BIGresearch CIA Survey: Toy Safety Weighs on Consumers’ Minds

58% Plan on Avoiding Toys from China and Older Consumers Will Avoid Most

COLUMBUS, OH -- (MARKET WIRE) – 11/20/07 – When it comes to buying toys this holiday season, it looks like grandparents may take a pass and buy the grandchildren something else, according to the 7,982 consumers who participated in BIGresearch’s (http://www.bigresearch.com) November Consumer Intentions & Actions Survey (CIA).

“The ‘lead paint scare’ for toys made in China is causing consumers, particularly those 55+, to avoid toys from China. Rather than taking the chance of giving something that may be harmful, these older consumers will probably just opt for clothing, books, CDs, or DVDs for grandchildren,” said Gary Drenik, President of BIGresearch.

The survey asked consumers if they would be “avoiding toys made in China” this holiday season. As consumers age, so does the intent to avoid:

When shopping for toys this holiday season, will you be avoiding toys made in China? 

            Adults
                (18+)      Men        Women 18-24     25-34     35-44     45-54     55-64     65+         <$50K    $50K+
Yes         57.5%    53.0%    61.8%    37.8%    48.8%    56.0%    62.7%    70.0%    68.3%    57.8%    58.2%
No           42.5%    47.0%    38.2%    62.2%    51.2%    44.0%    37.3%    30.0%    31.7%    42.2%    41.8%

About BIGresearch
BIGresearch is a consumer intelligence firm providing solution-based insights of consumer behavior, present and future, in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the Consumer Intentions and Actions Survey (CIA) and the Simultaneous Media Survey (SIMM). More information is available at http://www.bigresearch.com.