• Market Definition
• ITP Age Brackets
• ITP Furnishings/Accessories Sales Break $8 Billion Mark in 2005
• ITP Furnishings/Accessories to Approach $9 Billion in 2005
• Table 1-1 U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2000-2010
• Über-Protective of Baby
• Under-5 Audience Evergreen, But Growing Very Slowly
• Table 1-2 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
• Ethnic Birth Rates Are Highest
• Yoga Mommies, Hipster Kids, and Luxury ITP Products
• High Technology
• Licensing Fads
• The Purchase/Wear-and-Tear/Replacement Cycle
• Over 700 Marketers of ITP Furnishings/Accessories
• Newell Rubbermaid: Graco Is World’s Top ITP Furnishings/Accessories Brand
• Crown Crafts Claims Dominance of Infant Bedding Segment
• Dorel Claims to Lead in Kids’ Furniture
• Marketing/Product Trends: The Influence of the Upscale
• Marketing/Product Trends: Technical Sophistication of Both Electronic and Mechanical Items
• Marketing/Product Trends: Increased Licensing
• Marketing/Product Trends: Up With Strollers (and Car Seats)!
• ITP Furnishings/Accessories Marketers Buy Media Worth $29 Million
• Lots of Hidden Media Expenditure, Too
• Wal-Mart, Target, Toys “R” Us, Sears Lead Kids’ Furnishings/Accessories Retailers
• Table 1-3 Top U.S. Retailers of Children's Home Furnishings and Accessories,* 2004 (Dollars in Millions)
• About 4 Million Households With Kids Under 2
• Over 9 Million Households With Kids 2-5
• Table 1-4 U.S. Households, by Age of Children Present, 2005 (In Thousands)
• Affluence Edges Up Along With Age of Young Kids in House
• Table 1-5 Demographic Characteristics Favoring the Household Presence of Children Aged Under 2 Years and 2-5 Years, 2005 (Households, in Recent 12 Months)

Chapter 2 The Products

• KEY POINTS
• Market Definition
• ITP Age Brackets
• Clarification of Other Terms Used
  • Case Goods
  • ITP
  • Market versus Category versus Segment
  • Mass Merchandiser, Supermarket, Drugstore
  • Mass
  • Specialty
  
  
• Methodology
• Furnishings and Accessories
  • Furnishings
  • Accessories or “Portable Gear”
  
  
• Age, Gender Alternative Ways To Categorize Products
• Products for “Multiples”
• Some Overlap of Product Classifications
• JPMA Safety Certification
• Car Seat Safety: LATCH Mandated

Chapter 3 The Market

• KEY POINTS
• ITP Furnishings/Accessories Sales Break $8 Billion Mark in 2005
• Yoga Mamas, High-Tech, Licensing Helped to Drive Growth
• A Purchase/Use/Replacement Cycle Is Evident
• Table 3-1 U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2000-2005
• Regionality of Sales
• Southeastern, Southwestern, East-Central Best Infant Furniture Consumer Areas
• Table 3-2 Purchasing of Children's Furniture and Infant Furniture, by Marketing Region,* 2005 (Households, in Thousands)
• Factors in Future Growth
• Über-Protective of Baby
• Birth Trends
• Various Types of Birth Rates Explained
• Table 3-3 Projected U.S. Population, by Age Bracket, 2005-2020 (In Thousands)
• Ethnic Birth Rates Are Highest
• A Big Positive: Potential Mothers on the Rise
• Table 3-4 Projected U.S. Population of Potential Mothers (Women Aged 15-44), 2005-2020 (In Thousands)
• Yoga Mommies, Hipster Kids, and Luxury ITP Products
• Dad Thinks He Knows What’s Best
• High Technology
• Licensing Fads
• Doting Grandma, Grandpa, and Other Gift-Givers
• The National Economy
• The Purchase/Wear-and-Tear/Replacement Cycle
• Durable ITP Furnishings/Accessories Are Re-Sold by Chains
• Projected Sales
• ITP Furnishings/Accessories to Approach $9 Billion in 2005
• Table 3-5 Projected U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2000-2005

Chapter 4 The Marketers

• KEY POINTS
• The Marketers
  • Over 700 Marketers of ITP Furnishings/Accessories
  • Numbers of U.S. Manufacturing Establishments
  • Table 4-1 Manufacturing Establishments* Producing Selected Infant, Toddler, and Preschooler (ITP) Home Furnishings/Accessories, by Number, and by Value of Shipments, 1997-2002 (Dollars in Thousands)
  • Companies Involved Are Predominantly Specialists
  • Table of Marketers and Brands
  • Table 4-2 Leading Marketers of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, and Their Representative Brands
  
  
• Marketer Rankings
  • Good Share Data Are Scarce
  • Newell Rubbermaid: Graco Is World’s Top ITP Furnishings/Accessories Brand
  • Crown Crafts Claims Dominance of Infant Bedding Segment
  • Dorel Claims to Lead in Kids’ Furniture
  
  
• Competitive Profile: Child Craft Industries, Inc.
  • Positioning on Fanciness, Convertibility, American Manufacture
  • Wide Distribution
  
  
• Competitive Profile: Crown Crafts, Inc.
  • Net Sales of $84 Million in Fiscal 2005
  • Crown Crafts the Largest Maker of Infant Bedding
  
  
• Competitive Profile: Dorel Industries, Inc.
  • Revenues of $1.7 Billion in 2004
  • An Acquirer by Nature, On Two Continents
  • The World Leader in Juvenile Furniture and More
  • Other Dorel Brands
  
  
• Competitive Profile: Harvest Partners/Evenflo Company, Inc.
  • Evenflo Sales Estimated at $301 Million
  • The Acquisition by Harvest
  • Extending the Evenflo Nursing/Feeding Franchise
  • The Snugli Tradition: Developmental Baby-Carrying
  
  
• Competitive Profile: Maclaren, Inc.
  • A Pioneer of High-Tech Strollers and Car Seats
  
  
• Competitive Profile: Newell Rubbermaid, Inc./Graco and Little Tikes
  • Net Sales Slip to $6.7 Billion in 2004
  • Graco the World’s Biggest ITP Furnishings/Accessories Brand
  • Little Tikes on a New Product Roll
  • A Diverse Brand Portfolio Leverages Graco and Little Tikes
  
  
• Three Stroller Marketers to Watch
  • Britax Excelsior, Ltd.
  • Bugaboo
  • Dreamer Design
  
  
• Marketing and Product Trends
  • The Influence of Upscale Products
  • Technical Sophistication of Both Electronic and Mechanical Products
  • Increased Licensing
  • Up With Strollers (and Car Seats)!
  • Table 4-3 Selected New Introductions of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2004-2006
  
  
• Consumer Advertising Expenditures
  • ITP Furnishings/Accessories Marketers Buy Media Worth $29 Million
  • Lots of Hidden Expenditure, Too
  • Toys “R” Us, Mattel, Evenflo Lead Eight Million-Dollar Advertisers
  • Plus Seven Other Significant Advertisers
  • Retailers Spend Subtotal of $6.5 Million
  
  
• Consumer Advertising Positioning
  • The Happy Baby
  • A Parent’s Lifestyle
  • Product Attributes
  • Bonding With Baby
  • Safety
  • Sources of Ad Examples
  
  
• Consumer Promotions
  • Sweepstakes
  • Seminars
  
  
• Trade Shows
  • The International JPMA Show

Chapter 5 Distribution and Retail

• KEY POINTS
• Distribution and Retail
  • The ITP Furnishings/Accessories Product Path
  • Back-Ordering versus ECR
  • Gift Registries
  • Retailer Coupons
  • A Retailer Sweepstakes
  • Wal-Mart, Target, Toys “R” Us, Sears Lead Kids’ Furnishings/Accessories Retailers
  • Table 5-1 Top U.S. Retailers of Children's Home Furnishings and Accessories,* 2004 (Dollars in Millions)
  
  
• Retail Focus: Toys “R” Us, Inc./Babies “R” Us
  • An $11 Billion Retailer
  • TRU and BRU (Babies “R” Us): The Latter Becomes a Core Biz
  • BRU’s New New York Store
  • BRU Contracts With Designer Wendy Bellissimo
  • The LBO by KKR
  • Upscale Boutiques Commandeering ITP Dollars
  • Organizing the Age-Old Tradition of Resale
  • Once Upon a Child: A Chain of 215 Resale Stores
  • The Children’s Orchard Chain of 90 Resale Stores

Chapter 6 The Consumer

• KEY POINTS
• About Simmons Data
  • What They Are
  • And How to Use Them
  • The Survey’s Overall Gauge
  • Table 6-1 Projections of Numbers of U.S. Households, by Demographic Factor, 2005 (In Thousands)
  • Marketing Regions Defined
  • The ITP Household
    • About 4 Million Households With Kids Under 2
    • Over 9 Million Households With Kids 2-5
    • Table 6-2 U.S. Households, by Age of Children Present, 2005 (In Thousands)
    • Household Dispersion of Kids by Both Age and Number
    • Table 6-3 U.S. Households, by Number of Children Present, 2005 (In Thousands)
    • Affluence Edges Up Along With Age of Young Kids in House
    • Table 6-4 Demographic Characteristics Favoring the Household Presence of Children Aged Under 2 Years and 2-5 Years, 2005 (Households, in Recent 12 Months)
    • Grandparents a Force in 38 Million Households
    • Having One or Two Kids Is Most Common
    • Table 6-5 U.S. Households, by Number of Children Present, 2005 (In Thousands)
    
    
  • The Kids’/Infant Furniture Household
    • Almost 1.7 Million Toddler/Preschooler Households Buy Kids’
    • Furniture
    • About 805,000 Infant/Toddler Households Buy Infant Furniture
    • Table 6-6 Numbers of Households Purchasing Children's Furniture and Infant Furniture, by Age of Children Present, 2005 (Households in Thousands, in Recent 12 Months)
    • As a Group, Toddler/Preschooler Households Spend More on Kids’ Furniture
    • Table 6-7 Numbers of Households Purchasing Children's Furniture, by Amount Spent, According to Age of Children Present, 2005 (Households in Thousands, in Recent 12 Months)
    • Households With Youngest Kids Skew to $250-$499 Spends for Infant Furniture
    • Table 6-8 Numbers of Households Purchasing Infant Furniture, by Amount Spent, According to Age of Children Present, 2005(Households in Thousands, in Recent 12 Months)
    • Household Characteristics Reflect Maturation of Family Groups
    • Table 6-9 Household Characteristics Most Favoring Purchase of Children's Furniture and Infant Furniture, 2005 (Households in Thousands, in Recent 12 Months)
    
    
  • Focus: The Ethnic Kids’/Infant Furniture Household
    • Hispanics Are Strongest Minority in Both Kids’ and Infant Furniture Purchasing
    • Table 6-10 Numbers of Households Purchasing Children's and Infant Furniture, by Race or Hispanic Origin of Adult Respondents, 2005 (Households in Thousands, in Recent 12 Months)
    • White Majority Has Broad Profile in Kids’/Infant Furniture Purchase
    • Table 6-11 Household Characteristics Most Favoring Non-Hispanic Whites' Purchase of Children's Furniture and Infant Furniture, 2005(Households in Thousands, in Recent 12 Months)
    • Black Purchase-Profile Is Unclear…
    • Table 6-12 Household Characteristics Most Favoring African Americans' Purchase of Children's Furniture and Infant Furniture, 2005 (Households in Thousands, in Recent 12 Months)
    • “Other”-Race Households: A Suggestion of Less Affluence
    • Table 6-13 Household Characteristics Most Favoring Other** Races' Purchase of Children's Furniture and Infant Furniture, 2005 (Households in Thousands, in Recent 12 Months)
    • Hispanics: Splits Point to Upward Mobility
    • Table 6-14 Household Characteristics Most Favoring Hispanics'** Purchase of Children's Furniture and Infant Furniture, 2005 (Households in Thousands, in Recent 12 Months)

• Players Crowding into ITP Furnishings/Accessories Market
• Thinking Beyond Entrepreneurship
• Designing and/or Licensing to Reach Yoga Mommies
• Elegant and High-Tech Design for the Masses
• Product Synergy

Appendix: Addresses of Selected Marketers