Children’s trends in Europe

Surveys the children’s market in Europe, finding that there is a general similarity in child behaviour between countries. Focuses on children’s use of technology, finding that they have high levels of creativity in anticipating designs of products like mobile phones. Moves on to the high levels of technology in children’s bedrooms, finding that, overall, 20 per cent of children between five and 12 own a mobile phone, 36 per cent have games machines, and 44 per cent have a TV set; the UK shows highest ownership of all three, but Spain has the highest level (39 per cent) of computer ownership and the highest (21 per cent) of Internet access, and Germany has the highest level (18 per cent) of DVD player ownership. Monitors what is “hot” for three to eight‐year‐olds and for tweenagers (eight to 12 years): the former show high uniformity between countries, since they see the same TV channels; Tamagotchi and Neopets remain popular, but pink “girlie” style Barbie dolls are less popular now. Judges that the latter, tweenage group, are difficult to market to, as they fall between children and teenage worlds, but that their technology‐filled bedrooms are important to them.