baby einstein connectablescontent piece and value perceptions

Baby Einstein Connectables Content Piece and Value PerceptionsAugust 2021

Key Question

What is the right piece count and value for each Connectables Line (Transportation, Starter and Playhouse) to bring to market?

Methodology and Test Structure

1.Measure the appeal of concepts in terms of piece count and price

a) Respondents will be shown 3-4 concepts for each BE Connectables line (the Transportation, Starter, and Playhouse Connectables lines) and asked to rank the concepts in terms of appeal.

b) Respondents will then be asked an open-ended question about why they selected the concept as most appealing.

c) A Purchase Interest question will follow, asked for all concepts within each line. d) Respondents will then select the one concept they would be most likely to purchase.e) Respondents will then be asked if they would purchase this concept as a one off or be interested

in purchasing more for a set? – this will be asked for the concept they are most likely to purchase. 2. Understand potential optimizations around the most appealing concept

a) Respondents will be shown the concept they chose as most appealing and asked in an open-ended question what could make the concept even more appealing.

3. Understand perceptions of value and play valuea) Respondents will be asked agreement with the following statements for the concept they are

most likely to purchase: i. This product is a good value for the price shown.ii. This toy can grow with my child iii. This toy is unique from others I have seen iv. This toy will provide lots of ways for my child to play v. This toy will inspire curiosity for my child vi. This toy is appropriate for the age of my child

Project Overview

Background & Objectives

Kids2 is developing a new line of toys under the Baby Einstein brand. BE Connectables are based on the open-ended play component of the Einstein Way brand philosophy. The line is initially planned to contain 3 toys – a main set and two smaller sets – that can be played with alone or interchangeably. Previous qualitative research explored the in-progress concepts with consumers to understand strengths, weaknesses, areas for improvement, and key benefits for communication. Prior concept validation explored which concepts performed best and areas of additional optimization.

The Kids2 team is currently looking into the piece count and pricing perceptions among consumers to understand the best option to move forward with in market that will be competitive with other successful toy lines.

Business Objectives

This quantitative research will help Kids2 understand the concepts with the most appeal based on a comparison of piece count and price. These findings will determine what the ideal piece count and the value by set (Transportation, Starter and Playhouse) to bring to market.

2

3

Concepts Tested - Transportation

Transportation 16 Transportation 12 Transportation 6

4

Concepts Tested - Starter

Starter 24 Starter 20 Starter 14 Starter 12

5

Concepts Tested - Playhouse

Playhouse 15 Playhouse 11 Playhouse 12 Playhouse 6

Executive Summary

7

Executive Summary - Overall

• There was strong interest overall in the Connectables Concept as well as each of the sets

• Consumers love the variety of blocks and attachments and infinite building combinations of the largest set in each line

• Most plan to continue expanding the collection

• Therefore, they want the lower cost per piece and entertainment value of the highest piece-count they can get

8

Executive Summary – Set Piece Count Results

• The highest piece count sets consistently drive the highest appeal and purchase consideration, across all lines• Larger sets better value and expected to keep children entertained longer– and if they’re going to

invest in a new toy, they’ll pay a bit more for more entertainment value that can grow with their child• Among Transportation and Playhouse lines, which max out at 15-16 pieces, some consumers still request

more pieces as an improvement

• Some are interested in a lower price point for their first purchase to ensure their child enjoys Connectables. These consumers still prefer 12-14 pieces to the smallest options (e.g. 6 pieces), as they offer more building possibilities and a better value

9

Executive Summary – Appeal & Opportunities

• Most see themselves expanding in the future by purchasing additional sets– including those interested in the largest sets available

• What excites them about these sets are the bright colors, animalcharacters, creative attachments, and infinite building possibilities

• They see this growing with their child and continuing to engage them as they get older, and as something they can play with together

• Consumers especially like the colors of the 24-piece Starter set, which stretches farther beyond basic primary colors

• They primarily request a lower price point to improve interest• Some also ask for lights, sound, or other interactive elements

(but realize these would add batteries)• They request even more colors–particularly for the Playhouse set,

which includes white blocks• They also mention storage or a way to carry all the pieces,

especially when thinking about continuing to purchase more sets to expand their collection

Detailed Findings

52%

39%

9%

33%

55%

12%

15%

6%

79%

16-Piece, $29.99

12-Piece, $24.99

6-Piece, $17.99

1 – MOST appealing 2 3– LEAST appealing

11

Q. Please rank the following ideas from 1 to 3, with 1 being the MOST appealing to you and 3 being the LEAST appealing to you.

Concepts Ranked – Transportation (N=301)

When asked to rank Transportation sets in order of appeal, most consumers rank them in order of piece count, with the highest piece count being the most appealing set to over half of consumers.

Q. What makes this idea most appealing to you? (n=156)Q. What could make this idea even more appealing to you personally? (n=156) 12

Wha

t’sA

ppea

ling

Top Mentions:• More variety/most configurations (71)• Best value (21)Other Mentions:• Colors (5)• Will last longer/child will get more play out of it

(2)

• “I like that you can make multiple different vehicles with different characters as well.”

• “Comes with all pieces needed for a bundle price without having to buy too many before investing in a toy the child doesn't like.”

• “I like that it has enough pieces to be able to build two different types of transportation which I think my child would enjoy. I also think that the price being asked is worth the amount of pieces.”

Pote

ntia

l Im

prov

emen

ts

Top Mentions:• Lower price (14)• More pieces in general (10)Other Mentions:• More of the basic blocks (9)• Battery-powered features (e.g., lights and

movements) (6)• Different or more animal characters (6)• Something to carry all the pieces in (5)• Bigger pieces (5)• A material other than plastic (2)

• “Better price point and comes with a storage container that isn't gaudy and holds all pieces and connects with expansion packs or is big enough to add expansion pieces to it.”

• “Maybe more and different pieces to explore. Textures and moving pieces.

• “If the pieces were bigger so they couldn't put them in their mouths.”

• “Make it out of something other than plastic.”

Open-Ended Feedback: 16-Piece, $29.99 Transportation Set

Consumers prefer the 16-piece Transportation set for the variety of pieces and different vehicles it can create. They see it as a good value for the cost per pieces and because they see their child getting more play out of it.

50%42%

8%

16-Piece, $29.99 12-Piece, $24.99 6-Piece, $17.99

13

Q. Which of the following one idea would you be most likely to purchase?

Top Purchase Choice – Transportation (N=301)

Half of consumers also select the 16-Piece Transportation set as the one they’d be most likely to purchase.However, almost just as many select the 12-piece Transportation set. The 6-piece set definitively drives the least purchase consideration.

14

Scorecard Transportation (N=25-301) Top Box

Metric 16-Piece(n=151-301)

12-Piece(n=125-301)

6-Piece(n=25**-301)

A B CTB Purchase Intent 36%C 28%C 12%TB Value 25% 25% 28%TB Play Value-Grow with my child 31% 24% 28%TB Play Value-Unique 30% 28% 24%TB Play Value-Lots of ways 33% 30% 32%TB Play Value-Inspire 38% 37% 32%TB Play Value-Age Appropriate 42% 33% 32%

GutCheck Concept vs. Concept Scorecard ComparisonStatistical significance is determined using a 2-tailed test and sample size of N=25-301 per concept. Upper- and lower-case letters signify 95% and 90% confidence, respectively.

Among those who select each concept as their top choice, consumers see similar monetary and play value in all sets. However, the 16-piece and 12-piece sets drive significantly stronger purchase consideration.

43%40%

17%

36%

44%

20%

52%

16%

32%

Buying this set with the intention of buying moreof this toy to expand the set

Only buying this set for now to see if my childmight be interested in having more to expand the

set

Only buying this set and not needing to buy anymore of this toy

16-Piece, $29.99 (n=151) 12-Piece, $24.99 (n=125) 6-Piece, $17.99 (n=25**)

15

Q. Thinking about the idea you said you would be most likely to purchase, do you see yourself...**Indicates very small sample size

Set vs Single - Transportation

Regardless of the transportation set chosen, most consumers see themselves possibly purchasing more Connectables in the future. The smallest set is the most polarizing; consumers reacting to the 6-piece Transportation either confidently plan to purchase more in the future or plan to only buy this one set. The 12 and 16-piece sets find more consumers either definitively planning to buy more or to buy more once they confirm their child likes the initial set.

48%

27%

17%

8%

14%

40%

19%

28%

11%

24%

20%

46%

28%

10%

44%

19%

24-Piece, $49.99

20-Piece, $39.99

14-Piece, $39.99

12-Piece $29.99

1 – MOST appealing 2 3 4– LEAST appealing

16


Concepts Ranked – Starter (N=301)

Starter sets also appeal to consumers in order of piece count, with almost half finding the 24-piece set most appealing.

Those who select the 20-piece set as their top choice cite the lower

price and feeling their young child doesn’t need as many pieces to

be entertained.

For similar reasons, parents of children ages 6-12 months are more

likely to select the 12-piece as their top choice compared to parents

of older children..


Wha

t’sA

ppea

ling

Top Mentions:• Has the most pieces in general (56)• The animal characters (17)• Bright and colorful (14)• Has the most variety (13)Other Mentions:• Endless combinations to build (6)• Value for the cost (6)• Has the most base blocks (4)• Can grow with child (3)

• “The child can use creativity to change things and build it up which keeps the mind engaged. This toy can grow with the child.”

• “I'm willing to pay a little more for more pieces, and I like the price point.”

• “I love the how many pieces are included so you can interchange them a great deal. The endless combinations would really interest my child.”

• “The value along with the multiple colors and characters which I feel my son would enjoy more than monotone toys.”

Pote

ntia

l Im

prov

emen

ts

Top Mentions:• Lower price (25)• Even more colors (10)Other Mentions:• Add sounds (especially to animal

pieces) (7)• More/different animal characters (4)• Add lights (3)• More shapes (e.g., ABCs) (3)• Bigger blocks (2)• Storage (2)

• “Perhaps if the animals made appropriate animal sounds.”

• “It would be more appealing if the price was a little bit lower and if it came with some kind of carry travel and storage bag.”

• “Maybe if the pieces came in more different colors or different types of animals.”

Open-Ended Feedback: 24-Piece, $49.99 Starter Set

Consumers like that the number of pieces in the 24-piece Starter set allows for endless building combinations. While some wish the price were lower, most see this as a good value because they would get so much play out of it.

45%

24% 22%

9%

24-Piece, $49.99 20-Piece, $39.99 12-Piece, $29.99 14-Piece, $39.99

18


Top Purchase Choice – Starter (N=301)

When asked which set they would be most likely to purchase, consumers similarly gravitate to the 24-piece Starter set.The 20 and 12-piece set are each selected by about 1 in 4 consumers as their top choice. The 14-piece set, which is priced higher than the 12-piece, drives the least purchase consideration.

19


20-Piece(n=73*-301)

14-Piece(n=28**-301)

12-Piece(n=65*-301)

A B C DTB Purchase Consideration 33%BCD 23%D 18% 16%TB Value 32%BD 16% 18% 12%TB Play Value-Grow with my child 37%D 26% 29% 17%TB Play Value-Unique 39%BCD 25% 18% 15%TB Play Value-Lots of ways 19% 26% 32%d 17%TB Play Value-Inspire 48%D 40%D 39% 23%TB Play Value-Age Appropriate 49%bD 36% 32% 25%


Scorecard Starter (N=28-301) Top Box

Among Starter sets, the 24-piece set stands out above all other concepts, particularly in terms of purchase consideration and uniqueness. Consumers also see it as a better value and more age-appropriate than the 20 and 12-piece sets, with more potential to grow with children and inspire plan compared to the 12-piece set.

47%

36%

17%

30%

42%

27%

39%

32%29%

25%

43%

32%

Buying this set with the intention of buying more ofthis toy to expand the set

Only buying this set for now to see if my child mightbe interested in having more to expand the set

Only buying this set and not needing to buy any moreof this toy

24-Piece, $49.99 (n=135) 20-Piece, $39.99 (n=73*) 14-Piece, $39.99 (n=28**) 12-Piece, $29.99 (n=65*)

20

Q. Thinking about the idea you said you would be most likely to purchase, do you see yourself...*Indicates small sample size; **Indicates very small sample size.

Set vs Single - Starter

With Starter sets as well, the majority of consumers are at least open to purchasing more in the future. Interestingly, those interested in the largest set (24-piece) have the most intention to expand on it.

21


Concepts Ranked – Playhouse (N=301)

54%

32%

8%

5%

23%

39%

32%

6%

13%

24%

51%

13%

9%

5%

9%

76%

15-Piece, $29.99

12-Piece, $24.99

11-Piece, $29.99

6-Piece, $17.99

1 – MOST appealing 2 3 4– LEAST appealing

Consistent with the other lines, the Playhouse set offering the highest piece count is the most appealing to the majority of consumers.


Wha

t’sA

ppea

ling

Top Mentions:• Has the most pieces/most ways

to play (50)• Value/number of pieces for the

price (23)• Has the best variety (22)• Variety of colors (11)Other Mentions:• More base blocks/stackable

pieces (7)• Character and building pieces

included (6)

• “This one has more pieces to play and connect. From my personal experience, this will keep my child busier and entertained longer and will inspire more creativity than the other ones with less pieces.”

• “It looks like a good value for the money. Lots of different options for the child to explore.”

• “The fact that there are more base blocks to work with. Kids usually want to stack blocks first after which they'll attempt other tasks. The character pieces also makes it most appealing.”

Pote

ntia

l Im

prov

emen

ts

Top Mentions:• Price (29)• More attachment or character

pieces (17)• More colorful (12)Other Mentions:• Add sound/noises (6)• Add lights (3)• More variety (3)• Bigger pieces or demonstrating

the size compared to a child (2)

• “That it had a lower price around $25.”

• “If instead of the two white square would be nice if there is one more color to help the child recognize more color.”

• “A picture of a baby playing with it so you can see the size of the items.”

• “Two of the character pieces are too similar, more variety.”

Open-Ended Feedback: Ingenuity Cozy Spot Activity Jumper

As with other lines, the Playhouse set with the most pieces offers the most ways to play and parents see it keeping their child entertained longer.

55%

30%

8% 7%


23


Top Purchase Choice – Playhouse (N=301)

The 15-piece set is also the one most consumers feel most likely to purchase.

Both smaller sets (11 and 6-pieces) clearly fall to the bottom in terms of purchase consideration.

24

Scorecard Playhouse (N=21**-301) Top Box


11-Piece (n=24**-301)

12-Piece(n=91*-301)

6-Piece(n=21**-301)

A B C DTB Purchase Consideration 38%BCD 20%D 25%D 12%TB Value 29% 29% 24% 33%TB Play Value-Grow with my child 30% 21% 30% 29%TB Play Value-Unique 26% 21% 25% 19%TB Play Value-Lots of ways 36%b 17% 35%b 24%TB Play Value-Inspire 41% 25% 34% 29%TB Play Value-Age Appropriate 41%D 33% 32% 14%


The 15-piece Playhouse set drives significantly stronger purchase consideration than all other concepts. It also pulls ahead of other concepts in terms of having many ways to play and being age appropriate.

37%

48%

15%

46%

33%

21%

38% 41%

21%

33%

19%

48%


Only buying this set for now to see if my child mightbe interested in having more to expand the set


15-Piece, $29.99 (n=165) 11-Piece, $29.99 (n=24**) 12-Piece, $24.99 (n=91*) 6-Piece, $17.99 (n=21**)

25

Q. Thinking about the idea you said you would be most likely to purchase, do you see yourself...*Indicates small sample size; **Indicates very small sample size

Set vs Single – Playhouse

In line with findings from other sets, most consumers see all sets as having the potential to expand on. However, the smallest 6-piece is most likely to be viewed as a stand-alone purchase.

Target Shoppers

26

27


Target Shoppers (n=220)

51%

41%

8%

16-Piece,$29.99

12-Piece,$24.99

6-Piece,$17.99

Ranked Most AppealingTransportation

Ranked Most AppealingStarter

46%

29%

17%

7%

24-Piece,$49.99

20-Piece,$39.99

12-Piece,$29.99

14-Piece,$39.99

58%

31%

6% 5%

15-Piece,$29.99

12-Piece,$24.99

11-Piece,$29.99

6-Piece,$17.99

Ranked Most AppealingPlayhouse

Target shoppers are also drawn to the highest piece-count option in each line.

40% 40%

20%

39%36%

25%

39%41%

20%


Only buying this set for now to see if my child might beinterested in having more to expand the set


Transportation Starter Playhouse

28

Q. Thinking about the idea you said you would be most likely to purchase, do you see yourself...

Target Shoppers (n=220)

Most Target shoppers see themselves buying more Connectables to expand the set but may need to first ensure their child enjoys the first purchase.

29

Scorecard Transporation – Target Shoppers – Top Box


12-Piece(n=87*-220)

6-Piece(n=20**-220)

A B CTB Purchase Intent 37%bC 29%C 13%TB Value 27% 23% 30%TB Play Value-Grow with my child 30% 22% 35%TB Play Value-Unique 29% 25% 25%TB Play Value-Lots of ways 33% 28% 35%TB Play Value-Inspire 39% 37% 35%TB Play Value-Age Appropriate 43% 32% 35%


30

Metric 24-Piece(n=98*-220)

20-Piece(n=55*-220)

14-Piece(n=20**-220)

12-Piece(n=47*-220)

A B C DTB Purchase Consideration 34%BCD 23%d 17% 16%TB Value 32%bD 11% 20% 15%TB Play Value-Grow with my child 39%bD 25% 35% 17%TB Play Value-Unique 42%BcD 20% 20% 13%TB Play Value-Lots of ways 45%BD 22% 40%D 17%TB Play Value-Inspire 47%D 35% 45% 28%TB Play Value-Age Appropriate 48% 31% 40% 26%

Statistical significance is determined using a 2-tailed test and sample size of N=20**-220 per concept. Upper- and lower-case letters signify 95% and 90% confidence, respectively.

Scorecard Starter – Target Shoppers – Top Box

31

Scorecard Playhouse – Target Shoppers – Top Box


11-Piece (n=14**-220)

12-Piece(n=62*-220)

6-Piece(n=16**-220)

A B C DTB Purchase Consideration 40%BCD 20%D 26%D 12%TB Value 29% 36% 24% 38%TB Play Value-Grow with my child 29% 29% 29% 31%TB Play Value-Unique 27% 29% 24% 19%TB Play Value-Lots of ways 37% 21% 34% 25%TB Play Value-Inspire 42% 43% 34% 31%TB Play Value-Age Appropriate 40%d 43% 32% 13%

GutCheck Concept vs. Concept Scorecard ComparisonStatistical significance is determined using a 2-tailed test and sample size of N=16**-220 per concept. Upper- and lower-case letters signify 95% and 90% confidence, respectively.

Appendix

76%

24%

Same concept selected as most appealing and most likely topurchase

Different concepts selected as most appealing and most likely topurchase

33

Appeal to Top Purchase Choice Comparison – Transportation (N=301)

1% 1% 10%9% 7%

21%15% 17%

24%40% 48%

33%36% 28%

12%

Transportation-16 Transportation-12 Transportation-6

Very likely

Likely

Neither likely nor unlikely

Unlikely

Very unlikely

34

Q. Please indicate how likely or unlikely would you be to purchase each idea below if it were available today.

Purchase Consideration - Transportation (N=301)

71%

29%

Selected same concept as most appealing and most likely to purchase Selected different concepts

35

Appeal to Top Purchase Choice Comparison – Starter (N=301)

36


Purchase Consideration – Starter (N=301)

10% 3% 5% 5%

14%12% 17% 14%

11%17%

25% 24%

31% 45%35% 41%

33%23% 18% 16%


Very likely

Likely


Unlikely

Very unlikely

75%

25%

Selected same concept as most appealing and most likely to purchase Selected different concepts

37

Appeal to Top Purchase Choice Comparison – Playhouse (N=301)

38


Purchase Consideration – Playhouse (N=301)

3% 3%16%8%

16% 9%

21%15%

19%18%

19%39%

43%46%

31%38%

20% 25%12%


Very likely

Likely


Unlikely

Very unlikely

N=300

Gender

Male --

Female 100%

Non-binary --

Prefer not to say --

Age13 - 17 --

18 - 24 7%

25 - 34 57%

35 - 44 35%

45 - 54 1%

55 - 65 --

66+ --

Children 0, and I am not expecting a child --

0, but I am expecting my first child --

1 35%

2 38%

3 17%

4 8%

5 or more 2%

APPENDIX: SAMPLE DEMOGRAPHICS (n=301)

39

Region

Midwest 30%

Northeast 17%

South 40%

West 13%

HHILess than $20,000 8%

$20,000 to $29,999 8%

$30,000 to $39,999 8%

$40,000 to $49,999 7%

$50,000 to $59,999 9%

$60,000 to $69,999 10%

$70,000 to $79,999 11%

$80,000 to $89,999 5%

$90,000 to $99,999 6%

$100,000 to $109,999 4%

$110,000 to $119,999 4%

$120,000 to $129,999 4%

$130,000 to $139,999 2%

$140,000 to $149,999 5%

$150,000+ 7%

Prefer not to say 3%

Children_AgeI am expecting a child 3%

Under 6 months 4%

6-12 months 37%

13-18 months 36%

19-24 months 30%

25 months - 3 years old 22%

4-8 years old 40%

9-12 years old 15%

13-17 years old 11%

Head_of_HouseholdI am solely the head of

household21%

I am head of household along with my spouse or partner

78%

I am head of household along with a roommate

1%

I live in a relative's household --

I live in a household with a non-relative

--

None of the above --

40

Purchase Responsibility

I am primarily responsible 76%

I share responsibility with someone else

24%

Someone else is primarily responsible

--

Product Acceptor

Strongly agree 46%

Agree 54%

Neither agree nor disagree --

Disagree --

Strongly disagree --

Stores ShoppedAmazon 87%

Buy Buy Baby Website 20%Buy Buy Baby Store 19%

Target Website 50%Target Store 65%

Walmart Website 49%Walmart Store 68%

Facebook Groups/Marketplace 23%Other (please specify) 4%

APPENDIX: SAMPLE DEMOGRAPHICS (n=301)

40

Marital StatusSingle 8%

Married 76%

Divorced 2%

Widowed 0%

Separated 2%

Living with Partner 12%

EducationLess than high school 2%

High school graduate 14%

Some college 19%

Associate degree 14%

Bachelor's degree 36%

Advanced degree 15%

Prefer not to say 0%

EmploymentFull-time employee 45%

Part-time employee 10%

Homemaker 34%

Retired 0%

Self-employed 4%

Student 1%

Unemployed 6%

EthnicityAfrican American 6%

Asian 7%

Caucasian 76%

Hispanic/Latino 8%

Other 3%

baby einstein connectablescontent piece and value perceptions

Documents