SuperAwesome 2025 Holiday Insights Report Available Exclusively to Toy Association Members

stock image of kid holding a presentJuly 25, 2025 | Parents may be doing the toy buying, but kids are calling the shots. SuperAwesome, a platform that helps brands safely engage with kids and teens online, has partnered with The Toy Association™ to offer members access to a timely new report, “A Deep Dive into the Holiday Season for 6–12 Year Olds,” exclusively through August 5.

The custom report, from SuperAwesome’s Holidays Unwrapped: Family, Fandoms and the ’25 Wishlist, was developed for Toy Association members and provides a comprehensive look at the key trends shaping holiday shopping behaviors. Based on U.S. data from SuperAwesome’s Family Influence Tracker, it explores:

  • Parental spending expectations for kids ages 6 to 12
  • The most-wanted gift categories this season, according to kids
  • The growing power of fandoms
  • What’s influencing kids’ choices — and how that affects parents’ buying decisions
  • The difference between what parents think kids want and what kids really want
  • What kids care about most during the holidays

Members may reach out to Anne McConnell, senior director of market research & educational initiatives at The Toy Association, to request a copy of the report.