069%16

Notes:“When

it

comesto

toys&baby

online

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;MultiPick;Base:n=38,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Childsplay

Clothing

has

a

score

of

16%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofChildsplayClothingRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Amazon16%2TEMU31%3LEGO30%Outofconsumers

who

knew

thebrand,

16%

saidtheyhadheardaboutChildsplayClothinginthe

media.

Thisranksthemeighthcompared

toother

brandssurveyed

inthismarket.4Kiddies

KingdomSmyths24%523%6BabyPlanetBuild-A-BearChildsplay

ClothingMy1st

YearsOnline4Baby22%721%816%84%916%BuzzN/A1015%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=197,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Lev