How Tom Fletcher’s The Christmasaurus is enchanting centennials on digital

In the lead up to this highly anticipated holiday season, flurries of festive content are appearing all over the kids’ media landscape. One of the earliest signs of this came from a – perhaps unlikely – combination of snow, dinosaurs, and crumpets, united to form one of the latest holiday-themed kids’ novels: The Christmasaurus by Tom Fletcher.

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Cars, iPhones and solving world hunger: the Centennial Christmas list

This is the biggest digital holiday period our industry will have ever seen. At this pivotal point in the season, our industry all has one big question on their minds: what will get to the top of kids’ Christmas lists? Our SuperAwesome Insights team hosted an in-depth knowledge sharing session last month at our London HQ, to help answer that question, and much more.

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What did kids get for Christmas? Clothes, tablets, and lots of money

In SuperAwesome’s Christmas Present Survey, run during the first week of January, money (of pretty high value) was the most common gift for kids, while those unwrapping tablets or eReaders on Christmas Day outnumbered their friends getting Smartphones.

 

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Cash

  • 60% of the children we asked (ranging from 8-16) received money as a present this Christmas
  • It appears that the age of the crumpled five-pound note from granddad appears to be over: 29% of those who got cash presents were given more than £100
  • Only 20%, in contrast, got less than £20

Clothes

  • The next most common gift after money was clothes
  • Over half the kids we asked (56%) got new clothes for Christmas this year, coming in ahead of ‘declining’ products whose hold remains strong: books (45%) and DVDs (37%)

Electronic devices

  • Constant chatter about the imminent reign of tablets seems to be somewhat justified
  • 18% of the kids we asked were given a tablet or eReader for Christmas, 5% more than received Smartphones (14%)
  • These devices also seem to have had the most impact
  • When asked which category their favourite present was in, the ‘tablets and eReader’ category came first, with 10% of all kids (48% of all those who got them) naming these as their favourite presents

We asked kids to tell us what exactly their favourite present was and were met with a sea of electronic gadgets, from Xbox Ones to Hudls (see below). Squint hard and you might just be able to make out an ordinary toy.

Xmaspresents

 

For more information, or for a sample copy of our Youthscape or OnTrack reports, get in touch with SuperAwesome Research and Innovation here.