Market Makers
The hand that rocks the cradle, rocks the industry
By Staff -- Playthings, 11/1/2005
NEW YORK— At almost 81 million strong, Moms in the United States carry a lot of clout in their handbags. Particularly when it comes to their kids. It is mostly Mom who answers yea or nay to the plaintiff “Oh, pleeeeeze, can I have it?”
It is also most likely Mom who decides “what's best” for her kids when it comes to playthings, clothing, accessories and other lifestyle items. Well, that is at least until those kids get into their tween years.
And today, 82 percent of Moms are between the ages of 40 and 44, a group that likely has more discretionary income that its younger sisters.
The data surely puts new meaning to the phrase: “pay attention to your mother!”
Summary of baby toys owned by new Moms
| Baby's age | |
|
|
6 mos. or less | 7 mos. or more |
|
487 | 264 |
| Rattles/blocks/stuffed/bath toys | 99% | 100% |
| Stuffed plush toys | 97% | 99% |
| Rattles/teethers/soft clutch toys | 96% | 99% |
| Bath toys | 80% | 94% |
| Soft blocks/balls | 48% | 82% |
| Nesting/stacking/sorting/bead toys | 35% | 67% |
| Hard blocks | 30% | 61% |
| Multi-piece plastic farms, houses, etc. | 24% | 47% |
| Interlocking blocks | 24% | 47% |
| Audio-Visual Toys | 99% | 100% |
| Baby books | 84% | 92% |
| Musical stuffed plush toys | 85% | 91% |
| Other musical toys | 87% | 91% |
| Baby tapes/CDs | 69% | 77% |
| Electronic learning toys | 50% | 80% |
| Baby videos | 48% | 67% |
| Baby book clubs | 28% | 36% |
| Child's tape player | 21% | 32% |
| Activity Centers | 93% | 98% |
| Floor gym | 62% | 74% |
| Activity quilt/mat | 63% | 67% |
| Attaching toys for stroller/high chair | 63% | 69% |
| Electronic crib attached activity center | 52% | 64% |
| Non-electronic crib attached activity center | 28% | 46% |
| Action/Outdoor Toys | 56% | 86% |
| Pull/push toys | 45% | 75% |
| Ride-on toys—rocking horses, cars, etc. | 34% | 68% |
| Outdoor toys | 26% | 51% |
| Plastic slides | 18% | 30% |
| Tables/picnic tables | 14% | 31% |
| Play kitchens | 15% | 24% |
| Dolls | 33% | 47% |
| Play dolls | 29% | 44% |
| Collectible dolls | 16% | 24% |
Where Moms shop most often for baby toys
| By household income | |
|
|
less than $75,000 | $75,000 or more |
| Mass merchandisers e.g., Wal-Mart, Target, Kmart | 78% | 69% |
| Toy store chains e.g., Toys “R” Us, KB Toys | 59% | 62% |
| Baby superstores e.g., Babies “R” Us, Burlington Baby Depot | 41% | 59% |
| Toy specialty stores | 20% | 35% |
| Infant/child specialty stores | 12% | 18% |
| Mid-range department storese.g., Sears, JCPenney | 13% | 13% |
| Internet | 6% | 14% |
| Mail order/catalog stores | 6% | 7% |
| Children's clothing store chainse.g., Baby Gap | 5% | 7% |
| Upscale department stores e.g., Macy's, Nordstrom | 3% | 4% |
| Wholesale/price clubs e.g., B.J.'s, Sam's, Costco | 5% | 3% |
| Drug store chains e.g., CVS, Eckerd, Walgreen | 3% | 4% |
| Supermarkets/grocery stores | 3% | 3% |
Biggest increases in toys owned by new mothers
| Other musical toys | 39% |
| Electronic learning toys | 36% |
| Electronic crib attached activity center | 34% |
| Attaching toys for stroller/high chair | 29% |
| Pull/push toys | 25% |
| Musical stuffed/plush toys | 25% |
| Baby tapes/CDs* | 25% |
