Moms ask gift-givers for toys that foster imagination, unplug the playroom.

More moms want to see creative and construction toys among this year's holiday gifts for their children, leaving more to children's under-served imaginations, they say. A new survey out today from Silver Stork Research found the majority of moms (66%) with school-age children plan to purchase construction and creative toys this holiday season. Construction and creative toys also top moms' wish lists for the types of toys they'd like their children to receive from gift-givers, with many moms saying they wish their child spent more time using their imagination when playing.

"Moms recognize the power of play, particularly when it comes to toys they believe foster their children's imagination," commented the survey's director, Marta Loeb, Silver Stork Research. "In addition, a new generation of moms - many who grew up as latch-key kids - is determined to be more involved in their children's lives. In the play arena, this means choosing toys and games that will expand their child's horizon."

Moms surveyed said they would like to see children using their imagination more during playtime. That's because they see a direct correlation between imagination and learning, with 74% saying the more children use their imagination the better they will do in school.

"The holidays are often about that 'hot, new toy that does x, y and z,' and sometimes classic toys can be overlooked," commented Michael McNally, senior brand relations manager, LEGO Systems Inc., who commissioned the survey to find out what's topping parents' lists and why this holiday season. "There is always so much focus on what children want for the holidays, it's interesting to take a step back and view the playroom from a parent's perspective, especially at this time of year when parents have an opportunity to give something that gets kids imagining and creating well beyond the holiday season, into next year."

Key Findings
• 66% prefer toys that require imagination and creativity56% would like their child to play more with construction or creative toys
• 66% plan to purchase construction or creative toys this holiday season
• 62% plan to include board games on their holiday shopping list
• 75% believe playtime is as important as school time
• 51% say they play more with their child when playtime doesn't involve electronics

Methodology
Survey results are based on responses from 531 moms of boys and girls between the ages of 5 and 10 years old. Responses were received from Silver Stork's online mom panel and a random sample of the general web population. The survey sample included mothers from 46 states ages 25-50 years old. The survey results are statistically accurate at a 95% confidence level (+/-5%).

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About Silver Stork Research
Silver Stork Research is the leading market research provider focused exclusively on moms and the family. Maintaining a database of more than 10,000 U.S. moms, Silver Stork specializes in primary market research and reporting emerging trends related to the consumer behaviors of moms. Silver Stork authored and published in partnership with MarketResearch.com the first-ever nationally syndicated report on the US Mom Market (2003), with a second edition due this year.

Parents can find creative play tips and more on parents.lego.com