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The U.S. Market for Infant, Toddler and Preschool Home Furnishings and Accessories


Attention: There is an updated edition available for this report.

Sales of cribs, strollers, nursery linens, baby monitors, car seats -- the market for these and other products ought to be crawling forward, as a function of slow-but-sure population growth. Instead, this $8 billion market is forecast to reach $9.5 billion in 2010, due to the twin crazes for upscale brands, and for high-tech electronics and mechanics. Increased licensing is also expected. This new Packaged Facts report is the best overall guide to sales patterns and battle strategies in the ITP furnishings/accessories marketplace: Executives will find in-depth analysis of factors fueling growth; competitive profiles of Newell Rubbermaid, Maclaren, Child Craft, and others; Simmons demographic profiles; and much more.

What You’ll Get in this Report
The U.S. Market for Infant, Toddler and Preschool Furnishings and Accessories 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 Furnishings and Accessories 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 furnishings and accessories industries, 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 furnishings and accessories, 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 furnishings and accessories based on Simmons data.

This report will help:

  • Marketing Managers
    identify market opportunities and develop targeted promotion plans for infant, toddler and preschool furnishings and accessories.
  • Research and development professionals stay on top of competitor initiatives and explore demand for children’s furnishings and accessories.
  • 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.


  • Executive Summary
    • 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 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 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
      • 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
      • 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 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 U.S. Households, by Age of Children Present, 2005 (In Thousands)
      • Affluence Edges Up Along With Age of Young Kids in House
        • Table Demographic Characteristics Favoring the Household Presence of Children Aged Under 2 Years and 2-5 Years, 2005 (Households, in Recent 12 Months)
  • The Products
    • KEY POINTS
      • Market Definition
      • ITP Age Brackets
      • Clarification of Other Terms Used
      • ITP
      • Methodology
      • Furnishings and Accessories
      • Age, Gender Alternative Ways To Categorize Products
      • Products for "Multiples"
      • Some Overlap of Product Classifications
      • JPMA Safety Certification
      • Car Seat Safety: LATCH Mandated
  • 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 U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2000-2005
      • Regionality of Sales
        • Table 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
        • Table 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 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 Projected U.S. Retail Dollar Sales of Infant, Toddler, and Preschooler (ITP) Home Furnishings and Accessories, 2000-2005
  • The Marketers
    • KEY POINTS
      • Over 700 Marketers of ITP Furnishings/Accessories
      • Numbers of U.S. Manufacturing Establishments
        • Table 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 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
      • 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 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
  • 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 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
  • The Consumer
    • KEY POINTS
    • About Simmons Data
      • What They Are
      • And How to Use Them
      • The Survey's Overall Gauge
        • Table 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 U.S. Households, by Age of Children Present, 2005 (In Thousands)
      • Household Dispersion of Kids by Both Age and Number
        • Table U.S. Households, by Number of Children Present, 2005 (In Thousands)
      • Affluence Edges Up Along With Age of Young Kids in House
        • Table 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 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 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'
        • Table 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
        • Table 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 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
        • Table 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 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 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 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 Household Characteristics Most Favoring Hispanics'** Purchase of Children's Furniture and Infant Furniture, 2005 (Households in Thousands, in Recent 12 Months)
  • Trends and Opportunities
    • 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
  • Addresses of Selected Marketers

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