To support a growth strategy, a global toy manufacturer sought to better understand the market for toy vehicles and the competitive landscape and determine the size of the opportunity for this product category.

To answer these questions, CMB designed and conducted quantitative research among kids aged 3-17 and adults in eight global markets: US, UK, Germany, Russia, France, Brazil, Mexico, and Japan.

Delivering an in-depth profile of the toy vehicle target (overall and by market), our research identified play patterns, ranked purchase drivers, and provided an in-depth competitive analysis of brand perceptions.

This research has helped our client make critical decisions around marketing, product development, and resource allocation strategies for our client’s toy vehicle brands.