1. Toy safety
2. Educational toy
3. Price
4. Durability of the toy
5. Well designed
6. Toy the child specifically wanted
7. The brand/manufacturer's name as well known
8. The toy was unlikely to go out of fashion in the near future
9. It was a toy you could add to or buy accessories for (e.g. Lego, Barbie)
10. It was a toy suitable for various age groups

Low down was that the toy had been advertised on TV or it was the latest craze.

Source: BRMB/Mintel