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2 in 3 parents say their kids are doing better than when they were kids

If time travel were possible, two out of three Americans would travel as children (64%), according to a recent survey.

The survey of 2,000 parents of children aged 5 to 18 asked respondents to reflect on their childhood, revealing that what they miss most about their childhood is not having responsibilities (67 %) and not to be stressed (57%).

More than half also said they miss childhood friends (53%), family reunions (52%) and holiday parties (52%).

What brings these parents back to their childhood? Respondents listed watching their favorite childhood movies and TV shows (65%), vacations (51%), and hearing certain sounds, such as ice cream truck jingles (48%), as the top three things which instantly remind them of their youth.

Realized by Disney Mini Brands and OnePoll, the survey delved deeper into the element of nostalgia, with three in four parents saying they remember their youngsters “often” or “always” (75%).

A majority of them even shared stories about their childhood with their children (90%).

Moreover, two out of three parents admit that their children’s childhood was much better than theirs (67%) because they think their children have more opportunities in life (65%), have more access to technology (57%) and receive more affection than they received as children (56%).

Although 76% of parents view their children as mini-versions of themselves, most of them credit their children with making them better people (93%).

Reflecting on their youth, 83% said they are happy to have grown up when they were born. A similar percentage think growing up in those days is much harder now than when they were kids (81%).

“We’re seeing the trend toward nostalgia in toys more than ever before,” said Robbie Mercer, Chief Marketing Officer, Mini Disney Brands. remember playing as kids, or want to find something kids and parents can enjoy together.”

And when it comes to the holidays, 70% share that they feel nostalgic when the winter holidays arrive.

Parents say holiday mornings are their favorite times of the season as they see their children play with their toys (60%), and it’s also a time to watch holiday movies together (50%), preparing brunch (46%) and sleeping in (42%).

The holidays aren’t complete without gifts as parents plan to gift their kids’ clothes (74%), toys (55%) and electronics (52%) this year.

With toys being a popular gift, 61% of parents aren’t ashamed to say their kids had better toys than they did growing up.

Yet four in five parents prefer to buy their children toys they played with growing up (38%).

“Parents today are looking for opportunities for more quality and meaningful time with their children,” Mercer added. “We believe in transcending generational gaps and allowing parents to forge their childhood nostalgia into new memories.”

Survey methodology:

This random, double-consent survey of 2,000 parents of children aged 5 to 18 was commissioned by Disney Mini Brands between the November 11th and November 15, 2022. It was conducted by the market research company OnePollwhose team members are members of the Market Research Society and have a corporate membership in the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion Research and Marketing (ESOMAR).

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