Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition

Date: November 22, 2010
Pages: 200
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Report type: Strategic Report
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Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition
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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.
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)

APPENDIX: ADDRESSES OF SELECTED MARKETERS
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