Children grow older younger

Leading toy manufacturers are increasing their focus on children, as research proves youngsters are maturing faster than ever, while several European countries prepare strict legislation to protect children from hard-sell tactics.

Dragon creative director Greg Vallance, who has designed several products for the Early Learning Centre, says a syndrome has developed called Kids Growing Older Younger.

“Things that were appropriate for a five-year-old in 1990 are now appropriate for a three-year-old and manufacturers have adjusted their age ranges accordingly,” says Vallance.

See News Analysis, page 8