Baby Products and Accessory Market (US)

of six

Baby Products and Accessories Market-Munchkin and Safety 1st

As of 2016, Munchkin and Safety 1st had revenues of $43.5 million and $37.8 million, respectively. Munchkin's marketing strategy revolves around building a community of happy customers. Unfortunately, there are no reports in the public domain revealing the marketing strategy of Safety 1st. However, the research produced insights into marketing tactics used by Safety 1st.


  •  Munchkin's revenue reached $37.8 million in 2016, according to a report by Statista, which also observed that Munchkin was the leading baby safety and accessories brand in the US.
  • The company's marketing strategy draws from Munchkin's drive to build a lifestyle brand for families, as well as to build a community of loyal customers comprised of happy kids and happy parents, according to a report by Pixlee. As per the report, the company's marketing strategy revolves around four key channels, including Instagram, social contests & campaigns, social email personalization, and social reviews on product pages.
  • Across these marketing channels, Munchkin prioritizes the use of user-generated content to lure potential customers into its brand community, a process that makes it possible for people to be 2.3X more likely to purchase and increases order value by 20%. An executive of the company said, "photos from other consumers add trust and legitimacy to our brand, and help shoppers understand how our products fit into their active lifestyles."
  • Furthermore, across its core marketing channels, Munchkin uses the tag integration technology, Tealium, to deploy an omnichannel personalization marketing tactic, which enables it to build brand engagement and community. This deployment allows Munchkin to enhance the experience visitors get on its e-commerce websites, driving conversions and revenues.
  • According to the site analysis platform, SimilarWeb, Munchkin's estimated 87k/month website traffic comes from search (76.31%), direct (18.63%), display ads (0.40%), social media (3.95%), and referrals (0.93%). About 83% and 17% of the company's search traffic are organic and paid ads, respectively, showing that search engine optimization (SEO) is a critical part of Munchkin's marketing tactics.
  • Advertising directory, Adbeat, showed that 99% of ads by Munchkin are direct ads. Key messaging used in these ads promoted how Munchkin's products made parents and kids happier, with most of them having happy kids' images and a product caption like "New Wildlife Miracle Cups."
  • A recent email ad campaign by Munchkin had the message, "Now you can be just like your Munchkin, with our Parent & Me Miracle 360° Hydration & Cup Set," indicating that the company's messaging centers on promoting its products for kids and parents.

Safety 1st

  • In 2016, the company's revenue reached $37.8 million, according to a report by Statista, which also observed that Safety 1st was one of the leading baby accessories and safety brands in the United States.
  • In an interview with My Total Retail, Dorel Juvenile's VP of Consumer Engagement (Safety 1st's parent company), Bob Land, stated that each brand in their portfolio has a different strategy. Unfortunately, he did not provide insights into the marketing strategy of Safety 1st.
  • A report by Dorel Juvenile in 2018 showed that the company uses Facebook Live videos as part of its strategy for promoting the Safety 1st brand. According to an executive of the company in the report, "using Facebook live video as a tool is a natural evolution for our social marketing strategy; it gives us the ability to engage intimately with our consumers in a way that immediately generates awareness about our events and products."
  • According to the site analysis platform, SimilarWeb, Safety 1st's estimated 137k/month website traffic comes from search (73.22%), direct (22.74%), display ads (1.2%), social media (1.65%), and referrals (1.19%). Also, over 95% of the company's search traffic is organic, revealing that the Safety 1st focuses more on search engine optimization (SEO) as a marketing tactic for customer acquisition.
  • Advertising directory, Adbeat, showed that 99% of ads by Safety 1st have images and are 100% programmatic ads published mostly on external websites in the automobile and news industries. Key messaging used in these ads promoted the safety of kids using Safety 1st's products; for example, a recent ad campaign had the copy, "HD WiFi Baby Monitor — A WiFi Monitor You Can Trust."
  • Recent ad campaigns by Safety 1st in the last two years revolved around the need for nursing parents to protect their infants by keeping eyes on them, using the company's products. Some messages used on them include, "Take your nursery to the tech level with the Safety 1st WiFi Baby Monitor," "See and hear your baby wherever you are, whenever you want with the Safety 1st HD WiFi Baby Monitor," and others, having the same theme.

Research Strategy:

The research team began by investigating the websites and social media accounts of Munchkin and Safety 1st, looking for insights into their revenues, marketing strategy, and other information required. Unfortunately, there were no reports in the public domain by these companies specific to the needed information. As per our investigation, both brands are privately-held companies, meaning they are not obligated to reveal their financial data or marketing strategies. Therefore, we proceeded to research credible external directories and found a report by Statista, showing the revenues of Munchkin and Safety 1st. Our second investigation also produced reports with insights into the marketing strategy of Munchkin; unfortunately, there was no information in the public domain, revealing that of Safety 1st. However, we provided a few details related to the company's marketing strategy, as publicly available.

Finally, we leveraged site analysis and ad directory platforms such as SimilarWeb, Adbeat, and others to provide insights into the marketing tactics of Safety 1st, as a proxy for its marketing strategy. Then, we examined the ads by each company available in the public domain to provide information on their recent campaigns and key messaging.
of six

Baby Products and Accessories Market-Boppy and Playtex Diaper Genie

The estimated annual revenue of Boppy is approximately $5.9 million, while the profits generated by Playtex Diaper Genie in 2018 was $26.6 million.

#1. Boppy

Recent Revenue

  • According to ZoomInfo, the estimated annual revenue of Boppy is around $5.9 million.

Marketing Strategy

  • Boppy uses Advergame and digital advertisements for marketing its products.
  • Furthermore, Boppy utilizes various social media channels like YouTube as part of its marketing strategy.
  • Additionally, the company has used digital ads in its marketing efforts.
  • Boppy has also leveraged Facebook ads as part of its marketing strategy.

Key Messages

Recent Campaigns Within the Last Two Years

  • Boppy launched its "Mom’s revenge" campaign, which was spread through blogs and social networks in seven various nations and in six different languages.
  • The campaign's Advergame swiftly went viral with over 2 million internet users becoming involved.
  • The company also released the #NeverNotAMom campaign to commemorate the launch of the Boppy ComfyFit Baby Carrier, which is a product inspired by yoga apparel.

Additional Ads of Boppy

  • Here is a link to video campaign from Boppy.
  • Boppy launched a digital advertisement in the year 2019 with message "Grab the Saver."
  • Here is a link to a digital banner campaign from Boppy.
  • Boppy has active campaigns running on Facebook.

#2. Playtex Diaper Genie

Recent Revenue

Marketing Strategy

  • Playtex Diaper Genie frequently uses influential content creators as part of its marketing efforts.
  • The company also employs digital ads as part of its marketing strategy.
  • Playtex Diaper Genie has utilized Facebook to promote its products.

Key Messages

Recent Campaigns Within the Last Two Years

  • Playtex Diaper Genie launched the #For Better Beginnings campaign, selecting influential content creators operating within the family and lifestyle space to create blog posts that featured sophisticated Playtex Diaper Genie content, along with both social shops and shares.
  • The campaign's content was marketed via a paid media strategy and an influencer network, attempting to attract larger audiences and bolster traffic to Target to buy their offerings.

Additional ads of Playtex Diaper Genie

  • One of the company's digital banner ads included the message "$5 off your purchase of $25 or more."
  • Here is a link to a digital ad from Playtex Diaper Genie.
  • The company has active ads on Facebook.

Research Strategy:

While we were able to locate the majority of the requested information, we were unable to find recent revenue data for Playtex Diaper Genie. The research strategies we employed are available below.

Our research began by looking for information on the company website. We aimed to search for its annual reports, press releases, etc. to find the required information. We looked for data on the Playtex Diaper Genie site, as well as EdgeWell Personal Care, which Playtex is a part of. This strategy worked to an extent as we found EdgWell's annual report, which contained revenue data. However, there was no separate revenue figures for Playtex Diaper Genie. We believed that this strategy would work as companies publish information about the revenues of different brands in their annual reports.

Next, we consulted company databases like ZoomInfo, Owler, Hoovers, and Crunchbase, among others. The idea behind this strategy was to see if these sites reported any estimated revenue figures of the Playtex Diaper Genie brand. This strategy was not fruitful as there was no such information available. We believed this strategy would work as these sites usually compile company profiles, along with revenue details for them.

Finally, we searched for relevant media publications and articles on sites like PRNewswire, BusinessWire, and Business Insider, among others. The idea here was to find news articles on the travel app industry that would include commentaries by industry experts, company spokespersons, etc. that we could use to devise such information. This strategy was not useful as there were no such articles available. We believed this strategy would work as these sites tend to publish news, analysis, and articles on various brands and could have published relevant information.

of six

Baby Products and Accessories Market-Gerry and Regalo

Gerry Baby Products nowadays operates as Evenflo, a company under Goodbaby Group's umbrella. The company is turning to direct-to-consumer marketing in 2019 with the launch of its smart car seat line, Evenflo Gold. Regalo Baby is a family-owned company that does not publicly disclose its financial information. According to Owler, the company's 2018 revenue was $10.65 million.

Gerry Baby Products

  • Gerry Baby Products was sold to Evenflo in 1997 for $73 million. Evenflo was then acquired by Goodbaby in 2014.
  • Evenflo's last known revenue was $231 million in 2015, and Goodbaby Group's revenue for 2018 was HK$4.43 billion ($560 million).
  • As Evenflo operates as a standalone US company under the Goodbaby International Group's umbrella, we looked into its marketing strategy in the US. According to Amber Stepper, vice president of marketing at Evenflo, the company is turning to direct-to-consumer marketing in 2019 with the launch of its smart car seat line, Evenflo Gold, which will be offered exclusively at
  • VP Stepper explained: "The company has evolved many times over its 100 year history, and developing the Evenflo Gold brand as a DTC model is the next step in that journey. With many of our consumers already purchasing online, launching Evenflo Gold using a DTC model just made sense."
  • Evenflo's key message is "You've got this" and it targets new parents when purchasing baby products.
  • The campaigns that the company is currently running are "Ready. Set. Go!" for its all-terrain stroller wagon and "Get Strolling With The Kids" for its Pilot stroller.

Regalo Baby

  • Regalo Baby is a family-owned company that does not publicly disclose its financial information. According to Owler, the company's 2018 revenue was $10.65 million.
  • Regalo Baby's marketing strategy is focused on connecting with parents: "We love sharing our tips, tricks, recipes, and routines to help other parents get through this thing we call life with kids." The company runs a successful blog which hosts the articles on the topic of "How Going Out to Eat with a Toddler is Doable" and "How to Help Your Child Overcome Bath Time Fear".
  • Additionally, the company's social media accounts also link back to the blog posts.
  • Key messages that Regalo Baby is trying to send to consumers are "Eat. Sleep. Play. Learn. Grow.", "Safety, Simplicity, and Security" as their core components, and "Safety, quality, and affordability at the forefront of every conversation."
  • The company does not run campaigns in the typical way. Instead, it focuses on being included on the top lists of baby products, such as "18 Baby items with a cult following on Amazon", "The 10 Best-Selling Baby Products Available on Amazon", and "The 7 Best Baby Gates of 2019".
of six

Baby Products and Accessories Market-Playtex Diaper Genie Elite and Summer

The Playtex Infant Care segment and Summer are leading infant care producers. They use major advertising campaigns to promote a variety of products.

Playtex Genie Elite

  • The Playtex Genie brand, which is housed within the Playtex Baby brand, is owned by Edgewell Personal Care. In 2018, Edgewell Personal Care reported revenue of $2.234 billion.
  • The company's segment called "All Other," which includes the Playtex Genie brand among several others, had a revenue of $125.1 million.
  • Because of the highly competitive nature of the personal care industry, Playtex employs a marketing strategy in which they focus on consistent innovation and introduction of new products, accompanied by major advertising programs.
  • The Playtex brand has a business dedicated to its marketing strategy, called the Playtex Marketing Corporation.
  • Playtex Diaper Genie marketing focuses on the message that its products will make life easier, more efficient, and more hygienic for parents.
  • Playtex Baby has a series of online ads for the Diaper Genie among other products that it has run since 2016. Most of these ads feature exclusively the product, while some feature the product and a baby or baby and a parent.
  • Playtex Baby used to struggle with social media marketing but was able to refocus by holding a contest in which customers could submit product reviews to be entered in a raffle. This strategy rebuilt Playtex's online presence.
  • The Playtex Diaper Genie has also been featured in blogs and won awards. While this kind of promotion is not a direct consequence of Playtex's marketing strategy, it is an important component of its marketing landscape.


  • In 2018, Summer had a revenue of $172.8 million.
  • Summer recently repositioned itself to be a modern products company which reflects its varied offerings and capitalizes on their most successful products.
  • Summer partnered with Jackrabbit Design, and advertising agency, to develop its marketing strategy. Together they created a responsive, transparent, and eye-catching series of promotional programs to be carried out online and in industry magazines.
  • A key part of Summer's marketing strategy is its efforts to connect with consumers across multiple channels.
  • For Mother's Day 2019, Summer released a marketing campaign called "The Mom Squad." The campaign shares the message that moms are superheroes and that Summer celebrates the strength and beauty of motherhood.
  • For this campaign, Summer partnered with Adam Ritchie Brand Direction, and it was inspired by real women.
  • Summer employs a social media campaign across various platforms in which it provides information on its high-quality baby gear and encourages transparency. This campaign partners with mothers who are influencers.
  • In 2017, Summer launched a marketing campaign across various platforms to showcase its 3D line.

Research Strategy

To create a marketing overview for Playtex Infant Care and Summer, our research team compiled information from a variety of sources. We reviewed marketing publications, like Campaign and Adweek. We also searched databases of advertisements, like iSpot and Ad Forum, and advertising industry awards, like the Shorty Awards. For information on revenue and overall marketing strategy, we also reviewed the two companies' annual reports. Through this investigation, we were able to find relevant information on all the requested subjects.
of six

Baby Products and Accessories Market-Evenflo and SafeFit

While Evenflo's recent revenue is $16.1 million annually, there are no recent revenue or available old revenue for SafeFit, but Munchkin's recent revenue is provided instead. However, marketing strategies comprising, among other things, the use of social media and a call-to-action are identified with Evenflo, while marketing strategies such as incentives and marketing with top retail e-commerce brands are identified with SafeFit.


  • Evenflo revolves a lot of its marketing tactics and strategies on social media platforms like Facebook, YouTube, Twitter, Instagram, and Pinterest. Since joining Twitter since May 2010, the company has tweeted 4,707 times and posted over 400 pictures/videos. It also has over 10,000 followers.
  • Promos and discounts on products are also a feature of the marketing tactics and strategies of the company. For instance, it offers 25% off selected items and an additional 10% off on selected reduced items on its homepage.
  • As part of its marketing tactic and strategy, Evenflo advocates safety and learning for its products. It also provides support in different areas like the replacement of parts, online instruction manuals, online video installation, and car seat inspection locations, among others.
  • Another marketing tactics and strategies of Evenflo is the use of customer feedback on its homepage to drive home the satisfaction of customers who are using the products.
  • The idea of providing a link to its awards on the homepage is also a marketing strategy to show new and existing customers of its market position in the industry.
  • Evenflo uses advanced technology in its product delivery to be one step ahead of its competitors. An excellent example of this is the award-winning Sensorsafe technology.
  • A 'Call-to-Action' strategy is fundamental in the marketing tactic of Evenflo. Many examples like 'Get Yours,' 'Learn Now,' and 'Shop Now' filter through its website.
  • Evenflo uses top retailers like Wal-Mart, Target, and others to market their brands.
  • Through the many pictures on its homepage, the company identifies more with mothers as the essential backbone of the family when it comes to its marketing strategy. The awareness between new mothers and its top brand is stated to be 96% as the company ranks in the top two in different product categories.
  • There are 76 technologies (including SSL by Default and Viewport Meta) that the company makes use of for its website. Its website boasts of 139,687 monthly web visitors.


  • Evenflo is reported to make an estimated $16.1 million in revenue annually.
  • Key messages of the company include Sensorsafe technology, an all-in-one travel system, ride-sharing, strolling with the kids, 'Xpand your horizons,' peace of mind with Parentlink support, and safety.
  • The company's recent campaigns within the last two years are the redefining of "Ride-Sharing with the Pivot Xplore Stroller Wagon" in April 2019, the unveiling of "Evenflo Gold — a new brand of smart baby gear" in February 2019, and the "introduction of the New Red Tether" in March 2018.


  • Part of SafeFit's marketing strategy is the use of top retailers like Wal-Mart, Amazon, and others to sell their brands.
  • In the absence of a personal website, SafeFit leverages the use of the websites of Wal-Mart and Amazon to market its brands. It has its extension links on their sites.
  • SafeFit's marketing tactics and strategies include the use of incentives such as free store pickup, reduced price sales strategy, and free shipping.
  • As a marketing strategy, SafeFit categorizes some of its products as bestsellers.
  • Through star rating and comments, the brand promotes and highlights customer reviews of products on its marketplace as part of its marketing strategy.


We started our findings by going through the companies websites. Unfortunately, SafeFit does not have its website but relies on extension links from Wal-Mart and Amazon. In the absence of a personal website, SafeFit's marketing strategy, key messages, and recent campaigns within the last two years were determined through analysis from Walmart's and Amazon's extension links. For the company's recent revenue, we studied the brand's extension links from Walmart and Amazon with the hope to get sales data of the brand's products. What we found, however, are listed brand products of SafeFit.

Next, we looked through business news platforms like Bloomberg and Crunchbase to get any information on SafeFit's revenue. The only place where the brand's name was mentioned is Bloomberg, which was limited to a brief profile of the company. In the quest to determine the revenue of SafeFit, we again looked through proprietary platforms such as Glassdoor, Research Gate, Statista, and Report Linker. However, there was no mention of the company, but references were only made to products for babies.

We also searched for SafeFit on popular social media platforms like LinkedIn, Facebook, and Twitter to even get an inkling on how the company is trending in the market. Luckily, we found only one reference to the company on the LinkedIn profile of Simon Kang. Although no specific revenue for the SafeFit was mentioned, we assumed that the brand was a patent owned by Munchkin based on the available information that Simon Kang has been a senior industrial designer with Munchkin since 2015.

Even though SafeFit was not explicitly listed as one of the patents owned by Munchkin, our assumption was grounded on the basis that Simon claimed to have designed and developed "14+ new products and 12+ product updates for Munchkin, Brica, and SafeFit brands that generated over $30 million" and this claim is during his employment with Munchkin. Munchkin's recent revenue was confirmed to be about $30 million annually.

of six

Baby Product and Accessories User Journey

Social media influencers are major factors in the consumer journey of baby products and accessories in the United States. Below is a detailed overview of the user journey related to these products.


  • In a 2017 survey conducted in the United States, 85% of respondents "knew" Johnson & Johnson was a maker of baby care products.
  • Regarding the companies that garnered the most brand awareness for their baby care products, eight brands stood out (i.e., 50% or more respondents "knew" the product, even if just by name); these brands included the following: Aveeno, Baby Dove, L'Oréal Kids, Eucerin Baby, Cetaphil, Burt’s Bees Baby Bee, and The Honest Company.
  • In 2018, social media influencers led the demand for specific brands; they also had a significant role in baby products purchases.
  • 3 out of 4 surveyed consumers who were expecting or new parents in the United States were in an online group or community.
  • In early June 2019, the American Academy of Pediatrics (AAP) advised parents against the use of any inclined sleep product. They issued this statement along with the Consumer Federation of America, Consumer Reports, and Kids In Danger.

Key Messages

  • In a July 2019 survey of 500 US respondents, 31% reported spending under $100/mo on baby food and diapers on average, 23% spent between $101 to $150, 15% between $151 to $200, 8% between $201 to $250, 5% between $251 to $300, 2% between $301 to $350, and 16% with no spending limit.
  • More than 40% of new parents populate their baby gift registries with practical items, such as diapers.
  • Wipe warmers was one of the products noted to be "overrated" (37% of parents responded this way). On the other hand, 23% of parents noted white noise machines were an underrated baby product.
  • 21% of parents reported that they don't shop as often due to having kids.
  • 27% of the new parents never made a baby registry. Other parents registered at Target (31%), Walmart (15%), Amazon (15%), Buy Buy Baby (5%), Babies 'R Us (3%), Pottery Barn Kids (2%), and others (2%).

Purchase Motivations

  • Female influencers on Instagram and YouTube can affect the purchasing decisions of many mothers in the United States.
  • Products featuring natural and organic ingredients continue to garner demand for baby products in 2018.
  • Baby Dove succeeds in marketing itself to millennial mothers who are concerned with the safety of baby products.

Research Strategy:

The research team initiated the research by looking for baby products or baby industry reports in the United States. The user journey for consumers of baby products and accessories was not publicly available, as a consequence, we focused on key points of the consumer journey such as awareness, key messages, and purchase motivations.

From Part 01
  • "Jennie Freedman, Consumer Engagement Manager, is excited about the potential for live video. "Using Facebook live video as a tool is a natural evolution for our social marketing strategy. It gives us the ability to engage intimately with our consumers in a way that immediately generates awareness about our events and products. Look for more to come as we move into the future!""
  • "In addition to the Facebook video, the event was also featured across three of the major local news stations during the six o’clock news hour. Coverage included FOX reporter Jeff Cramer’s segment which highlighted the car seat checks, showcased our Safety 1st car seat demos, and included a clip of Dias’s interview in which he discussed the Safety 1st mission to educate parents."
  • "Our strategy changes for each brand based on whether the products are OPP, MPP or HPP items. For HPP/Premium, for instance, we’re dealing with MAP items, so we don’t need to be concerned with price compression (i.e., when Amazon matches Walmart’s price, sending unit volumes skyrocketing but driving down margins)."