The U.S Market for Infant, Toddler and Preschool Toys

Published: Dec 1, 2005 - 150 Pages

Table of Contents:

Chapter 1 Executive Summary
  • 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

Abstract:

Whether used for fun or learning, young kids’ toys are their tools. As of 2005, the ITP toy industry has built sales to $4.5 billion, by providing the coolest and most efficient tools possible, utilizing licenses (from Dora the Explorer to Winnie the Pooh), educational features, and as always, ingenious design: Such factors are bigger drivers than the slowly growing ITP population... In this completely new Packaged Facts report, execs can access the sales figures (historical and projected), the competitive profiles (of Mattel, Hasbro, LeapFrog, others), and the in-depth analysis needed to shape a winning battle plan. In addition, extensive Simmons demographic data are presented and interpreted.

What You’ll Get in this Report
The U.S. Market for Infant, Toddler and Preschool Toys makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Infant, Toddler and Preschool Toys offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the young child’s toy and game industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for infant, toddler and preschool toys, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for young children’s toys based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for infant, toddler and preschool toys and games.
  • Research and development professionals stay on top of competitor initiatives and explore demand for children’s toys.
  • Advertising agencies working with clients in the toy industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Get full details about this report >

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