The Children’s Catalog Universe Fails To Grow

The Children’s Merchandise and Apparel Category — targeting parents of babies to teens with everything from toys and educational games to cribs, clothes and home decor — has declined over the past two years, according to list brokerage services firm ParadyszMatera. The total 12-month active universe in the second quarter of 2008 was 8.2 million names, down about 4.6% or 393,000 names, compared to the second quarter of 2007.

House file universe: CHILDREN’S CATALOGS
2Q
2006
3Q
2006
4Q
2006
1Q
2007
2Q
2007
3Q
2007
4Q
2007
1Q
2008
2Q
2008
Total universe 8.5 8.7 8.6 8.7 8.6 8.7 8.5 8.2 8.2
CHILDREN’S CATALOGS with the largest active-buyer files
Rank List name 2Q 2008 Housefile universe Avg. order
1 American Girl Catalog 955,223 $100
2 Pottery Barn Kids 949,032 $170
3 Birthday Express Buyers 617,850 $85
4 One Step Ahead 589,834 $65
5 HearthSong 365,006 $65
Source:ParadyszMatera

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