• Scope of This Report
• ITP Toys Categorized by Age/Gender-Suitability, Purpose, Type
• Product Types
• Sales Trend Up to Almost $4.6 Billion
• ITP Toys to Climb to $5.2 Billion by 2010
• Table 1-1 U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Toys, 2000-2010 (In Millions)
• Infant Versus Toddler/Preschooler Toy Sales
• Mass, Including Large Toy Chains, Accounts for Two Thirds of ITP Toy Sales
• Context: ITP Outperforms Overall Toy Market
• Factors in Future Growth
• Under-5 Audience Evergreen, But Growing Very Slowly
• Table 1-2 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
• ITP Educational Toys to Keep Driving Sales
• Licensing a Big Driver, Too
• Status Toys: Yoga Mommies and Hipster Kids
• The National Economy
• Of 500-600 ITP Toy Marketers, a Handful Dominate
• Mattel at Top of ITP Toy Business
• Hasbro Leads Rest of Pack
• In Mass, Russ Berrie and Kids II Lead Infant Toys
• Table 1-3 Share of U.S. Retail Dollar Sales of Infant Toys in Mass Retail (Supermarkets, Chain Drugstores, Mass Merchandisers), by Marketer and Brand, 2004-2005 (Dollars in Thousands)
• Marketing Trend: ITP Toys Offer Opportunity to Create Licensable Properties
• Product Trend: Interactive Electronic Toys
• Product Trend: Playsets
• ITP Toy Marketers Spend $221 Million to Advertise in 2004
• ...But Much Ad Spending Is Hidden
• Mattel, Haz, LeapFrog, Lego Are Leading Advertisers
• Retailers’ Margins
• Retail Focus: Toys “R” Us, Inc.
  • An $11 Billion Retailer
  • TRU and BRU (Babies “R” Us)
  
  
• The ITP Consumer
  • Almost 15 Million Households Buy Infant Toys/Games
  • Over 13 Million Households Buy Preschool Toys/Games
  • Grandparents, College, Affluence Favor ITP Toys/Games Purchase
  • Table 1-4 Household Characteristics Most Favoring Purchase of Toys and Games, by Age Segment, 2005 (Households, in Recent 12 Months)

Chapter 2 The Products

• KEY POINTS
• Introduction
  • Scope of This Report
  • Clarification of Terms Used
  • Methodology
  
  
• The Products
  • ITP Toys Categorized by Age/Gender-Suitability, Purpose, Type
  • Age-Suitability
  • Gender-Suitability
  • Purpose
  • Product Type
  • ITP Toys as Collectibles or Knick-Knacks

Chapter 3 The Market

• KEY POINTS
• Market Size and Growth
  • Sales Trend Up to Almost $4.6 Billion
  • Educational Toys, Licensing Among Drivers in 2000-2005
  • Table 3-1 U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Toys, 2000-2005 (In Millions)
  • Infant versus Toddler/Preschooler Toy Sales
  • Mass, Including Large Toy Chains, Accounts for Two Thirds of ITP
  • Toy Sales
  • Infant Toys Plunge to $376 Million in Mass
  • Table 3-2 U.S. Retail Dollar Sales of Infant Toys in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), 2000-2005 (In Millions)
  • Age-Specific Infant Toys Struggle Near $80 Million in Mass
  • Table 3-3 U.S. Retail Dollar Sales of "Play and Discovery" Toys Specifically Positioned for Infants, in Mass Retail Channels (Supermarkets, Chain Drugstores, Mass Merchandisers), 2000-2005* (In Millions)
  • Regionality of Sales
  • Infant Toy Households Numerous in South, But Midwest Favors Purchase More
  • Toddler/Preschooler Toy Households Also Numerous in South; Northeast Most Favors Purchase
  • Table 3-4 Purchasing of Infant and Toddler/Preschooler (ITP) Toys, by Census Region, 2005 (Households, in Thousands)
  • Context: ITP Outperforms Overall Toy Market
  
  
• Factors in Future Growth
  • Love, Care, Entertainment: America’s Respect for Play
  • ITP Educational Toys to Keep Driving Sales
  • Birth Trends
  • Various Types of Birth Rates Explained
  • Under-5 Audience Evergreen, But Growing Very Slowly
  • Table 3-5 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
  • Ethnics’ Birth Rates Are Highest
  • A Big Positive: Potential Mothers on the Rise
  • Table 3-6 Projected U.S. Population of Potential Mothers (Women Aged 15-44), 2005-2020 (In Thousands)
  • Licensing a Big Driver
  • Status Toys: Yoga Mommies and Hipster Kids
  • Dad Thinks He Knows ITP Toys
  • Doting Grandma, Grandpa, and Other Gift-Givers
  • Innovations and Fads
  • The National Economy
  
  
• Projected Sales
  • ITP Toys to Climb to $5.2 Billion by 2010
  • Table 3-7 Projected U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Toys, 2000-2010 (In Millions)

Chapter 4 The Marketers

• KEY POINTS
• The Marketers
  • Of 500-600 ITP Toy Marketers, a Handful Dominate
  • Both ITP Specialists and Diversified Companies Involved
  • Table of Marketers and Brands
  • Table 4-1 Leading Marketers of Infant, Toddler, and Preschooler (ITP) Toys, and Their Representative Brands
  
  
• Marketer and Brand Shares
  • Special Note
  • Mattel Dominates ITP Toy Business
  • Hasbro Leads Rest of ITP Toy Pack
  • In Mass, Russ Berrie and Kids II Lead Infant Toys
  • Share-Picture in Mass Reflects Market Volatility
  • Table 4-2 Share of U.S. Retail Dollar Sales of Infant Toys in Mass Retail (Supermarkets, Chain Drugstores, Mass Merchandisers), by Marketer and Brand, 2004-2005 (Dollars in Thousands)
  
  
• Competitive Profile: Hasbro, Inc./Playskool
  • Net Revenues Retreat to $3 Billion in 2004
  • Table 4-3 Hasbro, Inc., Net Revenues by Product Class, 2002-2004 (In Millions)
  • A Rosier Outlook for 2005
  • Playskool and a Host of Other Brands Enjoyed by ITP Crowd
  • Wedding Toys, Traditional Board Games With Entertainment Media
  • Other Hasbro Brands Are Household Words, Too
  
  
• Competitive Profile: LeapFrog Enterprises, Inc.
  • Sales of $640 Million in 2004
  • A Player With All the Right Moves
  
  
• Competitive Profile: Mattel, Inc.
  • Net Sales of $5.1 Billion in 2004
  • Table 4-4 Mattel, Inc., Revenues, by Brand and Geographical Segments, 2002-2004 (Dollars in Millions)
  • ...And Guarded Optimism for 2005
  • Fisher-Price the Top ITP Brand: “Play. Laugh. Grow.”
  • Making Over the Fisher-Price Website
  
  
• Competitive Profile: Newell Rubbermaid, Inc./The Little Tikes Company
  • Net Sales Slip to $6.7 Billion in 2004
  • Little Tikes on a New Product Roll
  • A Diverse Brand Portfolio Leverages Little Tikes
  
  
• Competitive Profile: Russ Berrie and Company, Inc.
  • Net Sales in Slide to $266 Million in 2004
  • Showing Some Sass in Specialty, and Now in Mass
  
  
• Three Marketers to Watch
  • The Boppy Company
  • Gund, Inc.
  • Vtech Holdings, Ltd.
  
  
• Marketing and Product Trends
  • Licensing Long a Fact of Life
  • Table 4-5 A Sampling of Current and Future Popular Licenses
  • Table 4-6 Top Ten Licensors, 2004 (Dollars in Billions)
  • ITP Toys Offer Opportunity to Create Licensable Properties
  • Interactive Electronic Toys
  • Playsets
  
  
• Consumer Advertising Expenditures
  • ITP Toy Marketers Spend $221 Million to Advertise in 2004
  • ...But Much Spending Is Hidden
  • Mattel, Hasbro, LeapFrog, Lego Are Leading Advertisers
  • Five Other Million-Dollar Spenders
  • Other Advertisers
  
  
• Consumer Advertising Positioning
  • Pitches to Parents and Pitches to Kids
  • Product Features
  • Cross-Plugging Other ITP Markets
  • Retailer, Marketer Co-Tags
  
  
• Trade Shows
  • Licensing International

Chapter 5 Distribution and Retail

• KEY POINTS
• The ITP Toy Product Path
• Mass Merchandisers Account for Two Thirds of Retail Dollars Margins
• Retail Focus: Upscale Boutiques versus Thrift Chains
  • Upscale Boutiques Stealing ITP Toy Dollars
  • Organizing the Ages-Old Tradition of Resale...
  • Once Upon a Child: A Chain of 215 Resale Stores
  • The Children’s Orchard Chain of 90 Resale Stores
  • Trend to Interactive ITP Toys Limits Upscalers and Resellers
  • Retail Focus: Toys “R” Us, Inc.
    • An $11 Billion Retailer
    • TRU and BRU (Babies “R” Us)
    • The LBO by KKR

Chapter 6 The Consumer

• KEY POINTS
• Simmons Data Explained
• What They Are…
• How to Use Them…
• Marketing Regions Defined
• Northeast
• East Central
• West Central
• Southeast
• Southwest
• Pacific
• The Survey’s Overall Gauge
• Table 6-1 Projections of Numbers of U.S. Households, by Demographic Factor, 2005 (In Thousands)
• The ITP Toy Consumer-Household
  • Summary of Data
  • Table 6-2 Household Characteristics Most Favoring Purchase of Infant and Preschooler Toys, 2005 (Households in Thousands, in Recent 12 Months)
  • Almost 15 Million Households Buy Infant Toys/Games
  • Over 13 Million Households Buy Preschool Toys/Games
  • Other Toys/Games Bought for Infants/Preschoolers, Too...
  • Table 6-3 Household Purchase of Toys and Games, by Number of Households,* According to Product Type, 2005 (Households in Thousands, in Recent 12 Months)
  • Grandparents, College, Affluence Favor ITP Toys/Games Purchase
  • Table 6-4 Household Characteristics Most Favoring Purchase of Toys and Games, by Age Segment, 2005 (Households, in Recent 12 Months)
  • Stats on Presence of Kids Are Complex, Not Definitive - But Prove Gift-Giving
  • Households Without Kids Are Major Gift-Givers
  • Table 6-5 Numbers of Households Purchasing Infant and Preschooler Toys and Games, by Age of Children Present, 2005 (Households in Thousands, in Recent 12 Months)
  • Infant Toys/Games: White Purchasers Most Numerous, But Hispanics Display Greatest Tendency
  • Preschool Toys/Games: White Purchasers Most Numerous, Asians Have Greatest Tendency
  • Table 6-6 Numbers of Households Purchasing Infant and Preschooler Toys and Games, by Race or Hispanic Origin of Adult Respondents, 2005 (Households in Thousands, in Recent 12 Months)
  • 15 Million Households Spend $200+ on Infant/Preschool Toys/Games
  • Table 6-7 Numbers of Households Purchasing Infant and Preschooler Toys and Games, by Amount Spent, According to Age of Children Present, 2005 (Households in Thousands, in Recent 12 Months)
  
  
• The ITP Toy Consumer: Psychographics
  • A Picture of Caring and Providing -- Not Just Indulging
  • Implications for Marketing to Parents
  • Table 6-8 Agreement With Various Statements, by Household Purchase of Infant Toys and Preschool Toys, 2005 (Households)

Chapter 7 Trends and Opportunities

• Advice One: Interact!
• Advice Two: License!
• Advice Three: Explore Extremes of the Polarized U.S. Retail Scene