Results

Which characteristics are you looking on an educational toy?

Which characteristics are you looking for?

Axis Title

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We can observe that there is a closed opinion between the product being attractive and also
being resistant to Impacts. Based on the description of the activity table (Annex) parents
would be interested in toys that can satisfy those concerns, the tables stand up to three times
its weight, it will support approximately a 9-year-old boy or girl 1 which also covers another
big factor in the purchasing of and educational toy which is the safety aspect of it, and
regarding the attractiveness matrix, the design and color selection of the product It has
proven to be attractive because its design is eye catching and provides visual stimulus to
the developing minds of kids
Which size of toy do you prefer?

Which size of toy do you prefer?

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Axis Title 0

Among all the different sizes the most answered by parents was Medium with almost half
of the total amount of answers. Even when this questions might deal with the perception of
each parent since its a big variable that affects other important factors such as durability
1The World Health Organization (WHO), the U.S. Centers for Disease Control
and Prevention (CDC), and the Gerontology Research Center (National
Institutes of Health, USA).

and portability concerns, during the demonstration with the focus group we got to see their
reactions to the size of the toy and the bulkiness of it, reactions were mixed but mostly
ranged from regular to good, however the activity table is regulated by the U.S. Consumer
Product Safety Commission which establish policies to fix with products classify or not to
be considered as a small product or product with small pieces ( 16 C.F.R. 1501.2(b) ).
How many components/pieces do you prefer on an educational toy?

How many components/pieces do you prefer on an educational toy?

100

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Single piece Few Many

This result was positive for the option Many this means that people is interested on give
their kids educational toys with multiple parts, this result was represented by the half of the
parents interviewed, the activity table is an item with few pieces, however parents can
choose to buy an expansion pack that includes building blocks and adds a whole level of
creative activities for their kids to experiment and learn.
In which occasions do you prefer to buy educational toys?
In w hich ocasions do you prefer to buy educational toys?

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Most people decided they will buy educational toys on special occasions, defined on the
same survey as birthdays or graduations, so based on the SE (Secretaria de Educacin)
School Calendar in Mexico the activity table has chances to be more requested or have a
better selling during months July and August. In other months the selling effect can be

variable, but with this result the company can infer that those months are good for
launching the product.
Which is the place where your kids play with educational toys?

Which is the place where your kids play with educational toys?
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The results show that Parents selected House as they predictable place for their children
to use their educational toys, the activity table is designed to be used in any environment
but it has been proven that it Works better on closed spaces, as rooms or others.
Which kind of educational activities do you prefer your kids to do with their
educational toys?

Which kind of educational activities do you prefer your kids to do with their educational toys?
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For this question we obtained two aspects with the same amount of votes from the parents,
these aspects are creating and express. One of the main aspects of the activity table is to
encourage kids to express themselves and build physically what is in their minds. The
answer to this particular question involves a lot of positivity for Amloid, because from this
can be inferred that the Activity Table will have a good 60.9 % of positivity (based on the
sum of create and express results) on or about the main objective of the activity table.

Which kind of educational toys are liked by your children?

Which kind of educational toys are liked by your children?

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Perhaps, last question might sound similar or identical to this one, but the main difference
resides in that this question is completely related to the kids opinion, for this question we
had a 48% of positivity, by this we meant that the answer received was alike to the function
of the activity table, in this case Construction/Creation.

Which is the main reason to buy educational products for your kids?
Which is the main reaso to buy educational products for your kids?

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The main reason, according to our survey, for buying educational toys is to help kids to
develop common skills, like coordination and motricity. The activity table might not help
with such physical skills but it help to mental skills and, even when this might be a negative
point for the product it stills has some chances.

Of what material, do you prefer educational toys to be made of?

Material
100

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50
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Fabric Wood Plastic Metal

Most of the parents choose plastic as they favorite material which comes as no surprise for
us since its the most used material for toys nowadays, however we still a little shocked that
wood toys which are a tradition in Mexico had such a low response percentage considering
that often parents go the traditional route. We believe that they choose this material because
is the lightest to carry and the easiest to clean, it also implies less risk factors than any other
materials and since, this correlates with the product that we want to start to sell in Mexico,
we believe that it can have a good reception with Mexican families and is on the level of
other famous brands.
How do you like to buy educational toys?

How do they buy

100

Axis Title

50
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Online

On site

Both

Almost the 57% of the parents prefer to purchase the toys directly on the stores. Based on
the information that we obtained from the focus group and later on was reinforced during
the survey we realized that the parents prefer to purchase directly on the stores because in
that way they can interact directly with the product and gives them a higher value
perception, we believe that the Mexican market remains reluctant to online purchasing,
especially when it comes to toys for kids, parents consider that is better to physically
evaluate the product rather than just watching pictures online and reading buyers reviews.
Do you like to buy educational toys from several different brand or do you usually
stick to only one?

Loyalty
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According to the focus groups that we do and the survey, the 73% of the parents prefer to
buy from several brands. We decide to ask some of them why and they tell us that they
purchase from several brands, we collected several answers and concluded that the reasons
behind brand switching are mostly related to product variety and price concerns, sometimes
a popular toy is only manufacture by a single company forcing parents to buy it even if it is
a new unknown brand, in some cases the opposite happens and the same toys in
manufactured in several styles and colors, leaving the decision to kids personal preferences
and parents price considerations. For us it means that the market is highly receptive to new
brands which is a good omen for the selling Amloid products in Mexico.
In what places, do you find more convenient to purchase toys?

Where do they buy

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Axis Title

Based on the survey and in the information that we get from the focus group, we discover
that most of the parents prefer to purchase the toys in the toy stores. This is because on the
toy stores they can find a bigger variety of toys of different prices, shapes, sizes, and colors.
Fortunately for Amloid they have plans and established relationships with major Mexican
toy stores, the negative factor is that with more options available there is also more

competition and the brands with a stronger advertisement campaign and the most attractive
packaging design will win during an impulse buying type scenario.
Where do you see educational toys advertisements more frequently?

Advertisement
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Internet Television

Radio

Billboards

Based on the survey that we applied to the parents of the children, we can see that most of
them see advertisement of educational toys in the television. As young adults that spend
most of the time seeing and listening to the media, we support this response because based
on what we see and listen every day; we realize that almost every brand that sells
educational toys, make their advertisement through commercials on the television, however
the youngest parents which are more tech savvy spent a lot more time in social media and
web browsing making it the second largest source of advertisement.
What are the brand aspects that you consider most important?

Brand Aspects
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Based on the results that we obtained in our survey, we can realize that parents, instead of
worrying about some specific aspect of the brand they group take a more general approach
and consider other aspects that may contribute to the purchase decision of a toy, shown by

the graphic in which most answers reach the 20 responses, being price the highest
concerning point, the reality is that parents make an evaluation of the value of the product
compared to the price paid for it.
What features grab the attention of your children the most in educational toys?

Features that grab the attention of the children

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Axis Title

For most of the parents, the features of a toy that attract more the attention of their children
are the multiple parts of different shapes and sizes. This is an advantage for us because the
activity table that we want to introduce to the Mexican market has several colors and an
optional expansion pack that includes building blocks from different colors and sizes that
will help the children to develop its psychomotor skills, the nature and play style that our
product has appeals to the two most important factors mentioned in the survey.
What educational toy danger aspect worries you the most?

Risks
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Axis Title

The parents of the children believe that the main risk to which their children are expose
when they are playing with toys is the asphyxia because there are a lot of plastic toys that
include may little pieces that the children can put in their mouth and this worries the parents
a lot. For this reason we believe that the activity table is a safe option for parents with
toddlers since the activity includes pieces that are large enough to avoid any danger of
asphyxiation or ingestion, a big selling factor towards safety concerned parents that want a
toy that can be used without or with little supervision.