1  About the Report

2

Rationale and Study Methodology

2

About the Toy Market — Consumer Overview

3

Demographics of Toy Buying Households

4

2  About the Toy Industry — Industry Overview

5

Toy Industry Sales by Distribution Channel, 2000-1998

6

Toy Industry Sales by Product Category, 2000-1998

7

Video Games Retail Sales, 2000-1998

9

Doll Retail Sales, 2000-1998

10

Activity Toys Retail Sales, 200-1998

11

Infant/Preschool Retail Sales, 2000-1998

12

Vehicles Retail Sales, 2000-1998

13

Games/Puzzles Retail Sales, 2000-1998

14

Plush Retail Sales, 2000-1998

15

Ride-Ons Retail Sales, 2000-1998

16

Action Figure Toys Retail Sales, 2000-1998

17

All Other Toys Retail Sales, 2000-1998

18

3  About Toy Retailers — Dynamics of the Retail Channel

19

Potential Retail Outlets by Store Type, 1998-2002

19

Geographic Distribution of Toy Stores — Top Ten States

20

Number of Toy Stores by State

21

Types of Stores that Sell Toys

23

Years in Business

24

Number of Store Locations

25

Total Square Footage of Primary Store

26

Number of Store Employees

27

Total Operating Hours per Week

28

Number of Days per Week Store is Open

29

Where Stores Are Located

30

Typical Store Customers, Male vs. Female

31

Typical Store Customers, Adult vs. Child

32

Purchase Purpose, Collecting vs. Play

33

4 About Toy Retailer Sales — Total Toy Sales

34

Proportion of Sales from Toys

35

Percentage Change in Sales

36

Quarterly Sales Breakdown

37

Status of Toy Inventory

38

Sales Expectations, 2001 vs. 2000

39

5 About Products Sold by Toy Retailers — Types of Toys Sold

40

Percentage of Sales from All Toy Categories

41

Trends in Product Line Sales

42

Types and Top Brands of Games & Puzzles Sold

43

Types and Top Brands of Activity Toys Sold

45

Types and Top Brands of Infant & Preschool Toys Sold

47

Types and Top Brands of Plush Sold

49

Types and Top Brands of Toy Vehicles Sold

51

Types and Top Brands of Dolls Sold

53

Types and Top Brands of Ride-Ons Sold

55

Types and Top Brands of Action Figures Sold

57

Types and Top Brands of Video Games Sold

59

Types of Top Brands of Other Toys Sold

61

6  About Toy Retailers Advertising & Promotion — Budget Invested in Advertising & Promotion

63

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

64

Trends in Advertising Spending, 2001 vs. 2000

65

How Retailers Market Their Stores

66

Use of World Wide Web to Support Business

67

Reasons for Internet/WWW Use

68

Use of E-Commerce

69

Use of Internet for Toy Buying

70

Expectations of Future E-Commerce

71

Sources of Product Information

72

Trade Show Attendance, 2000 vs. 2001 YTD

73

Total Buying at Trade Shows

74

7  Leading Toy Retailers Profiles

75

AC Moore.

76

Discover Toys/EOS International

79

Hobby Lobby Stores

82

K-B Toys

83

The Right Start

84

Shop at Home

87

Toys “R” Us

90

8  Leading Toy Company Profiles

93

Action Performance

94

Boyd’s Collection Ltd.

97

Department 56

100

Enesco

103

Excelligence Learning Corporation

106

Grand Toys International

109

Hasbro

112

Jakks Pacific

116

Mattel

119

Middleton Doll Company/Bando McGlocklin

122

Racing Champions

125

Vermont Teddy Bear

129

Zindart

132

9  About Trends — Leading Positive Trends on Business Sales

135

Leading Negative Trends in Toy Industry

136

Effect of Internet

137

Key Trends Shaping the Toy Market

138

Trend #1 — Youth Demographic Trends Point to Strong Growth after 2010

139

Trend #2 — Infant/Preschool Toys Offer Strong Growth for Toy Marketers

140

Trend #3 — Collectibles are Toys for Adults

141

Trend #4 — Baby Boomers Will Be the Most Affluent and Indulgent Grandparent Generation

143

Trend #5 — Internet Will Play a Bigger Role in Toy Retailing

144

Trend #6 — Demand for Back-to-Basics Toys Will Grow

146

Trend #7 — Coming Retail Crisis Caused by Over Building

147

Trend #8 — Brands Will Become Primary Focus

148