an interest in pinterest

Pinterest Presence How Pinterest is revolutionizing online presence and its

potential benefits for Fisher-Price

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BUFFALOS WIN!!!



Pinterest

“A virtual bulletin board that allows users to share images/links they find interesting or inspiring. Once shared, these images become “Pins” that can be

placed on thematic “Boards” that users can customize for any topic. Once something is pinned, it can than be shared with others through “Repins” by friends or other

people on the medium.”

Why Pinterest???

•Who Uses Pinterest?

•Why do they use Pinterest?

•Pinterest as a referral source?

•Pinterest vs. Facebook and Twitter?

•Select Competitor Presence on Pinterest

Who Uses Pinterest

•Predominantly Female base seeing slow smoothing-out effect*

• Top trending Pinterest Topics**: • Fashion • Arts and Crafts • Recipes

• Special Occasions (Weddings, Anniversaries, etc.) • Interior Designers

Gender Jan 2012 Mar 2012

Female 80% 72%

Male 20% 28%

*Google Analytics 23 April 2012

Source: Tamba April 2012

** BBC News 2 March 2012

Who Uses Pinterest

•Pinterest Users Age Group*

•Pinterest Users Income Levels**

• $25k 8% • $25-50k 42% • $50-75k 29% • $75-100k 12% • $100-150k 6% • $150k+ 3%

*Mashable “Social Media Demographics” 09 March 2012

**Google Analytics 23 April 2012


OVER HALF OF

THESE PINTEREST

USERS HAVE KIDS!!

Pinterest on Mobile Devices

•Pinterest iPhone app: 250,000 time downloaded

•Also on Android (August 2012)

• Over 20% of Facebook users are on Pinterest daily*

*Google Analytics 23 April 2012


Interesting Pinterest facts

Pinterest page views by March 2012: 2.3 Billion

Average time spent on Pinterest as of March 2012: 14.2 min

Daily Unique Visitors as of March 2012: 4 Million

(up from 2 Million in January)

Competitor Findings



Lego Overview

Company: The Lego Group

Country: Denmark

Availability: 1949 – Present

Toy Type: Construction Toys



Lego

• Pins: • Mostly character based

• Star Wars

• Lord of the Rings

• Innovative creations most often repinned and liked

• Most pins by independent users

• Pins do not lead back to store or purchase fulfillment



Lego Uruk hai - LOTR Lego Star Wars III PS3 Lego Creative Design Lego Furniture

Lego

•Boards: • 279 “Lego” boards on Pinterest

• Major content: People’s purchases and creations

• No Official Board by Lego itself

• Most Popular non-lego Boards: Lego themed furniture and accessories



Lego

•Pinners: • No official Lego presence

• Closest Lego Affiliate: Lego KidsFest, Upstatebrick.com, Lego Jay

• Lego Jay (most pins – 1,163; most likes – 1,546)



Hasbro Overview

•Company: Hasbro

•Country: Pawtucket, Rhode Island

United States

•Availability: 1923 – Present

•Toy Type: Plush, Board Games, Action Figures and other toy lines



Hasbro

•Pins: • Few “Hasbro” pins (fewer shares and repins)

• Specific pins more popular (Play-doh, Action Figures, Nerf)

• Pin Sources: Retail stores, blogs and collector websites

• No pins by Hasbro itself, some brands create own pins (Furby)



Hasbro

• Boards: • Handful of Hasbro boards (5)

• Hundreds of subsidiary boards for: Furby, Nerf, Action Figures, other product lines

• Hasbro product line boards: Display collections (Furby, Nerf), Creative photography (action figure poses)



Hasbro

•Pinners: • Official Pinners: Furby, Playskool

• Limited Pinterest presence for official lines (Fur Real, My Little Pony, Littlest Pet Shop – All not present)

• Nerf has the most user created boards



Webkinz Overview

•Company: Ganz

•Country: Woodbridge, Ontario

Canada

•Availability: 2005 (Ganz 1950)

•Toy Type: Plush integrated with web version online



Webkinz

•Pins: • Wide variety of Webkinz (few repeat pins – most pins are new and

unique animals)

• Pins mostly have at least 5 repins and 8 likes (some go as high as 23 repins

• Pins include prices and most lead to retail sites where to purchase the chosen Webkinz



Webkinz

•Boards: • Most commonly pins found in “Products I Love” board

• 20 boards with “Webkinz” in their name

• 9 out of the 20 boards are Webkinz official baords



Webkinz

•Pinners: • Webkinz officially present: Webkinz Team

• Arts and Crafts themed boards but limited activity



Inkoos Overview

•Company: The Bridge Direct

•Country: Boca Raton, Florida

USA

•Availability: 2012

•Toy Type: Plush (doodle features)



Inkoos

•Pins: • 18 pins result for “Inkoos” search

• Pins marked with Price

• Lead back to Amazon retail store or Corporate Website



Inkoos

•Boards: • No Specific Inkoos Board

• Inkoos posted in boards with names: “Kittens”, “Kids” (or child named boards), “Gift Wishlist”



Inkoos

•Pinners: • No official Inkoos pinners present

• Dedicated few who post most of the pins • Sarah Dean

• Maria Vieira, etc.

• Pins found from retail websites • Walmart

• Amazon

• Toyinsider.com



Alex Toys Overview

•Company: Alex Toys

•Country: Northvale, New Jersey

USA


•Toy Type: Arts and Crafts toys



Alex Toys

•Pins: • Hundreds of pins already present

• Wide variety of pins ranging from arts & crafts, kids learning to roleplay

• Bright crisp images used for pins, most commonly taken from retail websites or blogs

• Less than half of the pins have price attached to them

• Few repins but second-most pins so far for a single brand (after Lego)



Alex Toys

•Boards: • 2 Boards with specific “Alex Toys” title

• One official board and one a personal board

• Majority of pins related to gift ideas for children, predominantly posted by women



Alex Toys

•Pinners: • Official Alex Toys Present

• 524 Followers while following 193

• Following popular bloggers, companies, and mothers with high number of followers to expand reach

• Most pinners for Alex Toys unique customers

• Active presence, with pins being posted or repinned daily by Alex Toys



Alex Toys



Aquadoodle Overview

•Company: Spinmaster

•Country: Toronto, Canada


•Toy Type: Arts and Drawing toys



Aquadoodle - Spinmaster

•Pins: • Packaged Aquadoodle pins

• Pins leading to retail store (Walmart, Amazon, blogs)

• Some pins repeated more often than others (Packaged)

• Pins not priced



Aquadoodle

•Boards: • No specific boards for

Aquadoodle

• Most presence on boards titled: • Travel toys

• Gift ideas

• Wish list



Aquadoodle

•Pinners: • No official presence of Aquadoodle or Spinmaster

• Unique pinners – no dominant pinner



Zhu Zhu Pets Overview

•Company: Cepia LLC

•Country: St. Louis, United States


•Toy Type: Plush



Zhu Zhu Pets

•Pins: • 72 pins only

• For Zhu Zhu Pets – Most common pins: slides, unique themed Zhu Zhu Pets (wedding, sailor, etc.)

• No official presence



Zhu Zhu Pets

•Boards: • No dedicated board for Zhu Zhu Pets

• Boards range wildly in topics: Stuff I want, Baking, Animals, and Toys



Zhu Zhu Pets

•Pinners: • No official presence of Zhu Zhu Pets

• Existing pins by unique users, no common theme

• Wide opinions about Zhu Zhu Pets – no concentrated presence on Pinterest



Findings

• Lego has the oldest tradition amongst these brands, so have a natural base of dedicated fans

• Lego has a wide variety of sub-brands like Star Wars and LOTR to supplement its Pinterest pins

•Hasbro has multiple user generated fan-boards (Nerf most popular)

•Hasbro lacks dedicated presence on most of its brands as few pins and most are of poor image quality

•Webkinz and Alex Toys have official presence only – Alex Toys having the most boards and pins of the brands

• Inkoos has few pins and no official presence



Conclusion

•Open possibility of entering Pinterest market to create dedicated user base

•Utilize existing pinners and unique users with large following to generate interest in our brands

•Being active on Pinterest would be required with proactive postings and pins to maintain integrity

•Pricing may be an option but more importantly pins should be linked back to official page or retail store to provide purchase assistance if required



OpeningThis Weekend:

•Twilight: Breaking Dawn

•Lincoln

•Anna Karenina



Holiday 2012 Toy Test & Hot Toys Listings for Fisher Price



http://www.workingmother.com/

Top Performers

Product Name Retail Price Awards & Recognition Image Mentions

Servin' Surprises

Cook 'n Serve

Kitchen and

Table Set

(W9958)

$79.99 7

Disney Family Fun 5th place in Top Ten Annual Toy of the Year, Canadian Toy Testing Council- Children’s

Choice Award 2012, Dr.Toy’s 4th place in Top 10 Toys 2012, National Parenting Seal of Approval, The

Toy Insider Holiday Gift Guide, Working Mother Holiday Gift Guide, Parent’s Choice Award

Master Moves

Mickey

(W5129)

$79.99 6

Kmart Fab 15, Kohl’s 25 Most Dreamed of Toys 2012, Best Toys Guide.com 30 Hot Christmas Toys, Dr. Toy 2012 Top Pick Winner, NAPPA Silver Award

Winner, National Parenting Seal of Approval

Imaginext Eagle

Talon Castle

(W9635)

$49.99 5

Walmart Top 20 Toys for Boys, Kmart Fab 15, CNBC Hot Holiday Toys 2012, Best Toys Guide.com 30 Hot

Christmas Toys, National Parenting Seal of Approval

Cruise & Groove

Ballapalooza

(Y8857)

$79.99 5

Toys R Us (Holiday Hot Toy List), Toys R Us (Best of the Rest), Oppenheim Platinum Award, Parents.com

Best 2012 Toy, The Toy Insider Hot Infant and Toddler Toys 2012



Top Performers



Product Name Retail Price Awards & Recognition Image

Jake & the Pirates

Jake's Musical

Pirate Ship Bucky

(W5269)

$59.99 4

Power Wheels - Hot

Wheels Dune Racer

(W6201)

$249.99 3

Hot Wheels Terrain

Twister

(X2874)

$99.99 3

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