Millennial Moms are primarily interested in beauty, fashion, home decor and health. We’ve excluded Mattel fans in order to better highlight the differences between Mattel’s current fans and the consumers buying the competition.

1. MILLENNIAL
MOM
• • •
• • •

2. MILLENNIAL
MOMS
QUICK DEFINITION:
Millennial Moms
Millennial Moms are primarily interested in beauty, fashion,
home decor and health. We’ve excluded Mattel fans in
order to better highlight the differences between Mattel’s
current fans and the consumers buying the competition.
30%
60%
0
90%
13-17
• • •
•••
18-24 25-34 35-44 45-54 55-64
100%
FEMALE
46%
MARRIED
100%
WITH
CHILDREN
BEAUTY &
WELLNESS
177.1
HOME
DECORATORS
& DIYs
157.9
FASHION
LOVERS
168.7
HEALTH
CONSCIOUS
145.0

3. MILLENNIAL MOMS:
BEAUTY & WELLNESS
COSMETICS
CONNOISSEURS
186.1
ACTIVE & FIT
151.3
BEAUTY & WELLNESS
AWARE
177.1
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TOP HEALTH & FITNESS APPS
HEALTH &
FITNESS APPS
152.9

4. MILLENNIAL MOMS:
FASHION
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THEIR FAVORITE FASHION BRANDS
APPAREL RETAIL
STORES
FASHION LOVERS
168.9
POPULARITY
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THEIR FAVORITE RETAIL STORES
CLASSIC FIT
186.3POPULARITY
165.3POPULARITY

5. MILLENNIAL MOMS:
HOME & GARDEN
HOME DECORATORS
& DIYs
157.9
POPULARITY
MINTED
MARKETPLACE
189.1
POPULARITY
HOME &
GARDEN MAGAZINES
139.4
POPULARITY
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THEIR FAVORITE HOME RELATED
MAGAZINES

6. MILLENNIAL MOMS:
HEALTH
HEALTH
CONSCIOUS
145.0
HEALTH
WEBSITES
152.4
• • • • • •
TOP HEALTH WEBSITES
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MORE
BABY
GAGA

7. CONSUMER
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