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Opportunities for PreK-12 Educational Materials in the Consumer Market 2015

Opportunities for PreK-12 Educational Materials in the Consumer Market 2015

Every year parents scour the toy stores, book stores, big-box merchandisers and online retailers to find the latest educational – yet fun – toys and games that will entertain and educate their young children. “Hot” products hit the market all the time, and companies ranging from traditional instructional materials providers to venerable toy makers have jumped in. No surprise – Simba Information projects that this market will reach $3.58 billion in 2015.

Opportunities for PreK-12 Educational Materials in the Consumer Market 2015, from Simba Information, provides an overview of the market for educational materials sold directly to consumers through retail and online channels, including the key segments: educational toys, workbooks and other printed publishing formats, digital content including e-books and apps, electronic learning aids, and “edugaming.”

The report focuses on opportunities for publishers and providers of PreK-12 instructional materials that are considering adapting and developing products specifically for the consumer market, as well as the challenges these companies face they make the transition from school to consumers and the keys to success.

Key topics Covered:

  • Consumer educational materials market segment sizing from 2013-2017;
  • Customer focus: PreK-12 age group;
  • Product positioning guidelines for educational products at retail;
  • Consumer perceptions of educational products;
  • Key target customer groups;
  • Competitive landscape by segments and product types;
  • Explication of distribution channels;
  • Trends: licensing, branding, STEM, STEAM, and technology;
  • Opportunities/challenges for educational materials providers crossing over from the school market;
  • Key factors for success in the consumer educational materials arena.


  • Methodology
  • Executive Summary
  • Educational Products at Retail
    • A Broad and Eclectic Landscape
      • Table Major Sectors of the Consumer Market for Educational Products
    • K-12 Vendors in the Consumer Market
      • Houghton Mifflin Harcourt Promotes, Math and Curious George
      • Amplify Takes Gaming to Consumers
      • Pearson Sells FEN to Sandbox Partners
      • Encyclopaedia Britannica Turns to Licensing
      • Edupress Hits the Toy Fair
      • Capstome Uses Stone Arch Imprint for Consumers
    • A Potentially Difficult Road
  • Market Size and Scope
    • Market Size and Growth
      • Traditional Toys Command Largest Market Share
        • Table Retail Sales of Consumer Educational Products by Category, 2013 vs. 2014 ($ in millions)
      • Tablets Keep Electronic Learning Aids in Demand
        • Table Share of Consumer Educational Product Sales, 2014, by Category
      • Print Books Continue Growth
      • Apps, e-Books on Fast Trajectory
      • Edugaming Slips
    • Reasons for Growth in Consumer Education Market
  • What Is "Educational"?
    • Definitions of "Educational" at Retail
      • Less Academic, More Broadly Learning Enhancement
      • Construction Sets, Gaming Straddle Play and Learning
      • Entertainment First
        • Table Positioning Pointers at a Glance
    • Product Positioning
    • Consumer Perceptions
  • The Customer
    • Usage by Child Consumers
      • Format for Reading
      • TV vs. Digital
      • Preschool Is Major Demographic Target
      • School-Age Segment Attracts Interest
      • Purchase Drivers
        • Table Purchase Drivers in a Nutshell
  • Competitive Landscape
    • Educational Specialists
      • Table Selected Educational-Products Specialists
    • Book Publishers
      • Trade Publishers
        • Table Types of Publishers Selling Educational Books and e-Books
      • Mass-Market Publishers
      • Books-Plus and Specialty Publishers
    • Toy Companies
      • Table Types of Toy Companies and Educational Products Activity
      • Category Specialists
        • Table Product Category Specialists in the Toy Industry
      • Primarily Educational
        • Table Selected Educational-Products Specialists in the Toy Industry
    • Electronic Learning Aids and Tablets
      • LeapFrog Struggles
      • Co-Branding and Other Electronic Learning Aids
    • Apps Developers and Distributors
      • Story Apps
      • Gaming Apps
    • Entertainment Companies
      • New Brand: Disney Imagicademy
      • Nickelodeon Network to Apps
      • Public TV Offshoots
  • Distribution and Pricing
    • Specialty Stores
      • Table Key Retail Tiers for Traditional Educational Products
      • ABC & Toy Zone Ties Inventory to Curriculum
      • The Mix Features Education at Creative Kidstuff
      • Learning Express Exemplifies National Specialty Store Chains
      • Bookstores and Gift Shops Are in the Specialty Mix
    • Mass Distribution
      • Toys R Us Covers the Gamut
      • Whole Foods Stays Green with PBS Kids
        • Table A Target Store's Typical Range of Educational Products
    • Online Retailing
    • Downloading and Streaming
      • Table Selected Digital Destinations for Educational Content
    • Pricing Models Vary
  • Trends and Considerations
    • Fragmentation and Competition
    • Licensing and Branding
      • The Downside of Licensing Characters
        • Table Retail Sales of Licensed Products Tied to Preschool TV Shows with Educational Themes ($ in millions)
      • Other Licensing Opportunities
      • Branding and Licensing Importance Spreads
    • STEM and Open-Ended Play
      • Room to Grow
        • Table Selected TV Programs with STEM and STEAM Themes
    • Beyond STEAM
    • Role of Technology
      • New Technologies Moving in
    • Parental Involvement
  • Future Outlook
    • Market Forecast
      • Table Retail Sales of Consumer Educational Products, 2014-2017 ($ in millions)
      • Market Share Changes
        • Table Change in Market Shares, 2014 –2017 Retail Sales of Consumer Educational Products
    • Differences Between The K-12 Education and Consumer Markets
    • Opportunities for K-12 Vendors in the Consumer Market
      • Table Characteristics of Consumer Market for Educational Products vs. Characteristics of PreK-12 Market
    • Challenges of the Consumer Retail Market
    • Factors for Success

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