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*shocker eh?
No, but seriously, beyond the headline that an impressive 97% of parents prioritise Kids Xmas lists over their own is that it is the age of 17 when lists start to get boring, no, still we await the revelations.
LEGO and their research also found that half of British adults blame their ‘unexciting’ passionless Christmas wish lists on reality and practicality and this age of 17 which we mentioned is where our wish lists shift from fantastical to functional. But, wait people there’s still hope and surprisingly enough it is the kids that saved this bit of research from having that warm blanket in front of an open-fire after a big turkey lunch effect. Children’s wish lists still brim with imagination, from winged cars to mice that can sing and, to spur on the festive spirit, LEGO are encouraging kids to reimagine their parents’ boring adult wish list items, and turn them into wonderful wish lists for the chance to have their creation turned into a real-life LEGO build! Now you have our attention. The rest of the release is below, verbatim* so we don’t miss any vital ingredients and it’ll tell you how to get involved.
*New research from the LEGO® Group today reveals a whopping 52% of British adults admit their Christmas wish lists are unexciting, with an additional 44% admitting they feel their lists are boring, uninspiring, and practical.
More than 3 in 4 Brits (86%) fear their list reflects their personality, while 46% blame adulthood for their uninspired choices. The findings also revealed that 17 is the age at which our wish lists turn from magical to mundane, with 1 in 5 Brits (22%) stating that they stopped asking for creative gifts from this age.
Gone are the days of circling items in your favourite Christmas catalogue, as the research finds practicality trumps creativity for almost half of Brits (44%) when it comes to asking for presents, with 80% secretly wishing their wish lists were more exciting. Family traditions still prevail as a sixth of Brits (16%) reported that some items on their wish list are down to family traditions they hope to uphold for years to come, perhaps another factor that hinders their creativity when it comes to writing their wish lists.
Over half of Brits (63%) confessed they haven’t been surprised by a Christmas gift in the last two years, with over a third (37%) admitting to adding ‘essentials’ to their Christmas wish lists, such as books (28%), candles (25%) or socks (19%). Sadly, 27% of Brits said they have just one ‘indulgence’ on their Christmas list.
In comparison, kids’ Christmas wish lists are far more exciting, with toys (17%), video games (14%) and clothes (11%) the most popular items requested from Father Christmas. However, the findings reveal that the job of Santa is no easy feat thanks to kids’ wild imaginations, with items such as ‘a car with wings’, a rainbow unicorn’, ‘a cat that talks’ and ‘a mouse that sings’ also topping their lists.
When children were asked whether they would be happy to receive practical gifts, 90% said yes, placing a higher value on the joy of opening gifts than the items themselves. This might come as good news for parents, as 85% of adults said the economic climate has led to more practical gift lists, with almost the entire nation (97%) stating they’ll be prioritising their kids this Christmas.
Kuran Sharma, Head of Marketing for UK & Ireland at The LEGO Group says: “It’s no secret that the older we get, the more likely we are to lose that child-like wonder we once had when it came to writing our Christmas wish lists. Understandably, the stresses of adult life can mean our playfulness and creativity take a back seat, but this Christmas, we want to send everyone a reminder that there is an inner child living within us all. What better way to do that than by challenging kids to use their Superpower of Play to give our boring Christmas wish lists a fun revamp!”
From 19th – 29th November, LEGO Wonder Lists is giving kids the chance to reimagine boring adult wish list items, and turn them into wonderful wish lists, for the chance to win prizes – including the chance to have their creation turned into a real-life LEGO build. Simply visit LEGO.com/Wonder-Lists or the LEGO Play app to enter. You can also head down to two exclusive LEGO post-boxes to find out more, located at LEGOLAND® Windsor Resort and the LEGO Store in the Trafford Centre, Manchester, for a limited time
