Leaders in infant developmental toys

Battat Inc., Plattsburgh, N.Y., www.battatco.com

Privately held. Infant developmental toys include ring stackers, infant puppets, musical toys, activity bars, blocks and plush. Other products include science models, wooden puzzles and building sets. Total 2004 sales estimated between $20 million and $25 million.

BRIO Corp., Germantown, Wis., www.briotoy.com

Osby, Sweden-based company. Publicly held, traded on the Stockholm Stock Exchange. Founded in 1884. Infant developmental toys include rattles, plush, musical toys, rollers, teethers, blocks, pull toys and bath toys. Its Brio Soft collection is suited for three age groups: birth and up, 6 months and up, 12 months and up. Its Ambi Toys brand is divided into the categories of pram, crib and playard, rattles and teethers, bath time and discovery and activity. Acquired European Nursery Group, the Norwegian-based developer and marketer of strollers, car seats and accessories, in January. Other products include its wooden railway system, smart track toys and wooden games.

Chicco USA, Lancaster, Pa., www.chiccousa.com

Privately held. Infant developmental toys include activity centers, pull toys, musical toys, rattles and bath toys. Infant toys are divided into age-appropriate categories: "from birth" for 0 months and up, "from weaning" for 5 months and up, and "from the first steps" for 12 months and up. Other products include strollers, travel systems, infant carseats, highchairs, including hook on table chairs, bouncers, playards, infant carriers and backpack carriers. Total 2004 sales estimated between $5 million and $10 million.

Dolly, Tipp City, Ohio, www.dolly.com

Privately held, in business since 1923. Infant developmental toys include musical pull-downs, plush, rattles, teething blankets and mobiles. Has licenses with Disney Baby, Fisher-Price, Warner Brothers and Boyds Bears. Has produced Target's Classic Pooh plush program for Disney for two years. Other products include diaper bags, infant carriers, night lights, lamps, infant decorative accessories and infant textiles. Total 2004 sales estimated between $25 million and $30 million.

Equity Marketing, Los Angeles, www.emak.com

Part of publicly held EMAK Worldwide, fiscal year ended Dec. 31, 2004. Launched its Baby Einstein line of infant developmental toys in January 2004. Products, geared towards toddlers, include the Musical Discovery Ladybug, Musical Pop Up Pals, and Shapes and Sounds Turtle and were sold exclusively at Target and Babies "R" Us during 2004. Total sales for EMAK Worldwide's fiscal year ended Dec. 31, 2004, were $236.7 million, up 8% from $219.1 million in 2003.

Fisher-Price, East Aurora, N.Y., www.fisher-price.com

Division of publicly held Mattel, fiscal year ended Dec. 31, 2004. Is celebrating its 75th anniversary this year. Infant developmental toys include teethers, crib toys, mobiles, activity tables, activity gyms, blocks, stackers, vehicles, shape/color sorters and push/pull toys. Infant toys include the Laugh & Learn line, Peek-a-Blocks and Link-a-Doos. Partnered with Artisan's Family Home Entertainment in 2004 to produce a line of Fisher-Price-branded infant developmental videos, DVDs and CDs. 2004 awards include Parents Magazine's Best Toy award for birth to 12 months for Ocean Wonders Kick & Crawl Aquarium, the Oppenheim Toy Portfolio Gold Award for Peek-A-Blocks IncrediBlock and American Baby Magazine Toy of the Year award for Laugh & Learn Learning Home. Worldwide gross sales for Fisher-Price in 2004 were $1.92 billion, up 8% from 2003.

Gund, Edison, N.J., www.gund.com

Privately held. Founded in Norwalk, Conn., in 1898. Is the leading soft toy manufacturer in the U.S. Infant developmental toys include its babyGund brand. Its Itty Bitty Bug rattle and Tutti Frutti plush won platinum awards from the Oppenheim Toy Portfolio in December 2004. Total 2004 sales estimated between $10 million and $15 million.

HABA, Skaneateles, N.Y., www.habausa.com

Part of Germany-based Habermaass Corp. Infant developmental toys include rattles, clutch toys, teethers, mobiles and rolling toys. Other products include nursery furniture, games, jewelry, juvenile toys, tableware and decorative accessories.

Imagiix, Cincinnati, www.imagiix.com

Privately held manufacturer of toys from infancy through age 12. Infant developmental toys include its Milestones collection and Deedle Dudes. Milestones are divided into these developmental stages: self accomplishment, action with purpose, imagination and discovery, expressing emotion, physical coordination and social interaction. Toys include activity mats, play mats, plush, mobiles, musical toys, books, rolling toys and pull toys. Total 2004 sales estimated between $2 million and $5 million.

Infantino, San Diego, www.infantino.com

Privately held manufacturer and international distributor. Founded in 1978. Infant developmental toys include puzzles, rattles, shape sorters, bath toys, pull toys, clutch toys, stackers, mobiles, musical toys, play gyms, play mats and mirrors. Activity toys are divided into five age-appropriate developmental stages. Other products include infant carriers, supports and bedding. Total 2004 sales estimated between $18 million and $25 million.

International Playthings, Parsippany, N.J., www.intplay.com

Privately held. Offers more than 600 toys for infants through teenagers. Hong Kong-based Grand Toys International agreed to acquire International Playthings for approximately $9 million in February 2005. Infant developmental toys include blocks, plush, rattles, teethers, stackers, play centers, shape sorters, pull and push toys, musical toys, bath toys, mirrors, puzzles, cars and books. Infant brands include Earlyears, i play, Viking Toys and Tomy Baby. Earlyears toys are divided into birth and up, 6 months and up, 12 months and up and 18 months and up. Total 2004 sales estimated between $25 million and $30 million.

Kids II Inc., Alpharetta, Ga., www.kidsii.com

Privately held manufacturer and distributor. Infant developmental toys are sold under the Bright Starts and Bright Inspirations brand and manufactured under a variety of licensed properties including Baby Einstein, Care Bears and Carter's. Bright Starts products are appropriate for children ages 0 to 3. Toys include activity gyms, play mats, teethers, stackers, bath toys, musical toys, mirrors, books, blocks and rattles. Other products include bouncers, doorway jumpers, play gyms and stationary entertainers. Total 2004 sales estimated between $10 million and $20 million.

LeapFrog Enterprises Inc., Emeryville, Calif., www.leapfrog.com

Publicly held, fiscal year ended Dec. 31, 2004. Educational toy manufacturer for ages birth through 10. Introduced its LeapFrog Baby line in May 2004. LeapFrog Baby, designed for newborns to toddlers, includes the Learn & Groove Activity Station, Magic Moments Learning Seat and Touch & Tug Discovery Book. Other infant products include its Alphabet Pal Caterpillar, Fridge Farm Magnetic Animal Set, the LeapStart Gym, the LeapStart Learning Table and the Learning Band Walker. Cut approximately 180 jobs in February in an effort to lower annual expenses by $35 million to $40 million. Total 2004 sales were $638.8 million, down 6.1% from $680.0 million in 2003.

Learning Curve International, Oak Brook, Ill., www.learningcurve.com

A division of publicly held, RC2 Corp., fiscal year ended Dec. 31, 2004. Infant developmental toys include the brands of Lamaze for ages birth to 12 months and Eden for ages birth to age 3. Other brands include Thomas & Friends, Bob the Builder, John Deere Kids, Madeline, Holly Hobbie and Earth 2 Jane. Its Lamaze Infant Developmental System guide infants through key phases with age and developmentally appropriate toys that help develop senses, motor skills and cognitive thinking. Toys include mirrors, play mats, musical toys, sorters, stackers, nesters, mobiles, books and rattles.

Mamas & Papas, Carson, Calif., www.mamasandpapas.com

Mamas & Papas toys debuted in the U.S. in February 2004 at Toy Fair. The U.K.-based Mamas & Papas line is imported by Carson, Calif.-based Dolce Toys. Infant developmental toys include teethers, rattles, travel toys, activity arches, musical and light toys, plush, mobiles, play mats, gyms and rocking animals. Parenting Magazine named its Splash Magnetic Blocks as one of the 2004 toys of the year in the birth to 18 month category. Total 2004 sales estimated between $5 million and $10 million.

Manhattan Toy, Minneapolis, www.manhattantoy.com

Part of privately-held Manhattan Group. Infant developmental toys include plush, mobiles, rattles, activity gyms, play mats, musical toys, mirrors, books, stackers and teethers. Infant brands include Manhattan Baby and Whoozit. Other brands include Groovy Girls, Dr. Seuss, Puppettos and Manhattan Toy. Launched its Manhattan Toy online store at www.manhattantoy.com in March 2004. Total 2004 sales estimated between $5 million and $10 million.

Munchkin, Van Nuys, Calif., www.munchkininc.com

Privately held. Infant developmental toys include teethers, musical toys, activity mats and plush. Other products include infant bottles and cups, bath accessories, carseat accessories, diaper accessories, feeding accessories, infant furniture and other accessories. Total 2004 sales estimated between $10 million and $15 million.

North American Bear Co., Chicago, www.nabear.com

Privately held. Founded in 1978. Its Baby line features stackers, mobiles, pull toys and plush. Other lines include its Classic Bears and Muffy VanderBear Couture lines. Total 2004 sales estimated between $2 million and $5 million.

Sassy Inc., Kentwood, Mich., www.sassybaby.com

Privately held. Infant developmental toys include rattles, stacking and sorting toys, mobiles, books, balls, bath toys, plush and attachable toys. Toys are divided into age-appropriate categories: birth and up, birth to 5 months, 3 months and up, 6 months and up and 9 months and up. Also manufactures infant feeding, grooming and care products. Total 2004 sales estimated between $5 million and $10 million.

Small World Toys, Culver City, Calif., www.smallworldtoys.com

Privately held manufacturer, marketer and distributor of toys and educational products for children from birth to 10. Purchased by Savon Team Sports Inc. in May 2004. Brands include Ryan's Room, Gertie Ball, IQ Baby, Puzzibilities and Small World Kids. Acquired Long Beach, Calif.-based Neurosmith in September 2004. Infant developmental toys include plush, teethers, blocks, musical toys, activity mats, shape sorters, vehicles, mirrors, puzzles and blocks. Also holds the rights in the U.S. for specialty channel distribution for Little Tikes and Tolo brands. Total 2004 sales estimated between $20 million and $25 million.

Star Electronics, Arlington Heights, Ill., www.star-electronics.com

Part of Hong Kong-based Star Electronics. Infant developmental toys include musical toys, activity bars, balls, rattles, mobiles, sensory/activity mats and push/pull toys. Also manufactures preschool toys.

The First Years, Avon, Mass., www.thefirstyears.com

A division of publicly held RC2 Corp., fiscal year ended Dec. 31, 2004. RC2 acquired The First Years in September 2004. Infant developmental toys include stackers, sorting toys, teethers, bath toys, books, rattles and musical toys. Other products include booster seats, infant tubs, monitors, safety gates, bed rails, potty seats, feeding accessories, bath accessories, wellness products and travel safety products. Licenses products under Winnie the Pooh and Mickey Mouse from Disney Enterprises and the Sesame Beginnings brand from Sesame Workshop.

Tiny Love, Garden Grove, Calif., www.tinylove.com

Part of privately held The Maya Group. Infant developmental toys include plush, activity gyms, activity centers, activity arches, mobiles, books, musical toys and stackers. Its Musical Stack & Play was awarded as one of the best toddler toys in the 2005 Oppenheim Toy Portfolio and as one of the toys of 2004 by Parenting Magazine. Expanded into licensed goods in May with the first of its Baby Looney Tunes branded products. Total 2004 sales estimated between $3 million and $7 million.

TS Kids Ltd., White House, Tenn., www.tskids.com

Privately held. Manufactures and markets more than 30 juvenile products under the Playskool brand. Introduced the Playskool brand of teething products in 2004. Also updated Hasbro's GloWorm property last year with a GloWorm GloBlankie, the GlowWorm Sooth'n Teeth'n Book, the GlowWorm Teether and the GlowWorm Snuggle Teether, all appropriate for ages 3 months and up. Infant developmental toys include teethers, musical toys, mirrors, balls, links, play gyms and books. Also manufactures feeding accessories. Total 2004 sales estimated between $3 million and $5 million.

VTech Electronics North America, Arlington Heights, Ill., www.vtechkids.com

Part of Hong Kong-based VTech Global, fiscal year ended March 31, 2004. Listed on the Hong Kong and London Stock Exchanges. Has the licensing agreement to develop Brainy Baby's branded line of toys, targeting ages birth to 12 months. Other toy lines include: infant and toddler learning products targeting 6 months to 2 years; preschool learning targeting 3 to 5 years; V.Smile targeting 3 to 7 years; and electronic learning products targeting 5 year and older. Infant developmental toys include rattles, teethers, plush, musical toys, books, rings and stackers. Its V.Smile TV Learning System was named the 2004 Ultimate Toy in the educational and learning category at the Ultimate Toy Award Show presented by Toy Wishes magazine. Total 2004 sales were $915.2 million, up 5.6% from 2003.

Sales information is based on estimated total 2004 company revenues. All revenue information, except for that supplied by publicly held companies, are Kids Today market research estimates.

Source: Kids Today market research

How the list was compiled

Kids Today's exclusive survey presents leaders in infant developmental toys.

Included sales information is based on estimated total 2004 sales. Revenue estimates are for the 12 months ended Dec. 31, 2004. All sales figures, except for those supplied by publicly held companies, are Kids Today market research estimates.

Revenue estimates are based on information from a variety of sources, including public company filings with the Securities and Exchange Commission, discussions with industry analysts and published and unpublished reports, including newspaper and trade publication articles, as well as press releases.

For the purposes of this listing, infant developmental toys include toys generally appropriate for children from birth through 2 years. Although birth to 2 years is the accepted definition for infant developmental toys, this listing also includes some toys that are appropriate through age 3. Toys include activity gyms, activity mats, teethers, rattles, stackers, push/pull toys, blocks, shape/color sorters, blocks, vehicles, bath toys, musical toys, phonics toys, electronic toys, mirrors, mobiles, nesters, books, videos, DVDs, audio CDs, plush, puzzles and puppets, among others.

The listing was compiled by Senior Research Specialist Dana French, with assistance from Database Coordinator Cynthia Myers.