A new survey carried out by toy company LeapFrog has highlighted a trend for licensed products, with 72 per cent of parents agreeing that their child's favourite character assists with their learning.
The result was a key finding in the research, which was commissioned by LeapFrog to try and understand the thoughts and concerns of British parents today as part of the LeapFrog Learning Path.
Launching in October, the Learning Path is a unique online tool which allows parents to see their child's learning progress.
Regular storytime and educational toys are the top two most popular ways that parents aid their kids at home, with 92 per cent frequently reading with their child and 78 per cent using educational toys.
Parents agreed that it is good for their children to learn computer and IT skills at an early age (92 per cent surveyed) and 76 per cent of parents allow their child to use the internet.
Of these, 54 per cent allow their children to have a limited time to play on the internet, 50 per cent closely monitoring the content used.
"The response from parents shows there is a clear need for more information on children's learning progress, particularly when it comes to reading," said Dr Janine Spencer, LeapFrog Toys child development consultant. "It's exciting that LeapFrog has answered this by launching the Learning Path."