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• £1 BILLION WASTED ON UNWANTED KID’S CHRISTMAS GIFTS 84% of Kids Disappointed with Presents
• Toy Company Invites Youngsters into the Boardroom to help Save Christmas

As families prepare once again for the festive season, research shows that more than £1 billion is wasted by parents on gifts for their offspring each year - as 84% of kids in the UK admit to being disappointed with the presents they receive on Christmas morning.

The survey, conducted by toy manufacturer Martin Yaffe, also revealed that 76% of people did not have a clue what to buy younger family and friends. This comes, despite the fact that a whopping average of £378* is spent per child on Christmas presents in the UK every year.

In light of the results, and to help present buyers this Christmas, Martin Yaffe launched a national search for kids to join a unique ‘play panel’ of toy boffins at its headquarters. Ten of the most fun-loving and outspoken kids were selected from hundreds of applicants.

The ‘play panel’ was invited to put toys that are set to hit the shelves in time for Christmas through their paces, including current favourites: Bob the Builder, Fireman Sam, Dora the explorer and Rupert Bear, as well as introducing entirely new concepts from the Born to Play range, such as ‘Odd Bodz’ and ‘Miss Wheelz’.

Peter Hatton, Toy Director at Martin Yaffe says: “We wanted to find out directly from kids which toys they really enjoyed playing with and why. Rather than rely on previous predictions drawn up by adults or temporary Christmas staff in the toy shops, we felt it would make good business sense to ask our end user what they wanted and why - even if some of them are only three years old!”

After hours of toy testing, the kids met around the boardroom table with their
favourite toys to discuss their findings and deliver their definitive top toys for younger children this Christmas. Below is the definitive list of favourite toys for children and why they liked them to ensure that parents get it right this Christmas.

No.1 – Bob the Builder Snaptrax Garage & Car Wash set – Kids loved the working carwash and dryer. Age 3+. RRP approximately £29.99 – 39.99

No.2 – Rupert Bear’s Treehouse – Kids had seen Rupert in the recent television and DVD series and loved the tree house and its many features. Age 3+. RRP approximately £29.99 – 39.99

No.3 – Oddbodz – The kids enjoyed playing with the colourful characters and vehicles, that could be dismantled to create crazy new ones. Age 3+. RRP approximately £3.99 - 34.99 per set.

No.4 – My Friend Rupert Bear – Their imagination was captured by the interactive element of this Rupert Bear toy, which speaks to them and suggests games to play . Age 3+. RRP approximately £29.99 - 34.99

No.5 – Miss Wheelz – Girls loved the glamorous cars with their detachable ‘share and wear’ jewellery as well as the cool figures. Age 4+. RRP approximately £16.99 – 19:99

No .6 – Remote Control Scrambler – Both boys and girls enjoyed driving around the easy to operate Scrambler, from hit pre-school TV show Bob the Builder. Age 3+. RRP approximately £19.99

No.7 – Bob the Builder Tool Bench – This was a hit for boys, who enjoyed emulating their hero Bob. Age 3+. RRP approximately £44.99

No.8 – Postman Pat, Amy & Horse Box Playset – Girls and boys liked this set of new vehicles and characters, which they had seen on their favourite TV show. Ages 3+. RRP approximately £16.99

No.9 – Fireman Sam Remote Control Jupiter – This toy held its own, proving that kids still love traditional role models such as fire-fighters. Ages 3+. RRP approximately £24.99

No. 10 – Dora the Explorer sticker maker & badge making kit – This really appealed to the creative and artistic side of the girls in the group. Ages 4+. RRP approximately £9.99 each

Peter Hatton, continues; “The play panel was a lot of fun and gave us some great insight into the behaviour and thinking of kids. We would now like to share this information with uncles, aunts or family friends who may not know their Dora from their Bob or struggle when buying Christmas gifts for little ones. If it helps to avoid disappointment on Christmas morning we’ve definitely done our job!”

For further information please contact:
Amy Garbutt, Beattie Communications,
Tel. 0113 231 0302 email: amy.garbutt@beattiegroup.com

Notes to Editors
Martin Yaffe
• Martin Yaffe International is a design, import and manufacturing company, established in 1987. It as a major player in the toy, electrical and housewares industries.
• The Company’s main activities are the design, manufacture and distribution of character licensed toy products under the Born to Play brand and electrical and housewares products under the Swan brand.
• Martin Yaffe International has also bought the well established ‘Beldray’ brand and intellectual property rights, together with its associate brands – Kiddiproof, Dennison and Ryland.
• For further information please visit www.martinyaffe.com
* Deloitte November 2006




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