An Interest in Pinterest

Pinterest Presence
How Pinterest is revolutionizing online presence and its
potential benefits for Fisher-Price
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criminal offense under applicable law.

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 PS3Lego 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

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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