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Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition

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.

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..


Market Insights: A Selection From The Report


The Packaged Facts Consumer Survey 2010: We Asked America
About Its Use of ITP Durables…

Our own online consumer survey, The Packaged Facts Consumer Survey 2010, was conducted in May and June of 2010. We asked America about its use of pet foods and other consumables, about motherhood and parenting, and about its purchase of products intended for children from infancy through age 5. The total respondent-base was composed of 1,881 U.S.-resident adults who represented a broad cross-section of ethnicities, income levels, and lifestyles. The total purchaser-base (or in certain data sets, total recipient-base) for products for the 0-5 age bracket accounted for 616, or about a third, of those in the respondent-base.

A Third of Adults Buy Products for Kids Age 0-5—Mostly Other People’s Kids

As just stated, nearly 33% of all adults are purchasers of products for infants, toddlers, and preschoolers—that is, for kids age 0-5. That third breaks out as 25.8 percentage-points for adults purchasing such products for other people’s kids, and 7.0 points for those purchasing for their own kids. In terms of share of the purchaser-base, the ratio is roughly 4:1, in favor of purchasing for others’ kids.

This overwhelming skew should not surprise, however, because practically everyone has a relative or friend with small kids in the house, or about to be born; many of us have several relatives or friends with kids present or on the way. Of the 26% purchasing for other people’s kids, those who do so for nieces, nephews, and cousins, account for 11.2 points; while those who do so for grandkids, account for 10.3 points.

Mass Dominates ITP Durables Sales by Retail Channel

In general, the U.S. retail sphere has become more fragmented per channel, every year—even as certain retailers, led by Wal-Mart, consolidate power. In the early 2000s, Babies “R” Us was supplanted by Wal-Mart as the leading ITP furnishings/accessories/toys retailer. But Wal-Mart refuses to allow market research firms to sample checkout scanner data, and other channels, for example, kid-specialized furniture stores, independent kids’ boutiques, and many toy stores, are largely unmonitored, too.

However, Packaged Facts, extrapolating from various published and proprietary data, estimates with some confidence that mass, comprising supermarkets, drugstore chains, and mass merchandisers, accounts for 43% of ITP durables retail dollar sales, in 2010. [Table 1- 3] Specialty, including those kids’ furniture stores, kids’ boutiques, and toy stores, accounts for 30%.

The only other channel with double-digit share of retail dollars is the thriving sector of etailers, which Packaged Facts believes has built its piece of the ITP furnishings/accessories/toys pie to almost 20%.

In the News

Kids’ Furnishings/Accessories/Toy Sales Regain Momentum, Hit Record $18 Billion Mark in 2010

New York, October 21, 2010 — The combined U.S. retail sales of children’s home furnishings, portable accessories, and toys are ascending by more than 5% during 2010 to reach a record $18 billion by year’s end, according to market research publisher Packaged Facts’ recent industry study, Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition. The report focuses on products for kids age 0-5.

In terms of share of retail dollars, toys account for more than $8 billion, or 46%, of the entire infant, toddler, and preschooler (ITP) furnishings/accessories/toys market in 2010. However, accessories (baby monitors, car seats, strollers), which account for over a third of the market with more than $6 million, have gained a bit of ground since 2006. Furnishings (cribs, highchairs, safety gates, etc.) have consistently accounted for nearly $1 out of every $5 throughout most of 2006-2010 with a total expected to surpass $3 billion.

Packaged Facts forecasts U.S. retail sales of ITP furnishings, accessories, and toys will exceed $22 billion as of 2015 with the market’s total growth for the period beginning 2010 amounting to 24%. Such optimism regarding sales of ITP furnishings/accessories/toys is conditional upon the country’s continued recovery from the economic recession of 2008-2009.

In the ITP furnishings/accessories/toys marketplace of 2010, the competitive situation is best characterized by issues of price, value, and upscale-whether high-tech or simply elegant-brand image. In the realm of luxury goods, many brands are experiencing stronger sales in 2010 and the ITP durables market appears to be benefiting from affluent or wealthy Americans’ return to spending, post-recession. Such a resurrection is largely enabled by the improving economy, and in addition, to the pre-recession upscaling of America’s taste in nursery décor, strollers, learning toys, and other ITP products.

"America’s tastes have long been trained toward the upscale," says Don Montuori, publisher of Packaged Facts. "In the broader marketplace, upscale brands have become particularly powerful influences in our society, and in many of our product markets, ever since the Reagan era of the 1980s. It seems that once we acquire a taste for the luxuries that upscale brands provide, even the severest recession can only temporarily halt or reverse these brands’ progress."

The pre-recession, recession, and recovery eras have opened up a "mid-luxury" tier for ITP durables. Many marketers of expensive ITP goods have issued intermediate-priced versions of their products to accommodate Americans whose lifestyles have been disrupted by the shaky economy. And consumers have indeed met such marketers halfway by purchasing strollers in the $500-$600 range instead of spending $1,200 for example.

Even for the millions of moms-to-be who often cannot afford anything deemed upscale or high-end, the acquisition of luxury or mid-luxury ITP products has more frequently been made possible by the collaboration of multiple friends or family members (occasionally numbering in the dozens) pooling resources to purchase high-end gifts for baby showers. Through this practice the rare and exotic then becomes fairly common. Packaged Facts’ survey data reveals that nearly 33% of all adults are purchasers of products for infants, toddlers, and preschoolers; 26% of which are purchasing for other people’s children.

Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition analyzes three product categories that upscaled prior to the worldwide financial crashes of 2008-2009: young kids’ furnishings, accessories, and toys. The report examines lingering after-effects of recession factors in depth, delivers historical sales data, provides a dollar forecast for the year 2015, reveals the results of Packaged Facts’ own survey of nearly 2,000 consumers, and synthesizes Experian Simmons demographic data. In addition, the study profiles the corporate battle styles of Crown Crafts, Dorel, Leapfrog, Maclaren, MGA Entertainment, Newell Rubbermaid/Graco, Phil&teds/Mountain Buggy, and UPPAbaby.

About Packaged Facts— Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer goods and retailing, foods and beverages, demographics, pet products and services, and financial products. Packaged Facts also offers a full range of custom research services.

Additional Materials


  • 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 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 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 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 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
  • The Products
    • Highlights
    • 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
      • 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
  • Insights and Opportunities
    • Highlights
    • ITP Furnishings/Accessories/Toys Marketplace Transformed by Recession
    • Expect ITP Industry Shakeouts: Acquisitions Are Favored
    • Position Green to Reel in the Green-Oh, You'll Need Digital Exposure, Too
  • 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 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 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 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 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 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 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?
      • 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 Projected U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings, Accessories, and Toys, 2010-2015 (In Millions)
  • 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 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 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 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
      • …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
  • 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
      • Mass Continues Domination of ITP Durables Sales by Channel, in 2010
      • E-Tail Seen as Mounting Threat to Specialty During 2010-2015
        • Table 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
  • 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 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 Million
        • Table 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 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 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 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 Respondents' Plans to Have Children, by Timeframe, 2010 (Adults)
      • Mom and Dad Lead Family Together, or It's All Mom, Mom, Mom
        • Table 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
        • Table Respondents' Agreement with Four Statements About Parenting, 2010 (Adults)
      • Kids' Product Assortment, Respondents Split Between Enthusiasm and Skepticism
        • Table 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 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 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 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 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 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 Purchasing of Car Seats for Children Age Infancy Through 5, by Price Paid, 2010 (Adults, Last 12 Months)
      • About 17% of ITP Goods Purchasers Buy or Receive Baby Monitors
        • Table 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 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 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 roducts Purchasers
        • Table 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
      • The Overall Gauge
      • Marketing Regions Defined
      • Northeast
      • East Central
      • West Central
      • Southeast
      • Southwest
      • Pacific
        • Table 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 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 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 Household Readership of Magazines About Child-Rearing, 2005-2010 (Households in Thousands, in Recent 6 Months)
    • The Infant Furniture and Children's Furniture Households
      • 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 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 Demographic Characteristics of U.S. Households Purchasing Play & Discovery (Infant) Toys, and Pre-School Toys, 2010 (Households in Thousands; In Recent 12 Months)
  • Addresses of Selected Marketers

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