U.S. K-12 School Products Market Assessment

Countries covered: United States The U.S. K-12 School Products Market Assessment is a comprehensive strategic analysis of the manufacturers' sales market for school and school-related products, including general supplies, back-to-school items, planners and organizers, educational materials, arts and crafts, and toys, gifts and novelty items. It is based on the perspective of manufacturers and suppliers, and therefore, represents the cumulative opinion of key players regarding important issues that face companies serving the market. This report includes fact and opinion-based information and is presented with charts, discussion, and analysis that describes and assesses the raw data. Issues addressed in this study include: Market size, in dollars, at the manufacturer sales level (total industry sales by manufacturers and U.S. suppliers of school products). Market segmentation by product category. Market growth. Competitors and market shares. Discussion of distribution channels. Profitability trends and expectations. Market trends and dynamics affecting the industry. Key factors for successful participation in the market. Opportunities and challenges facing market participants. Scope. The information in this study pertains to the U.S. market for school products only. Issues that are addressed in the present refer to the calendar year 2001; this study also addresses past and future trends and growth patterns for three years prior and the foreseeable future. The information in this study is derived from the perspective of manufacturers and suppliers of school and school-related products, and it does not include retail data (e.g., point-of-sale data) or consumer information (e.g., focus groups, mail surveys, etc.), unless otherwise noted in the report. Please see the market definition on page eight for a list of product categories that are included and not included as part of this market assessment.

• School supplies, general – binders and folders (not organizers), erasers, notebooks and writing pads/books, pencil sharpeners, staplers, writing instruments (pens, pencils, highlighters, markers).
• Back-to-school products – back packs/school bags, book covers, chalkboards, lap desks/trays, lunch kits/boxes and insulated items, pencil pouches, rulers and scales, storage and pencil boxes.
• Educational materials – children’s and student’s educational books, educational activities and activity sets, educational software and multi-media products, flashcards, globes and maps, instructional/learning materials and workbooks, learning videos.
• Planners and organizers – book and spiral-bound planners, electronic planners and organizers, zippered organizers, other organizers, assignment books, folders and accessories for planners and organizers.
• School arts and crafts supplies – chalk, compasses, construction paper, crayons, glue, modeling compounds, paints, pastels, protractors, scissors, sketch pads, stencils.
• Toys and miscellaneous school-related gift and novelty items – children’s mats, educational toys and games, locks and locker accessories, magnets and magnet sets/games, stickers and sticker sets/activities/albums, stamps and stamp kits, and other novelty items (e.g., mousepad).

Any mention throughout this study of “the market” is in reference to the above definition of the market. For example, “growth in the market” would refer to growth in revenue of the products noted in the definition of the market for the purposes of this study and, therefore, would not be representative of products not included in the definition.

The market includes licensed products. Licensed products would fall within one or more of the above product categories (e.g., back-to-school, toys, etc.), depending on the type of product it is.

In this study, we have NOT included the following items in the market definition:

• Capital equipment, furniture, fixtures, systems, and the like (e.g., chairs and desks, playground equipment, IT systems, operating system software, etc.).
• Textbooks.
• Revenue associated with the construction of school facilities.
• Equipment or products used for extracurricular activities and groups associated with a school (e.g., sports teams, band, drama, etc.).
• School uniforms.
• Computer hardware and peripherals.
• Apparel and footwear (i.e., clothing).
• Large electronics.
• College and university products (i.e., specialized equipment and required materials; items for a dorm room).

The market definition only includes items that are ultimately purchased or used by teachers and students for school-related or learning purposes in grades K-12. For example, the market includes small electronic organizers, but it does not include large electronics such as computers, stereos, radios, and similar equipment.

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