In advance of the hotline debut, LEGO DUPLO and Harris Interactive fielded an online study of 500 parents who have one or more 2-5 year old child, and whose mother or father spends at least some time with the grandchild or grandchildren. Key findings include:
- Grandpa Now versus Dad Then. Parents feel that the way their own parents play with their grandchildren is different than the way they played with them as a child. When asked whether grandparents supervise, drop in, or actively participate during playtime, 23 percent of parents said grandparents merely supervise playtime now, compared to 37 percent back then.
- Diversified Play-folio. Parents surveyed said that their own parents, as grandparents, are more often to engage in different types of activities with their grandchildren than their own grandparents did when they were children. The only exceptions? Shopping and baking.
- Playing on the floor together (40 percent recall their own grandparents doing this, while 74 percent say their children and their own parents – the children's grandparents – do so today)
- Reading together (43 percent and 64 percent, respectively)
- Going to the park (36 percent and 56 percent, respectively)
- Today's grandparents are seen as spending more time engaged physical fitness (59 percent) and traveling (54 percent) than today's parents' recollections of their own grandparents.
- Grandma, the Teacher. Parents clearly feel that their children learn when spending time with grandparents, with vast majorities indicating their children learn educational skills (87 percent) and social skills (98 percent) in the presence of their grandparents.
- More Guest Appearances from Grandparents. Today's parents indicate that their children's grandparents are more present in special occasions, with 87% of them helping to celebrate a grandchild's birthday in person and 86% joining holiday celebrations, compared to their recollection of their own grandparents participating in birthday celebrations (68%) and holiday celebrations (77%) when they were young.
- Rule-Breaking Grandparents. 84 percent of parents of young children surveyed said that their child's grandparents are likely to break at least one parenting rule with their grandchildren. Giving the child something they don't typically eat is the most expected infraction (62 percent), followed by letting them stay up later than their bedtime (45 percent), and letting them watch TV or play video games more than the parent himself or herself would allow (40 percent). But parents feel that grandparents are breaking the traditional "rules" of passive grandparenting, too, with 46 percent of parents reporting that their children's grandparents "actively participate" in playtime…even if they do it while feeding the child chocolate.