The most important and comprehensive activity of every child is play. Rich and diverse, exhilarating and dynamic, it is an inevitable experience of every childhood. If you ask a modern child what kind of play he/she likes, you will often hear the answer that he likes to play with this or that toy. The activity of playing is more and more tied to a specific object than to a theme or method of play. Although playing is also possible with ordinary, everyday objects from the child's household or environment (natural material, unshaped, etc.), the trend of buying special toys is increasing every year. In parallel, the advertising industry focused on children and toys is also growing, along with children's desires for specific toys. The first objective of this thesis was to determine the discrepancy between the desires of parents and children regarding the characteristics of toys. The second objective was to determine which communication processes and channels influence the final decision and purchase of children's toys. In order to achieve the objectives of this paper, 12 people were interviewed. The results show that children and parents do not have the same criteria for selecting toys. Children primarily set their criteria based on their own play experiences, while parents use different communication channels to make an informed purchase decision that is consistent with the toy characteristics they desire.