French Toys & Games search trends: kids “stuck at home"As of March 21, 2020

HYPOTHESIS

Since kids recently, and will increasingly, spend most of their time at home, parents might search more for toys and games

Kids toys & games searches increased after the government’s first TV speech about COVID-19

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21t; Network : all network traffic; Devices: All“Search list” means the figures are for a group of queries not a single one

Searches for kids’ toys and games (search list)

HYPOTHESIS

As schools are closed, parents might prioritize educational tools

Educational games is the search category with the highest growth, but…

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21th; Network : all network traffic; Devices: All“Search list” means the figures are for a group of queries not a single oneGaming = video games

0

100

200

300

400

500

600

Week 9 Week 10 Week 11 Week 12

Index of Toys & Games category searches against Week 9 (search list)Jeux éducatifs (Educational games)

Kids gaming (Kids gaming)

Jeux de société (Board games)

Puzzle (Puzzle)

Poupée mannequin (Mannequin doll)

Mini poupée, Mini univers (Mini doll,Mini universe)

…educational games (and schoolbooks) peaked only during the first days of schools being closed.

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21th; Network : all network traffic; Devices: All“Search list” means the figures are for a group of queries not a single one

Searches for educational games compared to schoolbooks (search list)

Jeux éducatifs (Educational games) Livre scolaire (School book)

HYPOTHESIS

As most family members are at home, parents might prioritize low noise toys & games

Noisy toys and games searches grew faster than quiet toys and games, perhaps because noise “offsets” the feeling of being alone

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21th; Network : all network traffic; Devices: All“Search list” means the figures are for a group of queries not a single one

0

50

100

150

200

250

Week 9 Week 10 Week 11 Week 12

Quiet vs. noisy toys and games searches, indexed to Week 9 (search list)

Quiet Activity Noisy Activity

HYPOTHESIS

As parents may be busy, they might prioritize toys & games that kids can play by themselves

Searches for toys and games that kids can play by themselves haven’t grown faster than average*

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21th; Network : all network traffic; Devices: All* Average = “toy”, ”games”, “kids activity” used as comparison basis

0

20

40

60

80

100

120

140

160

180

Week 9 Week 10 Week 11 Week 12

"By themselves" toys and games searches vs. generic, indexed against Week 9 (search list)

"By themselves" Toys &Games Generique (Generic) as comparision

Category trends

Of the top categories (search volume and growth),only imitation and disguise are trending flat or down

Source: Microsoft Internal Data; Country : France; Period : Feb 23th to March 21th; Network : all network traffic; Devices: All*Licence : Major brands**Example : cooking,…

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Licence* (Licence)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Kids gaming (Kids gaming)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Puzzle (Puzzle)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Jeux de société (Board games)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Poupées (Dolls)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Loisirs créatifs (Creative hobbies)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Déguisement (Disguise)

23-F

eb26

-Feb

29-F

eb3-

Mar

6-M

ar9-

Mar

12-M

ar15

-Mar

18-M

ar21

-Mar

Jeux d'imitation** (Imitation games)