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市場調查報告書
美國嬰兒・幼兒・學齡前兒童的家具・玩具・配件市場：第4版
Infant, Toddler and Preschool Furnishings, Toys and Accessories in the U.S., 4th Edition
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美國嬰兒・幼兒・學齡前兒童的家具・玩具・配件市場：第4版 是由出版商Packaged Facts在2010年11月所出版的。
這份英文市場調查報告書包含200 Pages 價格從美金3300起跳。
小朋友的家具・配件・玩具市場在2010年的零售基礎下成為178億美元，於2015年有潛力達到221億美元。
本d，調查美國嬰兒・幼兒・學齡前兒童(ITP)的家具・玩具・配件市場，提供產品、市場、市場機會、銷售、業績實績、至2015年的業績預測、Packaged Facts的消費者調查結果分析等，並彙整主要企業的檔案資料，由下列摘要形式闡述。
第1章 報告摘要
第2章 產品
第3章 分析・機會
第4章 市場
第5章 市場商人
- 市場商人
- 市場商人・品牌市佔率
- 競爭狀況
- 企業檔案資料：Crown Crafts, Inc
- 企業檔案資料：Dorel Industries, Inc.
- 企業檔案資料： Maclaren Ltd.
- 企業檔案資料：MGA Entertainment, Inc
- 企業檔案資料：Newell Rubbermaid, Inc./Graco
- 應關注的3家市場商人
- 產品動向
- 消費者廣告・促銷
第6章 銷售・零售
- 銷售
- 零售層級
- E零售商的檔案資量：Quidsi, Inc./Diapers.com
- 零售業者的檔案資料：Bed Bath & Beyond, Inc./Buybuy Baby
- 零售業者的檔案資料：Toys "R" Us, Inc./Babies "R" Us
第7章 消費者
- 美國的嬰兒狀況：誕生・出生率
- Packaged Facts 的2010年消費者調查
- Packaged Facts 的2010年消費者調查：ITP家具
- Packaged Facts 的2010年消費者調查：ITP配件
- Packaged Facts 的2010年消費者調查：ITP玩具
- Packaged Facts 的2010年消費者調查：購買ITP產品的地點
- 關於Experian Simmons 的資訊
- 有小孩、孕婦、以及/或者爺爺奶奶的家庭
- 育兒雜誌的讀者族群家庭
- 幼兒用家具・小孩用家具的家庭數
- ITP玩具家庭數
附錄：主要市場商人的住址
Abstract
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..
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
- 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
- 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
- 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?
- 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"
- 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
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
- 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
- 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
- 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)
Appendix: Addresses of Selected Marketers
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