Research Report Example - Frank Strategy

Frank Strategy e- Info@frankstrategy.ca
115 – 119 West Pender St p- 604 816 9766
Vancouver, BC
V6B 1S5
Canada
Secondary Research Report
Baby Products in the US Market
October 2012

Frank Strategy e- Info@frankstrategy.ca
115 – 119 West Pender St p- 604 816 9766
Vancouver, BC
V6B 1S5
Canada
Table of Contents
Page
Introduction & Methodology 2
Key Learning & Insights 3
Detailed Discussion 5
Appendix I – Sources 16
Appendix II - Verbatim from Qualitative Email Survey 17
Appendix III - Amazon.com Baby Products - Top 5 Sellers by Category 23

2
Introduction
As Marilynjean.com plans its move to the US, Frank Advertising is looking for
information to help articulate their brand and focus targeting in the US. The required
information can be summarized into the following two pillars:
Target Market:
 Size & opportunity; demographic, socioeconomic and psychographic profile,
buying power.
Buying Behaviour & Attitudes:
 When require new products
 What products are bought at different stages of baby age
 Where products are bought from
 How products are bought (purchase process and channels)
 Other aspects of the purchase process
 Any attitudes towards baby products as well as towards companies, websites
and brands offering them
Methodology
Given the scope of the communications program, secondary research was deemed
the most appropriate methodology at this stage. This report presents learning from
this exercise.
The reader is reminded that secondary research has key limitations, including:
 Data will not be available from one source only and some data points may be
contradictory or not comparable to others;
 There may sometimes not be enough (or any) information on some of the
information requirements; and,
 Some of the sources may not be reliable, yet are the only ones providing the
required information.
A total of 41 sources were screened as providing relevant information and were used
in this analysis (please see Appendix I). In addition, a qualitative email survey was
forwarded to a convenient sample of recent moms across Canada and the US. 20
moms responded and these responses were incorporated into this analysis. Verbatim
comments from those surveys are found in Appendix II.
The following pages outline the learning from this exercise. Additional supporting
information are appended.

3
Key Learning & Insights
1. The US mom tends to be 20-34, and over index to non-Caucasian - primarily
Hispanic/African American (half of the 2011 US births are of visible minority).
She is most likely living in the West/South West USA. She tends to be either
working or a full time homemaker, helping support a large family but with
lower net worth and income than the rest of the US population. While more
and more women are having babies later in life, the ‘volume’ of moms in the
US remains women in their late twenties/early thirties, with some special
attention to minority groups.
Visible minorities (Hispanics, blacks, Asians) accounted for 50.4% of US births in 2011 and 49.7% of
all children under 5 (census bureau data). Minorities make up only a quarter to a third of the US
population so definitely the skew is among newborn Americans. This is a result of a greater share of
the minority population is of child bearing age (median age of Hispanics is 27.6 years while median
age of a US Caucasian is 42 years)
2. The mom, as opposed to the parents, seems to be the most appropriate
target to capture given the increasing proportion of mom’s who are
unmarried. In addition, the decisions on what to buy are made by the mom
who seems to decide on what to buy with money given as gifts and/or what
goes on the baby registry.
3. There seems to be two main buying cycles of baby products, with the primary
being around pregnancy/newborn and the second (albeit less intense) around
the time the child is 12 – 24 months old. Targeting by pregnancy as opposed
to motherhood may be most effective given (a) the kind of products
Marilynjean.com carries that tend to be purchased months prior to baby
arrival, (b) the lighter bombardment of marketing and promotional material
(those tend to happen as soon as the baby is born and records of newborn
become public) and (c) creation of trial that will translate into repeat
purchase once the second batch of purchasing takes place.
4. A lot of money is spent in a relatively short period to prepare for a new baby
($7K-$14K in the first year), particularly for first-time parents who are more
likely to over-spend. Spending variations seem to be driven not necessarily
by age of child but by whether she is a first time mother or not – first time
mothers tend to spend more on baby products given novelty, need t o
demonstrate to herself that she is looking after the child and less opportunity
for hand-me-downs.
5. Mom’s media consumption skews to magazines, OOH, and slightly to internet.
As such, there may be a need to reach moms via more than online (i.e.,
multiple-touch points), but keep in mind that these mothers get bombarded
with marketing materials. The ability of communications to be appealing,
relevant and helpful are key to break through the communications clutter
these moms face.
6. Moms are family centric, with a strong emotional connection to their child,
and seek to build lasting memories. They are looking forward to the rewards
of being a parent and tend to appreciate the humor in many parenting
situations. New moms do not seem to feel parenting is easy and they are
under stress. However, this does not seem to create a barrier to express
feelings of love, openness and concern for their children.

4
7. As one would expect, the fact that the products will be used by the babies
implies ultimate care is taken to purchase the right, safe and cost effective
product. As such, the purchase process is complex and involves multiple
sources of information, and parents are doing a lot of research before buying.
A site that is streamlined, facilitates the buying process and provides access
to information including product reviews, peer discussions, and technical
information on the products will be key.
8. Taking into account the mom’s socio-economic profile, the time pressures she
is under, her attitudes towards parenting and the complexity of the purchase
process; the key drivers to get mom’s attention are:
a. Value for money (quality for the price, not price in absolute given
these are products for the precious babies)
b. Convenience/ease of shopping
c. Stress-free shopping in terms of ease of finding the products one is
looking for and learning what they need to know about these products
(e.g., product reviews)
d. Ability to easily connect with communities of other moms (via reviews,
discussion forums, etc.)
9. In terms of products bought, the spending (in order of volume) goes to:
formula/foods, furnishings, clothes, diapers, strollers, toys, nursing and baby
feeding products, health and grooming. While the most popular items on
registries include car seats, strollers, baby feeding products, diapers, health
and grooming care, do not ignore smaller items such as teething toys, sound
toys, changing pads, eating aids.
10. Brand choice is also key. While it was difficult finding top selling brands given
the fragmentation of the products bought for babies, parents are seeking
brands that reflect quality, style, assurance of safety and that can make a
statement. They look for brands they trust, can connect with emotionally and
perceive to deliver on the key drivers of quality, style and functionality. As
such, a carefully curated selection of products will be key. While there are
references to green baby products, style, functionality and brand trust may
still trump ‘green’ in this category.
11. Online shopping is popular and most likely a preference given its key
advantages of tandem research and buying, customer reviews, and ease of
shopping – the latter a key driver for the busy parent. However, given the
importance of time and ease of shopping, it is not surprising to see why brick-
and-mortar retailers still offer relevant advantages including service, ease of
returns, instant gratification and try before you buy. Enhancing the online
shopping experience with reviews, articles, accurate sizing guidelines and
how-to info and making online returns easy, quick and cheap shipping options
become key pillars for online only offering.
12. In line with the above, the top rated online stores are (Amazon, BabyAge,
Babies"R"Us). What those have in common is that they excel in price, website
ease-of-use, free/cheap shipping options, speed of shipping and offering a
broad selection.

5
Detailed Discussion
Section 1 - What We Know About The Target
According to the US census, there are currently just over 4 million babies born in the
US each year. Who is having these babies?
It is first important to note that having a baby is universal. That is, people from all
races, regions, income brackets, education levels, etc, can and do have babies in the
US every year. That said, there are some skews noted for households with young
children (under 3). Having said this, it is also important to remember the age of the
child may be the more important targeting metric, as this ties to buying cycles more
than age and other characteristics of the mom – more on this later in the report.
Demographics
The biggest group of moms skew females 20-34, of an ethnic origin
(primarily Hispanic/African American), and most likely live in the
West/South West USA.
Implications: Despite women having children at an older age year
over year, the ‘volume’ of moms in the US remains women in their
late twenties/early thirties, with some special attention to minority
groups.
Detailed analysis:
 Moms skew female with a younger family, married couple, though there is
also a notable proportion (about 1/3 of new moms per census data) who are
not currently married. As such, it will be important to keep these single
moms in mind, as they represent about 10 million moms (source #6).
 Moms generally skew younger, with an over index to 20-34 and a
concentrated skew in the 25-34 range.
 About 10% of women ages 20-34 have had a child in the past year, with
about a third of these being their first child (US census). By the time women
are 40, about 80% have given birth (source #4). However, the bulk of
current moms of children under 3 remain within the 20 – 34 age bracket.
 Moms skew to minority groups in the US, including Hispanic/Latino, African
American, and to a lesser extent Asian. Of note, African American and
Hispanic women tend to have their first child slightly earlier - i.e. 18-19 years
old - than other races (source #7). Over the period from July 2010-2011,
more than half the US newborns were of ethnic or racial minorities (source
#10). Some special attention to these minority groups in terms of market ing
placement/materials/messaging is likely warranted in this case, as the
proportion of births to minorities has risen over the past decade. However, it
is also important to note that Caucasians make up the majority of the US
population.
 Regional skew towards the Western US - SouthWest, Pacific and Mountain
regions specifically. Northeastern states have the lowest birth rates per
number of women. Utah has the highest birth rate, Vermont the lowest. In
absolute numbers, California, Texas and New York are the states with the
most births per year, presumably due to large population sizes.

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Socioeconomics
US Moms may be working or full time homemakers, but they skew towards
women with large families and slightly lower education, net worth and
income than the rest of the US population, perhaps due to their age (and
skews to ethnic minorities).
Implications: Price/Value and convenience/ease of shopping will be
key for any offer to US moms given their limited time and funds.
Detailed analysis:
 Moms tend to have slightly lower education levels, particularly fewer women
with advanced degrees. This could be, in part, due to these families being
younger and not yet having the school experience to realize these advanced
degrees, and/or those working towards advanced degrees have put off raising
a child in order to attain their degree.
 Moms tend to be working, temporarily out of the workforce, or homemakers.
Two in three moms worked through their pregnancy, and of these, most
worked up to the month before giving birth (source #6). About half of new
moms were back to work within 6 months of giving birth (source #6). This
supports the importance of making baby product shopping easy and
convenient.
 Despite working moms, they skew to slightly lower income bracket ($30-
$35K), along with a skew in the mid/upper ($60-$74K), along with a lower
net worth overall. Similar to education status, this could be in part due to the
families simply being younger in general.
 Moms skew to home renters. If they own their home, it is a lower value
home.
 Moms tend to be the principal shopper for the house. As well, females
account for the vast majority of consumer product purchases in general, so
appealing to moms (as opposed to the ‘parents’) will be key.
 Moms tend to live as part of larger families of 3-8 people (1-5 kids in HH, with
at least one under 3 years old). Given their age, it is not surprising to see
them likely to also have 3-5 and/or 6-11 year olds in the HH, though less
likely to have any teens (12-17 years old) in the house. They also are less
likely to have a pet in the house.
Psychographics
Moms are family centric, with a strong emotional connection to their child,
and seek to build lasting memories. They are looking forward to the rewards
of being a parent, and tend to appreciate the humor in many parenting
situations.
Implications: Interestingly, most women feel advertisers don't
understand them (source #26), so an emotional connection in line
with their psychographic profile is key in the content and look and
feel of the brand and communications.

7
Detailed analysis:
 Based on advertising content analysis, messages that speak to parents are
centered around family, and offer strong emotional elements parents can
understand, relate to, and find engaging. It is not surprising that many baby
product ads utilize cute, happy babies as a way to create instant emotional
response and engagement.
 Forming a strong bond with their children and new memories that will last a
lifetime are important, and advertisers certainly tap into this idea - showing
images from first birthdays, etc.
 Having a new baby generally seems to bring hope and the feeling of a new
beginning to parents. This sense of newness and hope may also translate
into being open to new experiences, even in relation to brand trial.
 New parents seem to appreciate that along with the hard work of parenting,
there are rich rewards and even a funny side of parenting. Some ads tap into
this humor aspect well, such as Huggies 'Office' ad or their 'Sock puppet' ad
from a few years ago. Humor, when used well and integrated into the story
can help engage the audience and generate lasting impressions.
 "The joy of having children" was the most cited reason for parents deciding to
have kids. That said, just under half also said, "There wasn't a reason; it just
happened" (source #3).
Attitudes
New moms do not seem to feel parenting is easy and they are under stress.
However, this does not seem to create a barrier to express feelings of love,
openness and concern for their children.
Implications: In addition to price and convenience, stress free
shopping and tools to connect with communities of other moms (via
reviews, discussion forums, etc.) are key to connect with any baby
product offer, including distribution/retailers.
Detailed analysis:
 About one in two mothers said they had a child when they were ready (source
#4). On the other hand, this means that half the mothers in US do not feel
ready. Many sources state that new parents are baffled, stressed,
overwhelmed and want some help. As such, anything that can be offered to
help navigate the research/buying of baby related products may serve
Marilynjean.com well.
 While new parents seem under stress, they also seem very open and loving.
These are important emotional platforms to bring into in any messaging.
 Great concern for their children in all ways (baby's health, how to parent,
what to buy) appears to be universal. Parents seem to crave information that
will help them be better parents.
 New moms seek the camaraderie and advice of other moms, either in person
or online, through forums and blogs. Having a baby seems to offer
opportunities for forming new/larger communities/circles of friends.
 While new moms do seek advice from others, many also seem quite
opinionated in terms of parenting styles and products they buy and trust.
Brand ambassadors may be an important element during the US launch.

8
Media Use & Consumption
Moms' media consumption skews to magazines, OOH, and slightly to
internet.
Implications: There may be a need to reach moms via more than
online (multiple-touch points), but keep in mind that these mothers
get bombarded with marketing materials.
Detailed analysis:
 The media consumption of residents in households with babies skews to
magazines, out of home (e.g. billboards), and slightly to internet. This
suggests non-traditional/secondary medias should play an important role in
any campaign designed to target this audience.
 This group skews towards less TV watching (including primetime), and also
less newspaper reading.
 In general, campaigns that utilize multiple, synergistic touch-points produce
the strongest results. This may be particularly true in this category, given the
complex buying process for consumers shopping the category.
 Because births are public record, families with newborns are typically
bombarded with marketing materials, special offers, etc (source #13). This
likely creates a very cluttered advertising environment in the category, which
means any creative has to be very strong and compelling in order to break
though and be noticed. Further, this may suggest targeting those who are
pregnant but have not yet had their baby, and/or those with toddlers (e.g. 1-
2 years old), may be a viable option if a somewhat less fragmented/cluttered
advertising environment is a central element of the marketing strategy.

9
Section 2 - The Buying Cycle and the Sweet Spot
There seems to be two main buying cycles of baby products, with the
primary being around pregnancy/newborn and the second (albeit less
intense) around the time the child is 12 – 24 months old. September is the
most popular month for newborn babies, followed by August, June, and
July, respectively (source #6). Strong buying cycles will likely align 3-6
months prior to these months (mainly Winter/Spring months), given the
buying cycle data found in the next section.
Implications: Targeting by pregnancy as opposed to motherhood may
be most effective given (a) the kind of products Marilynjean.com
carries that tend to be purchased months prior to baby arrival, (b) the
lighter bombardment of marketing and promotional material (those
tend to happen as soon as baby is born and records of newborn
become public) and (c) it could create trial that will translate into
repeat purchase once the second batch of purchasing takes place.
Detailed analysis:
1. Pregnancy/Birth
 The second trimester of pregnancy is when most expectant mothers begin
buying baby items (source #13 and our online survey). This means
awareness should likely come before this time, so these shoppers will be
looking at/shopping on Marilynjean.com.
 This first buying cycle is when most items are being purchased, as the
parents prepare for the birth. There are many necessities purchased at this
stage, but our qualitative survey also suggests that bigger ticket items,
perhaps even some non-essential ones, are easier to justify earlier in the
pregnancy, as the reality of the cost of raising a child has not yet set in fully.
 Once the baby is born... "new parents’ habits are more flexible than at almost
any other time in their adult lives." (source #13) This suggests this is the
time where the most opportunity lies for building trial and loyalty. Intuitively,
the brand affinities/loyalties built at this stage can potentially impact
decisions for the family (both parents and kids) for years.
2. 1-2 Years
 Our qualitative research suggests a second buying cycle when the child is 1-2
years old. This second cycle is mainly due to the child outgrowing items, so
parents need to re-purchase larger items (e.g. bigger car seat, larger clothes,
etc).
 There were also various mentions of purchases around the first birthday,
which is a milestone, and often involves a party with friends and family
buying gifts as well as the parents.
 Aside from simply buying larger items, as the child develops, items
needed/desired also change over time - e.g. buying of tricycles, larger toys,
etc.
 This second buying cycle also appears to be a suitable time for parents to
replace older/well used items such as bibs, sheets, toiletries, etc.

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Section 3 – The Research & Buying Process
As one would expect, the fact that the products will be used by the babies
implies ultimate care is taken to purchase the right, safe and cost effective
product. As such, the purchase process is complex and involves multiple
sources of information, and parents are doing a lot of research before
buying.
Implications: A site that is streamlined, facilitates the buying process
and provides access to information including product reviews, peer
discussions, and technical information on the products will be key
motivators.
Detailed analysis:
 The research/buying process is quite complex, and includes multiple touch-
points: consulting friends, comparison shopping, checking several reference
resources and getting validation from trusted experts or word-of-mouth
sources (source #35). Other touch-points include websites, ads, apps and
social networking.
 Lots of research is happening before parents buy a baby product - more so
than for other household products. One study states toys and baby food are
the most highly researched products by parents (source #36). One popular
site for this is Babycenter.com, which includes forums and a product recall
locator. Other sites that provide lots of content in way of research materials
for parents include Babies"R"Us, Hasbro and Leap Frog.
 Online customer reviews are a critical source of research for buyers. It will be
important for Marilynjean.com to provide this type of comprehensive
customer product reviews, much like those found on Amazon or Babies"R"Us
websites.
 Word-of-mouth reviews are also important, so creating buzz around the US
launch will be important.

11
Section 4 - The Economic Opportunity
A lot of money is spent in a relatively short period to prepare for a new baby
($7K-$14K in the first year), particularly for first-time parents, who are
more likely to over-spend.
Implications: Value/Price and Quality are key, particularly for the big
spender first time mom.
Detailed analysis:
 The market is large: it is estimated that $36.3 billion is spent annually by
North Americans on baby products (source #15), though another source puts
this figure closer to $7 billion (source #24) (variations in these figures are
most likely a function of different categories being included in the calculation).
Either way, the market is sizable and expanding, with companies creating
new lines around areas such as organic/natural, germ protection and baby
skin care, to name a few.
 The birth of a baby prompts a lot of spending on behalf of the new parents in
a relatively short period of time as they prepare for and gather what they
need. In fact, one recent study states 94% of mothers spend more money on
their child's clothes than on their own (source #20). Generally speaking,
parents want to be good parents and provide whatever their baby needs.
 In the first year, it is estimated US parents will spend $7K-$14K on their
baby. Though it should be noted, some of these estimates factor in costs
such as medical care. This cost remains similar for the first few years of the
child's life.
 Within reason, perceived quality trumps price for many parents, and once
brand loyalty has been developed, parents are unlikely to switch brands, even
for cheaper options (source #32).
 Repeat parents typically spend less than the first time around, as they can re-
use old products, and they also have a better idea of what they truly need.
 “First-time parents... believe that the more they buy, the easier it will be.”
(source #16). Parents spend more on their first baby and are less willing to
accept hand-me-downs for this first child (source #19). This drives home the
importance of capturing new parents. ("82% of parents admitted they bought
a lot of stuff for baby that they didn’t need" (source #19)).
 Interestingly, Dr. Trachtenberg, a US pediatrician, noted with her patients,
"The more stressed a new parent is about a particular aspect of their baby’s
life... the more likely he or she is to spend on it." (source #16)

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Section 5 – What & How Parents are Buying
Big ticket items are key (strollers and car seats for example) and parents
clearly get many items through their gift registry or money from friends and
relatives – but parents are ultimately the ones that select the product. That
said, do not ignore smaller items such as teething toys, sound toys,
changing pads, eating aids.
Implications: Product selection, broad offering and ability to allow
parents to specify a wish list or set up a registry are key. However,
the main target is the parent/mom and not the gift giver given the
parents are typically the ones that specify the product to be bought.
Detailed analysis:
 In terms of where the money is going relative to product purchases,
budgeting website investopedia.com provides general outlines for cost for the
first year as follows: stroller ($400+), toys ($200+), furnishings ($1100+),
nursing/feeding hard goods ($400+), formula/food ($1260+), clothes
($720+), diapers ($468+).
 The most popular items on registries include car seats, strollers, baby feeding
products, diapers, health and grooming care (source #25). This is likely a
factor of these items being necessities for new parents.
 For bigger ticket registry items, friends and family sometimes pool their
money to help purchase these more expensive items (e.g. stroller, car seat).
 Popular registry stores include Babies"R"Us (features a special customer
service desk just for registries), buy buy Baby (has in-store registry kiosks
and a large toy selection), and Target (offers a broader line of merchandise
that may not be offered by the baby specialty stores). All 3 stores offer 'in-
store' building of registries, where the expecting parent(s) can browse and
scan items they want to add to their registry with a small handheld device.
 Amazon.com also offers a baby registry, and there are online guides to aid in
this process, including one that utilizes a popular baby product guide, 'Baby
Bargains'.
 Family, especially the child's grandparents/great grandparents often
contribute a sizable sum towards baby products. Web comments regarding
these gifts report sums ranging from $100 - $7,000 (source #27). From
reader comments, it appears more likely that these gifts are monetary in
nature - in other words, the gift givers are not necessarily buying the
products themselves, but rather giving the new/expecting parents money to
help buy what they need, or buying specifically what the parent is asking for.
As such, it likely does not make sense to specifically target these buyers.
 According to Amazon.com, the following are the top ten best sellers in Baby.
The majority of these products have been consistent best sellers for Amazon
for at least 2 years. More detailed tables presenting Amazon's top 5 baby
products by category can be found in Appendix III.
 According to recent market stats, the key brands in the baby products market
include Johnson & Johnson, Gerber Products, Wakodo, Morinaga Milk, Nestle,
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10
Vulli Sophie
the Giraffe
Teether
Baby Einstein
Take Along
Tunes
Summer Infant
Contoured
Changing Pad
Freshfoods
Mash & Serve
Bowl
Thermos Foogo
Leak Proof
Stainless Steel
Food Jar, Blue,
10 Ounce
Nosefrida The
Snotsucker
Nasal Aspirator
Carter's Keep
Me Dry
Waterproof
Fitted Quilted
Crib Pad, White
Cloud b
Twilight
Constellation
Night Light,
Turtle
Lamaze Play &
Grow Freddie
the Firefly Take
Along Toy
Replacement
Tubing for
Medela Pump
in Style and
New Pump in
Style Advanced
Breast Pump

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Procter & Gamble, California Baby, Synutra, Mead Johnson Nutrition, Kao,
Babies"R"Us, Pampers, Beech-Nut Nutrition, UniCharm, SMA Nutrition, Hain-
Celestial, SCA Hygiene Products, Danone, Hero, Abbott Nutrition, The Parent
Company, Seventh Generation, Fisher-Price, Organix Brands, Kimberly-Clark,
Earth's Best, HJ Heinz, and International Inc. (source #24)
Section 6 – The Key Product & Brand Choice Drivers
Parents are seeking high quality, functional, stylish, safe products that can
make a statement. They look for brands they trust, can connect with
emotionally and perceive to deliver on the key drivers of quality, style and
functionality.
Implications: A carefully curated selection of products will be key.
Detailed analysis:
 Sales of safety related products (e.g. baby monitors, stair gates, etc) have
reportedly benefitted from relatively recent changes in social perceptions and
government legislation regarding these products.
 Current trends suggest buyers are currently looking for functional/ergonomic
designs, stylish choices, items that make a statement, all with a focus on
safety (source #30). Products that can offer a combination of these things
are likely to do well.
 Some parents want their baby product purchases to make a statement (e.g.
highest safety rating, modern design, organic, etc), and are willing to pay a
premium for this.
 Emotional reward appears to be a driver, with half of parents saying, “I don’t
just buy brands for functional reasons, I also get an emotional reward out of
it” (source #36). This passion/emotional aspect supports the idea that brand
purchase decisions are made carefully, and that brand trust is critical.
 Interestingly, some new parents are utilizing baby planners to help them
decide which products to buy and where to buy them. It does not appear this
is a large market today, but may be worth monitoring in the coming years.
 Co-branded products are trending, including branding efforts with celebrities
and characters from children's TV shows.
 Green baby products appears to be a trend, though it is not yet clear if being
green is equally important as other factors like style, functionality and trust.

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Section 7 – What About Online Shopping?
Key advantages of online shopping for baby products include tandem
research and buying, customer reviews, and ease of shopping – the latter a
key driver for the busy parent. Given the importance of time and ease of
shopping, it is not surprising to see the advantages for in-store including
service, ease of returns, instant gratification and try before you buy.
Implications: Enhancing the online shopping experience with reviews,
articles and how-to info will be important to help out new moms and
draw them to the site. Also making online returns easy, quick and
cheap shipping options, and accurate sizing guides will be important.
Detailed analysis:
Online Advantage
 While not specific to baby products, 22% of women shop online at least once
per day (source #26), so women are already online, shopping. As such, it is
not a stretch for them to buy baby products online.
 Allows for research and shopping to be done in tandem. One respondent
from our qualitative study stated, "When i go to a store there's so many
options and I have no idea which product is good. I like the fact that I can see
reviews on amazon and see what other parents think."
 Parents can save time and energy and shop at home, on their own schedule.
 Until very recently, there were some sales tax advantages to shopping online,
depending on state of residence (e.g. CA residences did not have to pay tax
from Amazon.com).
Retail Advantage
 On the other hand, some shoppers like to be able to see and feel the product
in person, which is an obvious advantage of the retail stores.
 Convenience when something is needed today and/or instant gratification.
 Returning is easier in-store vs online.
 For sized items (e.g. clothing), you can try on in-store before buying.
 Trained staff on-hand to help answer questions/locate products, etc.
 Don't have to pay for shipping.
Which Online Stores
Top rated online stores (Amazon, BabyAge, Babies"R"Us) excel in price,
website ease-of-use, free/cheap shipping options, speed of shipping and
offering a broad selection.
Implications: There are many big players in the online baby shopping
market, finding a way to offer must-have products while
differentiating will be key.

15
Detailed analysis:
 Independent website toptenreviews.com rated the top online baby stores for
2012. They looked at multiple facets, including product selection, website,
customer service, shipping policies, etc. Here is the ranking (source #14).
 Amazon was rated highest across the board, and has a reputation for being
cheap, fast, good website, offering free shipping and carrying everything.
 BabyAge faired quite well, though was weaker than Amazon on selection,
shipping and customer service.
 Babies"R"Us was also ranked highly, though the website and shipping were
not strong points.
Which Retail Stores
Babies"R"Us is the leading retailer in this category, but there are many
players. Many of these stores have both retail locations and online stores -
offering the advantages of both.
Implications: Talking up the key advantages of online shopping vs in-
store will be key, as these traditional retailers will all be competing
with Marilynjean.com for many of the same customers.
Detailed analysis:
 "Babies”R”Us is the nation’s leading retailer specializing in baby products"
(source #15). They operate both brick-and-mortar stores and a website and
are known for value/coupons, carrying popular brands, and a strong loyalty
program. Their online branch also provides before-birth resources where
expecting parents can do research on what they need to buy, and even how
to use products (e.g. how to install a car seat). This creates a one-stop-shop
for baby needs that parents can do either in a retail store or online.
 buy buy Baby, owned by Bed, Bath & Beyond, projects more of an upscale
image vs the more value oriented Babies"R"Us. They are known for strong
customer service and uniquely laid out stores. They operate a website as well.
 Some data suggested that traditional grocery stores are tapping int o the
opportunity and carrying a wider selection of baby products. However, high
priced items may not work in this setting (source #30).
 Other stores mentioned in our qualitative study include: Costco ("great and
cheap wipes"), Ikea ("bibs, bowls"), Target ("cute cheap clothes, organic
food, toys"), Gap, Old navy, Gymboree and Walmart ("prices, selection").
#1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11
Amazon BabyAge Babies"R"Us BabyEarth buybuy BABY Diapers.com
One Step
Ahead Target
Great Baby
Products Land of Nod Walmart

16
APPENDIX I - Sources
1. PMB (Print Measurement Bureau) 2012 Fall profile and media data for Canadian
mothers of children under 3 and children 3 – 5.
2. MRI (Mediamark Research Inc) 2012 profile and media data for US mothers of children
under 4 and under 3.
3. Pewresearch.org - The New Demography of American Motherhood - Aug, 2010
4. Statisticbrain.com - New Mother Statistics - Research Date: Sep, 2012
5. Cbsnews.com - Study: Age of First-Time Moms Is Going Up - Aug, 2009
6. Babycenter.com - Surprising facts about birth in the US - Aug, 2011
7. Cdc.gov - Age-specific birth rates
8. Cdc.gov - Mean age of mother, 1970–2000
9. Census.gov
10. Guardian.co.uk - Baby race: the US under-1 population mapped - May, 2012
11. Csmonitor.com - More than half of US babies now minorities, US Census reports -
May, 2012
12. USAToday.com - Minority Births Reach Historic High - May, 2012
13. Nytimes.com - How Companies Learn Your Secrets - Feb, 2012
14. Baby-stores-review.toptenreviews.com - 2012 Best Online Baby Store Reviews &
Comparisons
15. Cloverleafinnovation.com - Retail Reinvention: The Magic of Babies - May, 2012
16. Parenting.blogs.nytimes.com - Why First-Time Parents Overspend on Baby - May,
2012
17. Fayobserver.com - More parents buying "green" baby products, diapers - Apr, 2011
18. Budgeting.thenest.com - How Much Money Is Spent on a Baby in a Year?
19. ivillage.com - How Much Money Do Parents Spend During Baby's First Year? - Sep,
2010
20. Xojane.com - I Spend More Money On Myself Than My Kid - Aug, 2012
21. Investopedia.com - Budgeting For A New Baby - Aug, 2009
22. Amazon.com - Amazon's top baby products
23. Amazon.com - Create a Baby Registry using Baby Bargains as a Guide
24. Reportlinker.com - Baby Products Industry: Market Research Reports, Statistics and
Analysis
25. ehow.com - Most Popular Baby Registry Items; The Best Place to Do a Baby Registry
26. She-conomy.com - Marketing To Women Quick Facts
27. Babyandbump.momtastic.com - Spending on baby products before baby is born
28. Parenting.com - The Cost of Raising a Baby
29. Babycenter.com - When and where U.S. babies are born
30. Commons.emich.edu - Current Market Trends - Baby Product Industry - Apr, 2009
31. Marketintelligences.com - Trends in the Baby Products Industry - Jul, 2010
32. Nbcwashington.com - Parents Willing to Pay More for Baby Products - Apr, 2011
33. Msnbc.msn.com - Busy and baffled, new moms hire baby planners - Dec, 2009
34. Voices.yahoo.com - How to Research Baby Products - Aug, 2009
35. Swdsi.org - Online Reviews of Baby Products – A Community of Moms - 2010
36. Madeformums.com - Parents research baby toys more than any other purchase - Sep,
2012
37. Contently.com - How 3 Kids Brands Use Content to Woo Parents - Sep, 2012
38. Babble.com - Top 50 Mom Blogs - 2010
39. Topmommyblogs.com - Content analysis of mom/baby-centric blogs
40. Youtube.com - Content analysis of baby product advertisements
41. World of Moms – Boston University School of Management Paper Series No. 2012-19

17
APPENDIX II – Verbatim from Qualitative Email Survey
Q. Which stage of maternity or early parenthood involved most purchases
and key transition periods that involved new purchases.
Newborn was when the most products were bought. Then, again at 1 month as we realized we
needed things we didn't have. Then, again for the next 6 months. After 6 months, it became
the norm to buy regular items like diapers, etc. Then, at about 1 year I found the need to get
new things for both babies. Again, at 2 years. When my first was 2, she was potty trained, so
diapers ended and formula was done, so I didn't need to go to baby stores, etc for her. I tend
to go to the grocery store for diapers for my second and she is off formula and all baby foods,
etc so I don't get anything but diapers and soaps, etc for her.
Between 6 and 7 months of pregnancy with baby #1 - so much gear needed. Then around a 2
years old you need new bigger carseats and tricycles and helmets and stuff like that. Then,
when baby number 2 comes you need some replacement/incremental stuff around the 7th
month of pregnancy - new strollers a new video monitor second set of sound machines and
diaper jeanies.
Last 3 months of pregnancy and the first 6 months after birth. At 1 year birthday.
PRE - BABY
5 months - find out sex and start buying a few cute items... getting excited about baby! good
time to purchase higher priced clothes, because the reality of baby expenses hasn't set in yet
5 - 8 months - maternity clothes
6 - 8 months - designing the nursery. this, of course, hasn't pertained to us since we don't
have a nursery space. however, most of my buds who do were spending money on things like
cribs, changing tables & decor during this time frame.
7/8 months - receive lots of shower gifts - most of the big ticket items (car seat, stroller, Ergo
baby carrier received from family). Lots of nice more expensive baby clothes (see Kate
Quinn mentioned below)
9 months - all those must have items you just realized you should have: receiving blankets,
swaddle blankets, nipple cream & pads, baby wash, creams & lotions, diapers, diaper bag,
little items like rattles.
POST - BABY
3 months - baby starts to outgrow her clothes. time to buy 3 - 6 month clothes and weather
specific items (for me: had a little spending frenzy of summer suits right before we went back
east; now: long pants, long sleeved onesies & sweaters)
I started buying baby furniture probably 3-4 months before the due date. Maybe around 14 -
16 months when he grew out of his first car seat and starting walking around more I buy more
batches.
Third trimester was when I both registered for and finished shopping my baby list. I basically
got everything I needed for the first year almost during that time. I'm just not prepping for
solid foods when he turns 6 months and getting feeding related products.
Third trimester when you know that it's most likely to happen and when u possibly know the
sex of the baby, buy most of the newborn to 12 months stuff. once they go to daycare at
around 1, you buy again so that u can prep them for childcare.
Pregnancy: 7-9months, baby: 4-9 months. 6mo I had a lot of new baby related products -
starting solids, becoming more interactive with toys
During pregnancy. Around 1 years old started buying more food related items and replenish
old items (bibs, toiletries, etc).
Second - third trimester, i bought the most..... just before bb arrived and right after, i rec'd
lots of baby stuff... and i've a huge lot of 3-6mos baby clothes
Closer to third trimester of maternity bought most of my baby related products. At 6
months,1 year old and 2yrs found myself with a new batch of baby related products.

18
Around 2nd and 3rd trimester. Around 12-18 months
We did a big round of purchases late in my pregnancy...largely prepping for when Dani would
be growing from 0 to 1 yr old. As a new mom, you get a lot of clothing given to you, so you
find that you simply have to supplement what you need for the first year or so. Once the baby
is a bit older (over 1 to 1.5 yrs), you find that you've gone through much of the baby s hower
gifts and you need to start buying again. Most of this I'm thinking in terms of clothing. Other
baby-related products were largely all purchased late in my pregnancy.
2 years old - the kid starts demanding for things!
6 months into pregnancy.
Most purchases were made during pregnancy between 5-6 months. Baby is 2 months old,
have not made any new baby-related products yet
Right before baby arrived, new parents buy lots because consumerism makes you think you
need everything.... but you don't. 2 years old i.e. balance bike, umbrella stroller, cute outfits,
toddler bed, potty, food
We bought a lot of our baby items 3-4 months just before our son was born. Items we
purchased were primarily "one time" purchases such as a crib/stroller/car seat etc., which cost
the most in terms of dollar amount per transaction. However, because my son is formula fed,
we continued to buy a lot of baby related products on an on going basis as well. (Bottles,
formula, nipples etc). We generally purchase our baby stuff on a "as needed" basis so we
haven't really noticed a larger than usual batch of baby products.
Q. Where buy child’s products and why.
babies r us due to constant coupons. 20% off baby seats, strollers, etc are HUGE. Wipes from
Costco - the BEST wipes and even at a better price - how great is that. We even go in just for
that sometimes. Diapers - Vons or online at diapers.com. - soap too. Clothes, target as they
have Great prices on some really really cute clothes. Or, clothes at gymboree with coupons.
Ikea - bibs, bowls, flatware
Target - has the best price on Natural Organic baby products like Burt's Bees and California
baby Babies R Us - Occasionally, I will trek to babies are us for something special that I
need to see for myself or think I may need to return like a babyproofing device. I typically
only go there if I am buying a gift off the baby registry or if I have one of their 20% off
coupons
BabiesRUS because they have the best price on Pampers diapers and wipes. Target for clothes
and toys. Have bought a few things like car seats and monitors on Amazon.
Amazon.com for basics (easy & fast and they have everything), registered at land of nod &
giggle (organic options, cute options, combo of clothes, toys & basics/necessities - also,
guides to what you need), chloes closet consignment store - cheap and awesome used baby
clothes, Rainbow Coop - environmentally friendly baby products.
I mostly get everything off of amazon. When i go to a store there's so many options and I
have no idea which product is good. I like the fact that I can see reviews on amazon and see
what other parents think. Also I love the fact that I don't have to go out and get stuff. It just
gets delivered to my door. Saves tons of time and energy especially with a little one. And
Amazon's return policy on baby stuff is pretty easy and convenient. I do get my baby wipes
from Costco cuz they seem to be the cheapest and of good quality.
Almost all my baby purchases are through Amazon and Diapers.com. No taxes (at least used
to be) and free prime shipping (since I bought a membership at Amazon) + shopping any time
of day at my convenience without having to leave the house + I'm online doing research
anyway and I read most of the reviews before purchasing.

19
For clothes - gap, old navy and gymboree because of the selection and constant sales. for
baby needs, walmart, superstore and babies r us because of the abundant selection and sales.
Toys R Us - large selection, Walmart-price, Superstore-conveience, Zellers, TJ's, amazon.com,
babysteals.com
During pregnancy - bought many items online and were gifted many items. Post-pregnancy -
where ever convenient (ie Babies R Us, London Drugs, etc.)
Lots of presents... i bought most of mine online
Superstore for diapers, baby formula, baby snacks, clothing. It is a convenient one-stop
shop. Costco for diapers and pull-ups. Costco is lower priced. Also shop at Zellers for the
value. TJ's and Westcoast kids for specialty items.
Babies R Us - good place to pick up something in a rush. TJ the Kiddies Store - stocks a lot of
items and staff are knowledgeable.
Wal-Mart is always good because it's cheap. We got a few things from babies R us (mostly
because we had to...not by choice, they tend to be expensive). Ikea is also good because it's
cheap. (You'll sense a theme here...you have to be price conscious because you need to
purchase so much stuff in the first few years!) Clothing - again the large discount stores like
Zellers, Wal-Mart, and even Winners had a bit of stuff.
Toys r us - it's convenient for us
Walmart - convenience, Babies r us - convenience, In the states - cheap pricing
Baby's R Us, Superstore, Costco, Walmart, Children's Place, Carters (US) - depends on where
there are sales and gives us the best value
toys r us (when on sale), walmart, tulalip outlet, target, superstore, westcoast kids.
We've purchased from speciality baby stores such as Baby's World, Babies R Us and TJ
Kiddies. Because these stores cater specifically to babies and young children, the items that
they carry is much more comprehensive than Superstore for instance. However, for items such
as formula, food and diapers we frequent Superstore a lot because we can purchase the
majority of our household items there too. So in short, price and convenience is what drive s
us to certain stores. To date, we have rarely purchased online. No particular reason, except
maybe because we are impatient and can't wait for the delivery!
Q. Whether consider buying child’s products online and why/why not.
yes, do and will continue. Great way to compare. Clothes not as good as I might review
online, but need to touch and feel the product to buy.
I consider online first. We are both busy working parents. The free time I have is after 8PM
at night, I don't want to be out driving around if I can take 5 minutes to order stuff online and
scratch it off my to do list. My only hesitation is the environmental impact of ordering stuff,
which is why I try to bundle as much as I can together in one shipment.
Prefer the stores as I like to see and feel before buying. Plus it is a hassle to return things boughtonline.
Yes - nice to be able to shop online & not leave the house. Good to get updates on sales &
take advantage of free shipping.
Heck yes.
Already do.
Aside from clothes, hard to buy online. can't be bothered with the hassle of returning if things
don't work out or fit. even when i buy online, it's from the stores that I usually buy from cuz
then i know the sizing..

20
Yes, ease of buying from home, price
I did cross-border online shopping only when I wanted to buy many products at a time which
was during my pregnancy. After the pregnancy I bought significantly less online and would
buy one off items in Vancouver either in baby specialty shops or drug stores.
Of course! time saver and also it's easy to compare prices and find deals.
Yes, can find deals.
Yes, I would as long as I am able to find adequate reviews on the product or go to a physical
retail location to view/test the product before buying.
Yes, but it really isn't something that we often think about...we're still in the habit of traveling
to a store to buy things. I'm sure there are good deals online, but sometimes it's just
convenient to go to a store because you can pick up other things you need at the same time.
only big ticket items, otherwise the savings online is not worth the hassle
Yes, if the we can get a better price for the same product and shipping cost is fair.
Yes - only typical items, diaper, cream, other products that I can test before purchase
yes especially if a better price and free delivery after $20s.
As mentioned above, we haven't purchased too many baby items online. However, if the
online price is significantly less and we don't need the item urgently then we will buy online.
Sometimes once the cost of delivery is added it is no longer worth waiting for it to come in the
mail.
Q. Great brands for kids at different ages.
Diapers- pampers ONLY - and as long as possible - Swaddlers or else we have issues with
diaper rash Wipes - Costco Kirkland Brand - again due to diaper rash issues- they are both
sensitive without being called that, moist, and inexpensive Diaper cream - Balmex Bottles -
Dr. Browns All breast pump and feeding accessories - Medela Soap and Lotion - Aveeno baby
- still at age 3 too.  Safety items - safety 1st  Infant car seat stroller system - Chicco Car seat
after 1 -  Clothes - target's circo brand, gymboree, Carter's
Carseats - Britax and Graco (choice purely depends on safety ratings) (Ages Birth to 100 lbs)
Stroller - I love my Bob and we have a really nice Maclaren double stroller (I have had many,
these are the best birth to age 5)
Chicco - High chair and Pack N Play (7 months to age 3)
Melissa and Doug - Toys Age 1 to Age 4
Baby Carrier - Again, I have had many, the ErgoBaby rocks! (6 weeks to 2 years)
Summer Infant Video Monitor - I actually think the quality and reliability of these is terrible,
we have already had two break in 5 years and they are $300, but there really isn't a good
alternative and for me the video monitor helps me train great little sleepers (birth to age 5)
Pampers for diapers and wipes - 0 to 24 months
Earth's Best for jar foods and cereal - 0 to 12 months
Burt's Bees shampoo and wash
Aveeno Baby lotion
This is a hard one - so far I haven't developed too many favorite brands. I like Kate Quinn for
organic baby clothes (pre-baby I registered for lots of this stuff. Haven't bought any since then
because it's expensive. Post baby you realize that spending $5 on a used onesie is nicer than
$30 on a new one.) I like California Baby bath products because they smell nice and are eco -
friendly. I like Tea Collection clothes - SF based and I can find them at the consignment shop!

21
We liked earth's best for formula and cereal. (until the age of 1) we love melissa and doug
toys (from 1 - now) Baby einstein also has great toys (from 6 months - 1.5). Another good
one is leapfrog. Their toys seem fun, but educational at the same time.
Tea Collection clothes and blankets! =) Aden + Anais swaddle blankets for first 3 months,
Bjorn Babysitter Bouncer for first year I'd imagine, Ergo Baby Carrier also for the first year.
I like babygap for clothes cuz when on sale, decently priced and wears/washes well...good for
crawling and when baby is more active. for connor, i found that pampers diapers fit him
better than huggies (leak wise)
Kushies: change pad covers, bibs. Babylicious: receiving blankets. Piccolo Bambino: receiving
blankets. Carter's: baby clothes. Ergo baby carrier. Fisher-Price toys. Stride Rite shoes for
toddlers. Robeez shoes for babies.
Parade, Perlimpinpin, melissa&doug, fisher price, baby einstein
Considering my baby is only 7mos, i like anything that ease me from taking care of my baby
on a day-to-day basis... items like stroller, carseat, bouncy chairs, high chairs, walker,
playmats...etc. i don't have specific brand that i like the most
Thermos products (for 3 months and up). Fisher price toys, booster seat for birth and up.
Robeez shoes for babies. Kushi for baby change pads, crib sheets.
I generally don't look at specific brands. It would depend purely on what I am purchasing.
From there, I'd look at what brands are available and usually will choose the most reputable
brand based on reviews or just what I hear about the brand (i.e. I tend to go with brands I
grew up with such as Fisher Price, etc).
So far we haven't been particularly brand conscious in terms of product choice for Dani. The
First Years produces great products, but I don't think that we actually have bought any things
for her from them yet. Most of the toys have been hand-me-downs or stuffed animals that
don't carry a particular brand name with them. I'm sure in the future we'll have stuff from
The First Years...they always seem to be designed well and help develop the kid's cognition.
Lego and Mega Blocks are always great options because it helps the kids express their
creativity, learn and refine their motor skills, and are relatively easy for the parents to clean
up. :) Plus they have a wide range of options for different age groups.
We are a big fan of playmobil
Pampers, huggies, Carter, Tommie tippie, Playtex, Nuk, Fisher price
Baby is only 2 months, we have not switched brands on current products. We are currently
using Pampers diapers, Kirkland wipes, Fisher Price Toys/mobiles, clothing/blankets etc from
various stores - Carters, Joe Fresh. We use products that are good values, good quality and
safe for our baby. We will likely continue using those same brands.
Fisher price, aveeno, safety first, and organic items, pampers, karen katz books, enfamil,
evenflo glass bottles, avent pacifiers 0-5 months. mexx, carter, bumbo chair, gerber/heinz
foods, sage humidifier, 6 months. Maclaren stroller, safety first car seat 1. 5 years.
Joe's, Target (circo), huggies, kirkland, safety first bed rail years old. puma, new
balance shoes, leap frog leap pad, 3 years. osh gosh, gymboree, children's place 4 years old.
Diapers - been using Huggies for the majority of the time. Formula - Enfamil A+ from 0-12
months, now Enfagro. Food - we generally try to buy organic when available, but not any
particular brand. Baby bottles - Dr. Browns. clothes - Carters (good value, decent quality,
decent style).

22
APPENDIX III – Amazon.com Baby Products - Top 5 Sellers by Category
(Oct 5, 2012)
Bathing/Skin care
#1 #2 #3 #4 #5
Pampers
Sensitive
Wipes 64 Count
(Pack of 12)
Pampers
Softcare Baby
Fresh Wipes
12x Box With
Tub 864 Count
Pampers
Softcare
Unscented
Wipes 12x Box
With Tub 864
Count
Nosefrida The
Snotsucker
Nasal Aspirator
Lansinoh HPA
Lanolin for
Breastfeeding
Mothers, 40
Grams
Bedding
#1 #2 #3 #4 #5
Carter's Keep
Me Dry
Waterproof
Fitted Quilted
Crib Pad, White
American Baby
Company
Organic
Interlock Pack
N Play Sheet
American Baby
Company 100%
Cotton Value
Jersey Knit
Fitted
Portable/Mini
Crib Sheet,
Celery
BreathableBaby
Breathable
Mesh Crib
Liner, White
aden + anais 4
Pack Muslin
Swaddle Wrap,
Jungle Jam
Car seats
#1 #2 #3 #4 #5
Graco Nautilus
3-in-1 Car Seat,
Matrix
Britax 2 Pack EZ-
Cling Sun
Shades, Black
Kiddopotamus
Snuzzler
Complete Head
and Body
Support, Ivory
Terry
Brica Baby In-
Sight Mirror,
Gray
Munchkin
Backseat
Organizer,
Black
Diapering
#1 #2 #3 #4 #5
Playtex Diaper
Genie Refill
(810 count total
- 3 pack of 270
each)
Pampers Baby
Dry Diapers
Economy Pack
Plus Size 4 192
Count
Seventh
Generation
Free & Clear
Baby Wipes,
350 count
Pampers
Swaddlers
Diapers
Economy Pack
Plus Size 3, 174
Count
Pampers Baby
Dry Diapers
Economy Pack
Plus Size 5 172
Count
Feeding
#1 #2 #3 #4 #5
Lansinoh 20435
Breastmilk
Storage Bags,
25-Count Boxes
(Pack of 3)
Lansinoh 20265
Disposable
Nursing Pads,
60-Count Boxes
(Pack of 4)
Earth's Best
Organic Infant
Formula with
Iron, DHA &
ARA, 23.2
Ounce
Canisters (Pack
of 4)
Freshfoods
Mash & Serve
Bowl
Replacement
Tubing for
Medela Pump
in Style and
New Pump in
Style Advanced
Breast Pump
For Moms
#1 #2 #3 #4 #5
Wondfo
Pregnancy Test
Strips, 25-count
50 Ovulation
Prediction
Strips & 20
Pregnancy Test
Strips
Combo pack 40
(LH) Ovulation
tests and 10
(HCG)
Pregnancy tests
Leachco
Snoogle Total
Body Pillow
Nexcare 524560
Basal Digital
Thermometer

23
Furniture
#1 #2 #3 #4 #5
Carter's Keep
Me Dry
Waterproof
Fitted Quilted
Crib Pad, White
Safety 1st
Heavenly
Dreams White
Crib Mattress
Prince
Lionheart
Jumbo Toy
Hammock
Graco Pack 'N
Play On the Go
Travel Playard,
Go Green
Dream On Me
3" Playard
Mattress,
White
Gear
#1 #2 #3 #4 #5
Vtech - Sit-to-
Stand Learning
Walker
Fisher-Price
Rainforest
Jumperoo
Fisher-Price
Rainforest
Melodies and
Lights Deluxe
Gym
Fisher-Price
Cradle 'N
Swing, My
Little
Snugabunny
ERGObaby
Heart2Heart
Infant Insert,
Natural
Gifts
#1 #2 #3 #4 #5
Vulli Sophie
the Giraffe
Teether
Manhattan Toy
Winkel
Philips AVENT
BPA Free
Classic Infant
Starter Gift Set
Munchkin
Twisty Figure 8
Teether
Sassy Ring O'
Links Rattle
Developmental
Toy
Health & Baby Care
#1 #2 #3 #4 #5
Vulli Sophie
the Giraffe
Teether
Crane Ee-
5301W Drop
Shape Cool
Mist
Humidifier,
White
Vicks Warm
Mist Humidifier
with Auto Shut-
Off
Crane 2.3
Gallon COOL
Mist
humidifier,
White and Blue
Nosefrida Baby
Nasal Aspirator
with 4 filters
and 20
Additional
Filters
Nursery Décor
#1 #2 #3 #4 #5
Munchkin
Nursery
Projector and
Sound System,
White
Cloud B
Twilight Pink
Ladybug - Night
Light
RoomMates
Disney Princess
Peel & Stick
Wall Decals
with Gems
Cloud b
Twilight
Constellation
Night Light, Sea
Turtle
Cloud b Sleep
Sheep Four
Soothing
Sounds From
Nature

24
Potty Training
#1 #2 #3 #4 #5
Pampers Easy
Ups Trainers,
Value Pack,
Girl, Size 4
S2T/3T, 100
Count
Pampers Easy
Ups Boy
Trainers Value
Pack Size 5
S3t/4t 90 Count
Pampers Easy
Ups Girl
Trainers Value
Pack Size 5
S3t/4t 90 Count
Pampers Easy
Ups Boy
Trainers Value
Pack Size 4
S2t/3t 100
Count
Pull-Ups
Learning Design
Training Pants,
Size 3T-4T, Boy,
50 Count (Pack
of 2)
Safety
#1 #2 #3 #4 #5
Infant Optics
DXR-5 2.4 GHz
Digital Video
Baby Monitor
with Night
Vision
Regalo Easy
Step Walk Thru
Gate, White
Mommy's
Helper Outlet
Plugs 36 Pack
Motorola
MBP36 Remote
Wireless Video
Baby Monitor
with Infrared
Night Vision
and Zoom, 3.5
Inch
Regalo Easy
Open Super
Wide Walk
Thru Gate -
White
Strollers
#1 #2 #3 #4 #5
Munchkin
Backseat
Organizer,
Black
Britax Stroller
Organizer,
Black
Baby Buddy
Secure-A-Toy,
Orange/Gold
Bob Handlebar
Console for
Single Strollers,
Black
Hook 'n' Stroll
Stroller
Accessory,
Black

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