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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.

2. 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..

3. 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

4. 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

5. 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?

6. 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

7. …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

8. 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

9. 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

10. 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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