Get more info on this report! Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition November 1, 2010

As the U.S. economy recovers from deep recession, all eyes are on product categories that upscaled prior to the worldwide financial crashes of 2008-2009: Among such categories are young kids’ furnishings (cribs, highchairs, safety gates, etc.), accessories (baby monitors, car seats, strollers), and toys. Together, the three categories are a market valued at $17.8 billion at retail in 2010, with $22.1 billion possible in 2015, according to this update of a best-selling Packaged Facts report. Pre-2008, it seemed the parade of high-tech baby stroller brands on Main Street, U.S.A., would go on forever -- then sales of strollers priced at $1,000-plus, and sales of other top-end ITP products, were dampened by the bleak economic outlook. Yet in 2010, consumers are regaining confidence, and Bugaboo, Maclaren, Stokke, and other pricey strollers are out on the sidewalks once more. This positive turn is reinforced by parents’ quest for smarter, safer ways to raise kids; by high birth rates among U.S.-resident Hispanics; and by new evolutions of the Yoga Mom (the latest being Yoga Mom 3: Household Savior). Marketers’ creation of “mid-luxe” price-tiers has also helped them hedge against lingering after-effects of recession. In Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., Packaged Facts examines such factors in depth, plus we deliver historical sales; a dollar forecast for the year 2015; the results of our own survey of nearly 2,000 consumers; and Experian Simmons demographic data. In addition, we profile the corporate battle styles of Crown Crafts, Dorel, Leapfrog, Maclaren, MGA Entertainment, Newell Rubbermaid/Graco, Phil&teds/Mountain Buggy, and UPPAbaby.

Report Methodology

Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S. is based on information gathered from primary, secondary, and syndicated sources. Primary research involves on-site study of how these car seats, cribs, rubber duckies, strollers, and other products are sold through retail stores; Packaged Facts also consults with industry executives. These efforts complement our own demographic data-gathering: In May-June 2010, we ran a detailed survey of almost 2,000 adults, The Packaged Facts Consumer Survey 2010.

Secondary research involves the evaluation and comparison of data from mountains of articles found in financial, marketing, and retail publications, as well as on corresponding types of websites. Company literature, government agencies, and other sources also provide valuable secondary data.

Stats on market revenues and growth trends derive from all available data on the ITP furnishings/ accessories/toys marketplace, be they quantitative or qualitative; that is, a broad range of societal and economic trends are factored in, to help shape the most accurate possible view of sales progress.

Brand share data on both ITP accessories and play & discovery (infant) toys are provided by SymphonyIRI Group (formerly Information Resources, Inc., or IRI), which taps directly into checkout scanners in the three main mass-market channels, supermarkets, chain drugstores, and mass merchandisers. IRI’s proprietary InfoScan Review is widely regarded as the “bible” for syndicated retail brand share. However, Wal-Mart data are excluded from the Review, per these retailers’ stipulations.

In addition to analyzing consumers’ purchase and use of ITP furnishings/ accessories/toys based on our own survey, we also analyze data from quarterly surveys by Experian Simmons (formerly Simmons Market Research Bureau, Inc.), one of the leading compilers of demographic data in the United States.

The Bottom Line: What Your Company Really Gets...

With Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., you and your marketing team will gain a comprehensive overview of the ins and outs of this highly competitive business. Just as importantly, the report anchors ITP furnishings/accessories/toys activity in the broader consumer marketplace and societal contexts, as well as in the rapidly transforming retail scene. Such valuable qualitative perspective is supported with extensive hard data presented in well-organized tables and charts.

How Your Company Will Benefit from This Report...

If your company is already an established player in ITP furnishings/accessories/toys, this report is bound to freshen and strengthen your marketing plan. If your company is newly targeting parents of small children, then this report is a great intro to the ITP products sphere, and thus it is a launching pad for a successful venture.

The whole team -- brand managers, research and development pros, ad agencies and media departments, database managers and librarians, venture capitalists, new business specialists -- all are unified by the cutting-edge analysis in Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S..

Table of Contents

Chapter 1: Executive Summary Market Parameters ITP Age Brackets The Consumer Product Safety Improvement Act (CPSIA) 2008 ITP Furnishings/Accessories/Toys Sales Regain Momentum, Hit $17.8 Billion Mark in 2010… …And Will Hike to $22.1 Billion by 2015 Table 1-1: U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2015 (In Millions) ITP Toy Category Holds Largest Share of Sales Furnishings Share Nearly Stable Accessories Gain Ground Toys Share Largest, Yet Diminished Table 1-2: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (Dollars in Millions) Mass Dominates ITP Durables Sales by Retail Channel Table 1-3: Share of U.S. Retail Dollar Sales of ITP Furnishings, Accessories, and Toys, by Retail Channel, 2010 Birth Rates: Four Perspectives on the Hard Numbers Numbers of Live Births—They Peaked in 2008 Crude Birth Rate Hits Record Lows in 21st Century General Fertility Rate Total Fertility Rate Hovers Around 2.1 Kids Per Woman of Age 15-44 Table 1-4: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1990-2009 Hispanics, Other Ethnics Still Drive Population Growth—and Spending Power Purchase of Luxury Goods on Upswing, With Less Stigma “Green” Furnishings/Accessories/Toys Still Important Well Over 1,000 ITP Furnishings/Accessories/Toys Marketers Just 24 Significant ITP Durables Players in Mass Foreign ITP Durables Sourcing May Change in Future Dorel, Newell Rubbermaid, Western Presidio/Evenflo Lead Accessories Sales Kids II Swats Mattel in Play & Discovery Toy Segment Pre-Recession, Recession, Recovery Eras Open Up “Mid-Luxury” Tier for ITP Durables The Packaged Facts Consumer Survey 2010: We Asked America About Its Use of ITP Durables… A Third of Adults Buy Products for Kids Age 0-5—Mostly Other People’s Kids Experian Simmons Data: Core ITP Consumer-Households Slip to 16.3 Million

Chapter 2: The Products Highlights

Introduction Market Parameters ITP Age Brackets Glossary Birth Rates Carbon Footprint Case Goods Direct Ethnic Fair Trade Green ITP ITP Durable Goods, or ITP Durables Market versus Category versus Segment Mass SKU Specialty Supermarket, Chain Drugstore, Mass Merchandiser Sustainable (also, Renewable) Methodology

The Products Three Categories Are Furnishings, Accessories, Toys—Of Course Furnishings Mainly Housebound Accessories = “Portable Gear” Toys ITP Furnishings/Accessories/Toys Also Classed by Age, Gender, Benefit Age Gender Benefit Much Overlap of Product Classifications Accessories for “Multiples” Product Markets Related to ITP Furnishings/Accessories/Toys

Regulation and Safety Overview The Consumer Product Safety Improvement Act (CPSIA) 2008 Deaths in Drop-Side Cribs Prompt Legislative Action JPMA Safety Certification Available for 20 ITP Product-Types Update on Car Seat Safety: LATCH, NHTSA, ISOFIX Two Controversial Ingredients in Plastics Bisphenol-A (BPA) Phthalates Source for Recall Info

Chapter 3: Insights and Opportunities Highlights

Insights and Opportunities ITP Furnishings/Accessories/Toys Marketplace Transformed by Recession

Expect ITP Industry Shakeouts: Acquisitions Are Favored Position Green to Reel in the Green—Oh, You’ll Need Digital Exposure, Too

Chapter 4: The Market Highlights

Market Size and Growth ITP Furnishings/Accessories/Toys Sales Regain Momentum, Hit $17.8 Billion Mark in 2010 More Perspectives: Sales Year-to-Year, and versus Inflation Rates Table 4-1: U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (In Millions) Furnishings Close in on $3.3 Billion Accessories Push Upward to $6.3 Billion Toys in Rally to Nearly $8.3 Billion Play & Discovery Toy Segment Soars, Then Plunges Back to $310.0 Million Preschoolers’ Toys the Stronger Segment, But Struggles to $7.9 Billion Table 4-2: U.S. Retail Dollar Sales of ITP Toys, by Segment, 2005-2010 (In Millions) ITP Toy Category Holds Largest Share of Sales Furnishings Share Nearly Stable Accessories Gain Ground Toys Share Largest, Yet Diminished Table 4-3: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2006-2010 (Dollars in Millions) Mass Dominates ITP Durables Sales by Retail Channel Table 4-4: Share of U.S. Retail Dollar Sales of ITP Furnishings, Accessories, and Toys, by Retail Channel, 2010 Regionality of Sales Southern Residency Favors ITP Furniture Purchase Northeasterners Show Strongest Tendency to Purchase ITP Toys Table 4-5: Use of Infant, Toddler, and Pre-School (ITP) Furnishings and Toys, by U.S. Marketing Region, 2010 (Households in Thousands; In Recent 12 Months)

Factors in Future Growth A Big Disconnect: Sales, Birth Patterns Don’t Always Sync Up Population Growth Is a Positive Factor Babies Are an Evergreen Sector—Another Positive… But Number of U.S. Live Births Changes So Gradually Marketing Strategies Deepen the Disconnect Birth Rates: Four Perspectives on the Hard Numbers Numbers of Live Births—They Peaked in 2008 Crude Birth Rate Hits Record Lows in 21st Century General Fertility Rate Total Fertility Rate Hovers Around 2.1 Kids Per Woman of Age 15-44 Table 4-6: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1990-2009 Hispanics, Other Ethnics Still Drive Population Growth—and Spending Power Where Did the Yoga Mom Go?

Yoga Mom 1: The Lady Who Luncheth Yoga Mom 2: Back to Career, Tech-Savvy Yoga Mom 3: Household Savior Yoga Mom 4: More Cash, More Dash, More Flash Purchase of Luxury Goods on Upswing, With Less Stigma “Green” Furnishings/Accessories/Toys Still Important Purchase/Wear-and-Tear/Replacement Cycle Favors Some Re-Use Direct Sales Component Will Continue to Rocket Recalls: Potential Purchasers Have Easy Access to Horror Stories ...And (Yaaawwn) Tire of Them!

Projected Sales ITP Furnishings/Accessories/Toys in March to $22.1 Billion by 2015 Furnishings to Quicken Pace, Will Hit Record $3.9 Billion Accessories Category to Reach $8.4 Billion in Fast Climb Toys Expected to Leap to $9.8 Billion Table 4-7: Projected U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2010-2015 (In Millions)

Chapter 5: The Marketers Highlights

The Marketers Well Over 1,000 ITP Furnishings/Accessories/Toys Marketers Just 24 Significant ITP Durables Players in Mass Foreign ITP Durables Sourcing May Change in Future Most Players Are ITP Specialists Master Table of Marketers and Brands Table 5-1: Selected Marketers of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, and Their Representative Brands, 2010

Marketer and Brand Share SymphonyIRI Data Has Two ITP Durables Breakouts Dorel, Newell Rubbermaid, Western Presidio/Evenflo Lead Accessories Sales Table 5-2: Share of U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Accessories, Through Mass Retail Channels, by Marketer and Brand, 2010 Kids II Swats Mattel in Play & Discovery Toy Segment Table 5-3: Share of U.S. Retail Dollar Sales of Play and Discovery (Infant) Toys Through Mass Retail Channels, by Marketer and Brand, 2007-2010

The Competitive Situation Pre-Recession, Recession, Recovery Eras Open Up “Mid-Luxury” Tier for ITP Durables Key Deals: Acquisitions, Mergers, Divestments Eight Marketers Profiled

Competitive Profile: Crown Crafts, Inc Net Sales Edge Down to $86.1 Million in Fiscal 2010 Ever Reaching Out, But Sticking with Infant Bedding Crown Crafts Allies with Project Nursery

Competitive Profile: Dorel Industries, Inc. Revenues Retreat to $2.1 Billion in 2009

…But Revenues Up Solidly in 2010’s First Half After 22 Years of Acquisitions, Dorel Has Power in U.S., European Markets Dorel’s Furniture, Sports Interests Enhance Retail Leverage for ITP Durables

Competitive Profile: Maclaren Ltd. Sales Estimated at $100.0 Million-Plus in 2010 A Glorious History Leads Up to Troubled 2000s Maclaren Knows That the Best Licensing Must Be Purposeful

Competitive Profile: MGA Entertainment, Inc MGA Brands Carefully Developed and Introduced The Bratz Rights Mess That’s MGA, Not MGM!

Competitive Profile: Newell Rubbermaid, Inc./Graco Net Sales Fall to $5.6 Billion in 2009—But Gains Share in Many Product Categories Graco the All-American ITP Brand Aprica, Teutonia Cover Mid-Luxury and Luxury Price Ranges Other Famous Newell Rubbermaid Brands

Three Marketers to Watch Teacher, Aggressor, Humanist LeapFrog Enterprises, Inc.: Burdened by Learning? Phil&teds: Determined to Acquire UPPAbaby: The Humanistic, High-Tech, Celebrity Approach

Product Trends Upscale Product Designs, But with Lower Price Tags More ITP Products for Toddlers Convertibility, for Adaptability Cantilevered Designs

Consumer Advertising and Promotion One’s Love and Dreams for Baby ...Or Just Plain Old Product Shots Child Safety The Watchful Eye Freedom! Adventure! Tech Attributes Convertibility/Adaptability Sources of ITP Durables Ads

Chapter 6: Distribution and Retail Highlights

Distribution ITP Furnishings/Accessories/Toys Product Paths Path 1. Traditional Path 2. DSD Path 3. “Direct” Back-Ordering versus ECR MGA Hires Sales Force to Improve Specialty Channel Presence

At the Retail Level

Mass Continues Domination of ITP Durables Sales by Channel, in 2010 E-Tail Seen as Mounting Threat to Specialty During 2010-2015 Table 6-1: Projected Share of U.S. Retail Dollar Sales of ITP Furnishings, Accessories, and Toys, by Retail Channel, 2010-2015 NARTS Blames Mixed ITP Durables Resale Results on CPSC

E-tailer Profile: Quidsi, Inc./Diapers.com Diapers.com Doubled Sales to $182.0 Million in 2009 Top-Class Biz Duo Grow Diapers.com Lightning Fast Sorry You Had a Problem...Here’s a $100 Gift Basket! The Baby Registry

Retailer Profile: Bed Bath & Beyond, Inc./Buybuy Baby Net Sales of $7.8 Billion in Fiscal 2010 Big-Box “Buybuy” Steamrolls Across U.S., Has Lots of Markets Left to Conquer

Retailer Profile: Toys “R” Us, Inc./Babies “R” Us Sales of Almost $13.6 Billion in 2009 TRU Going Public for the Second Time—But IPO Delayed Until 2011 TRU’s History Is Intertwined with BRU’s—Since 1996 BRU: A Balanced Product Mix Includes a New Private Label

Chapter 7: The Consumer Highlights

The U.S. Baby Scene: Births and Birth Rates After Boomlet of 2002-2007, Births Slip Below 4.2 Million in 2009 Table 7-1: U.S. Live Births, by Number, and by Crude, General Fertility, and Total Fertility Birth Rates, 1940-2009 Whites Dominate Live Births, Hispanic Baby Force Leaps Past 1.0 Million Table 7-2: Number of U.S. Live Births, by Race and Hispanic Origin, 1940-2009 “The Crude” Sank to New Low of 13.7 in 2009 Table 7-3: U.S. Crude Birth Rate, by Race and Hispanic Origin, 1940-2009 (Births per Thousand of Overall Population) Hispanics Have Highest Fertility Rate—By Far Table 7-4: U.S. General Fertility Rate, 1940-2009 (Births per Thousand Women Age 15-44) Total Fertility Rate Stable in the First Decade of This Millennium

The Packaged Facts Consumer Survey 2010 Almost 1,900 U.S. Adults Polled A Third of Adults Buy Products for Kids Age 0-5—Mostly Other People’s Kids Table 7-5 Purchasing of Products Geared for Children Age Infancy Through 5, by Purchaser's Relationship with Child, 2010 (Adults, Last 12 Months) Almost a Quarter of Respondents Plan on Having Kids Table 7-6: Respondents' Plans to Have Children, by Timeframe, 2010 (Adults) Mom and Dad Lead Family Together, or It’s All Mom, Mom, Mom Table 7-7: Respondents' Answers to Question, "Which Mode Best Describes How Today's Moms and Dads Approach Their Parenting Roles?", 2010 (Adults, Last 12 Months) Four Statements About Parenting Capsulize Respondents’ Concerns

Table 7-8: Respondents' Agreement with Four Statements About Parenting, 2010 (Adults) Kids’ Product Assortment, Respondents Split Between Enthusiasm and Skepticism Table 7-9: Respondents' Answers to Question, "Which Statement Best Describes Your Feelings About the Range of Products Created/Marketed for Mom and Dad, Specifically for Them as Parents?", 2010 (Adults)

The Packaged Facts Consumer Survey 2010: ITP Furnishings Baby Furniture Bought by 24% of ITP Goods Purchasers Table 7-10: Purchasing of Furniture for Children Age Infancy Through 5, by How Obtained, and by Whether Furniture Is New or Used, 2010 (Adults, Last 12 Months) Majority of Baby Furniture Purchasers Spend Under $300 Table 7-11: Purchasing of Baby Furniture for Children Age Infancy Through 5, by Price Paid, 2010 (Adults, Last 12 Months)

The Packaged Facts Consumer Survey 2010: ITP Accessories Most Stroller Consumers Prefer to Buy New Table 7-12: Purchasing of Baby Strollers for Children Age Infancy Through 5, by How Obtained, and by Whether Stroller Is New or Used (Adults, Last 12 Months) Most Strollers Bought for Under $300 Table 7-13: Purchasing of Baby Strollers for Children Age Infancy Through 5, by Price Paid, 2010 (Adults, Last 12 Months) Over Two Thirds of Car Seat Purchasers Buy New Table 7-14: Purchasing of Car Seats for Children Age Infancy Through 5, by How Obtained, and by Whether Car Seat Is New or Used, 2010 (Adults, Last 12 Months) Most Car Seat Purchasers, Too, Spend Under $300 Table 7-15: Purchasing of Car Seats for Children Age Infancy Through 5, by Price Paid, 2010 (Adults, Last 12 Months) Table 7-16: Purchasing of Baby Monitors, by How Obtained, 2010 (Adults, Last 12 Months)

The Packaged Facts Consumer Survey 2010: ITP Toys Over Half of ITP Goods Purchasers/Receivers Pick Up Toys Table 7-17: Purchasing of Toys for Children Age Infancy Through 5, by How Obtained, and by Whether Toys Are New or Used, 2010 (Adults, Last 12 Months) The More Expensive the Toy, the Smaller the Purchaser-Base Table 7-18: Purchasing of Toys for Children Age Infancy Through 5, by Price Paid, 2010 (Adults, Last 12 Months)

The Packaged Facts Consumer Survey 2010: Where ITP Products Are Purchased Wal-Mart Patrons Lead Quartet of Retailers in Patronage by ITP Products Purchasers Table 7-19: Purchasing of Products for Children Age Infancy Through 5, by Where Purchased, 2010 (Adults, Last 12 Months)

About Experian Simmons Information What It Is How to Use It

The Overall Gauge Marketing Regions Defined Northeast East Central West Central Southeast Southwest Pacific Table 7-20: Projections of Number and Share of U.S. Households, by Demographic Factor, 2010 (Households in Thousands)

Households with Kids, Mothers to Be, and/or Grammy and Grampaw Core ITP Durables Consumer-Households Slip to 16.3 Million Table 7-21: Numbers of Children in U.S. Households, by Age (Infancy Through Age 5), 2009-2010 (Households in Thousands) Households with Expectant Mothers Drop Below 2.9 Million Sadly, Finances Postpone Baby-Making Update: “We Had a Baby!”/“We’re Gonna Have a Baby!” Update: Grandma and Grandpa, the Gift-Givers Table 7-22: Events of Life Experienced or About to Be Experienced in One’s Household, 2007-2010 (In Thousands)

Household Readership of Child-Rearing Magazines Parents Leads Child-Rearing Mags, Yet Slips to 3.2 Million Households …While the Whole Child-Rearing Mag Genre Retreats to 14.9 Million Households Table 7-23: Household Readership of Magazines About Child-Rearing, 2005-2010 (Households in Thousands, in Recent 6 Months)

The Infant Furniture and Children’s Furniture Households. 193 Over 4.3 Million Households Buy Infant Furniture Youth, Ethnic Minorities, Presence of Kids Mark Infant Furniture Consumer Base Nearly 6.9 Million Households Buy Children’s Furniture Very Similar Profile for Children’s Furniture Purchaser-Households Table 7-24: Demographic Characteristics of U.S. Households Purchasing Children’s Furniture and Infant Furniture, 2010 (Households in Thousands; In Recent 12 Months)

The ITP Toy Household Play & Discovery Toys Bought by 14.2 Million Households Pre-School Toys Bought by 13.2 Million Households Play & Discovery and Pre-School Toys Have Similar Purchaser- Household Profiles Table 7-25: Demographic Characteristics of U.S. Households Purchasing Play & Discovery (Infant) Toys, and Pre-School Toys, 2010 (Households in Thousands; In Recent 12 Months)

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