Early finding from the first major toy research within duty free and travel retail indicate impulse purchases make up around 80% of the toy sales in airports and that brand recognition is among the top three reasons why people buy a toy.

Danish toy company, Lego, commissioned analyst, M1nd-set, to do the research among European and Asia Pacific consumers in DF&TR. The survey covers insights from passengers who have recently been travelling internationally and visiting a duty free shop.

Europe and Asia Pacific are important regions for Lego’s DF&TR business and the final report findings are expected to unearth further answers to a range of questions such as the passengers’ motives for buying toys in airports, the profile of the typical toy purchaser, products purchased, and who is the intended receiver of the toys.

“We are actively looking for opportunities to grow our presence in travel retail – particularly in Europe and Asia/Pacific,” says Annette Rosendahl, Travel Retail Senior Manager at The Lego Group. “The survey results have given us tangible findings and concrete recommendations. We believe that the toy category within travel retail has good growth potential.”