[ParentNameHere]sPlaytimeJournal Name:Age:City:

Hello

and thanks!
Welcome,andthankyouforparticipating!Weappreciateyoutakingthetimetoshareyourthoughtsandexperiencesaround playtimeandtoyswithus. Pleasereadthroughtheworkbookwhenyougetit,soyoucanplanyouractivityaccordingly. Andremember,everybodyleadsadifferentlifeandwillhavedifferentanswers.Werenotlookingforaspecificcorrect responsewerejustinterestedinwhatyouhavetosay! Itsyourviews,yourlifeandthatswhatwewanttolearnabout!

IfyouhaveanyquestionspleasecontactLizLamarat6463421423oratliz.lamar@yr.com
Note:Anyinformationyourevealthroughthisassignmentiscompletelyconfidential,whichmeansitwillnotbesharedwithanyoneoutsideofthisstudy.
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ABOUT ME
Letsstartwithanintroduction. Tellusaboutyourselfwhoyouare,whatsimportanttoyouandwhatare someofyourfavoritethingsinlife(pleasesendusyourpicture). Hi,mynameis__________________________________________.

Asyouprobablyalreadyknow,oneofthereasonsyouvebeenchosento participateisbecauseyoureayoungparent.Wedlikeyoutoanswerthese questionstohelpusgetabettersenseofhowyoufeelaboutbeingaparent.

ABOUT BEING A MOM

Ifyouhadaparentingmantra,whatwouldthatbe?

Whatdoyouthinkchangedthemostaboutyouafteryoubecameamom? Iam_______yearsold. Myfamilystatusis________________________________________. Ihave___kidswhoseagesare____________________________. Myoccupationis______________________________________. ___________________________makesmesmileeverytimeIseeit. __________________________iswhereIspendmostofmytime. ___________________________ismyfavoriteTVshow. ___________________________ismyfavoritewebsite/blog. ___________________________ismyfavoritemagazine. ___________________________ismyfavoritetechgadget. Wehearfromalotofmomsthattheyfeelsomepressureandanxiety aboutbeingamomtoday.Pleasetellushowyoufeelaboutthat. Whatisthebestpartofbeingamomtoday?Whatisthehardestpartof beingamomtoday? Doyouthinkyoullparentlikeyourmom?Whatkindofthingswillyou dolikeherandwhatofthingsyouwont? Doyouthinkyouredifferentthanpreviousgenerationsofmoms?How so?

TOY QUESTIONS
Telluswhatisgoingthroughyourmindwhenyoureintheprocessofbuying anewtoy.Whatkindofquestionsareyouaskingyourselfbeforebuyingit? Whatisyourkidsfavoritetoyatthemoment?(Pleasesendusapictureof yourchildplayingwithit.)

Whydoeshe/shelovesitsomuch? Doyoushopbybrand,bytypeoftoy,bytypeofplay,byreviews?A combinationofanyofthose?

Pleasetakeaminutetotelluswhatwasthemostsatisfyingorrewarding experienceyouvehadwithyourchildinvolvingatoy?(Theexperiencecanbe aboutbuyinganewtoy,givingitorplayingwithit.) Whatwerethelast3toysyoubought(andfromwhichbrands)?

Whatattractedyoutobuythesetoys? Thinkingaboutthattoyandthatexperience,whatifanyweresomeofthe benefitsthatitprovidedyourchild?

PLAY QUESTIONS
Pleasetellus3waysinwhichyouthinkplaybenefitsyourchild.

TOY BRAND QUESTIONS

DoesyourchildownanyFisherPricetoys? Ifso,whatishis/herfavoriteFisherPricetoy?Why? Inyouropinion,whatarethepositivesandnegativesaboutFisherPrice?

Weveheardthestatementsbelowfromsomeothermomswithyoungkids. Pleaseletusknowifyouagree/disagreeandWHY: Agoodtoyshouldprovidemychildaneducational,creative,orsocialbenefit ratherthanjustemptyplay Doyouagreeordisagree,why?

Inthescalebelow,pleasemarklineswhereyouthinkthefollowingbrandsfallonthe scalesbelowwhenitcomestodevelopmentandfun: FisherPrice,LeapFrog,Playskook,VTech,Melissa&Dougfallinthefollowingscale:

Notalotof developmental benefits

Alotof developmental benefits

Ithinkthatatoydoesntalwayshavetoteachingmychildsomethingits importanttoletkidsjustbekidsandplay. Doyouagreeordisagree,why?

Notalot offun

Alotoffun

ParentshavetoldusthattheythinkFisherPricehasawidevarietyofproductsand toys.Ifyouagree,whatdoyouperceivetobethebenefitoradvantageofthat?

IsthereanythingFisherPricecouldlearnfromothercompetitivebrands(Playskool, Leapfrog,VTech,BabyEinstein,Melissa&Doug)?

FINAL QUESTIONS
Ingeneral,whatkindofactivitiesorproductsdoyoudo/usetohelpyourchild developandgrow?

Listthefirstdevelopmentalbenefit(ifany)youbelievewouldresultfromyour childusingeachtoybelow?

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Youcanreturnyourjournalbyscanningandemailingpicture(s)to liz.lamar@yr.com,faxingtomyattentionat(212)2124560,orshippingtothe addressbelow: LizLamar Young&Rubicam 285MadisonAvenue 9thFloor NewYork,NY10017

THANKYOU!!!

Youwillbereceivinganelectronic$50TargetGiftCardasathankyouforyourparticipation.Ifyoudonotemail yourjournal,pleasesupplyanemailaddresswherethegiftcanbesent.
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