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.
| 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 |
| 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 | |||