1  Introduction and Study Methodology

2

2  Total Plush Industry Sales, 2001 - 1998

3

Plush Sales — Play vs. Collectible, 2001 - 1998

4

Plush Sales by Channels of Distribution, 2001 - 1998

5

Plush Industry Growth Projections, 2010 - 2001

6

3  About Population Trends & Impact on the Toy Market

7

About Plush Consumers — Purchase Incidence

8

Demographic Profile of Households that Bought Plush

9

Demographic Profile of Self-Purchasers of Plush

10

Buying Plush as a Gift is #1 Reason for Purchase

11

Amount Spent on Last Plush Bought

12

Spending on Last Gift Plush Bought — Distribution of Spending

13

Spending on Last Play Plush Bought — Distribution of Spending

14

Spending on Last Collectible Plush Bought — Distribution of Spending

15

Number of Plush Bought

16

Number of Gift Plush Bought

17

Number of Play Plush Bought

18

Number of Collectible Plush Bought

19

Most Plush Purchased as a Gift is Intended for Play

20

Where Play and Collectible Plush Purchased

21

Trends in Gift Plush Purchasing to Remain Consistent

22

Trends in Play Plush Purchases to Hold Steady

23

Trends in Collectible Plush to Remain Healthy

24

Plush Purchase Summary

25

4  About the Retail Market for Plush — Dynamics of the Retail Channel

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Potential Retail Outlets by Store Type, 2002 - 1998

26

Geographic Distribution of Toy Stores — Top Ten States

27

Number of Toy Stores by State

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Types of Stores that Sell Plush

30

Types of Toys Sold in Stores That Sell Plush

31

Types of Plush Sold

32

Top Brands of Plush Sold

33

Total Retail Store Sales

34

Percentage of Retail Sales from Toys

35

Percentage Change in Sales, 2000 vs. 1999

36

Quarterly Sales Breakdown

37

Percentage of Toy Sales for Collecting vs. Play

38

Percentage of Retail Sales by Toy Category

39

Plush Retail Sales Trends, 2001 vs. 2000

40

Status of Toy Inventory

41

Years in Retail Business

42

Number of Store Locations

43

Total Square Footage of Primary Store & Sales per Square Foot

44

Number of Store Employees

45

Total Operating Hours per Week

46

Number of Days per Week Store is Open

47

Where Stores Are Located

48

Typical Store Customers, Male vs. Female

49

Typical Store Customers, Adult vs. Child

50

Retailers’ Budget Invested in Advertising & Promotion

51

Percentage Change in Retailers’ Advertising & Promotion Spending, 2000 vs. 1999

52

Trends in Advertising Spending, 2001 vs. 2000

53

How Retailers Market Their Stores in Past 12 Months

54

Retailers’ Use of World Wide Web to Support Business

55

Expectations of Ordering Products Online

56

Trade Show Attendance, 2000 vs. 2001 YTD

57

Total Buying at Trade Shows

58

Expectations of Trade Show Attendance Next Year

59

Leading Plush Retailers

60

Build-A-Bear

61

eBay.

62

GoCollect.com

65

K-B Toys

67

The Right Start, Inc.

68

Shop at Home, Inc.

70

Toys “R” Us, Inc.

73

5  Profiles of Leading Plush Companies

76

Applause

77

Ashton-Drake

78

Cooperstown Bears

79

Boyd’s Collection Ltd.

80

Douglas Cuddle Toys

83

Folkmanis Puppets

84

Ganz

85

Gund

86

Hasbro

87

Hermann Teddy Original

91

Kelly Toy

92

Manhattan Toy Company

93

Mary Meyer

94

Mattel

95

North American Bear Company

98

Purr-fection by MJC

99

Russ Berrie and Company

100

Steiff

103

Tide-Rider

104

Ty Inc.

105

Vermont Teddy Bear

106

6  Key Trends Shaping the Plush Market

109

Trend #1 — Plush Means Family, Friends, Togetherness

110

Trend #2 — Youth Demographic Trends Point to Strong Growth after 2010

111

Trend #3 — Infant/Preschool Plush Toys Offer String Growth

112

Trend #4 — Collectibles are Toys for Adults

113

Trend #5 — Demand for Back-to-Basics Toys Will Grow

115

Trend #6 — Coming Retail Crisis Caused by Overbuilding

116

Trend #7 — Baby Boomers Will Be the Most Affluent and Indulgent Grandparent Generation

117

Trend #8 — Differing Sales Distribution for the Collectible and Play Markets

118