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FISHER PRICE

© INTREPID 2010 ALL RIGHTS RESERVED

© INTREPID 2010 ALL RIGHTS RESERVED 2

Key content areas in deck:

Methodology Social Media Data Overview Fisher Price popular products Fisher Price Sentiment Parents buying decision criteria “Fisher Price” slang used

OUTLINE

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Methodology

Tools use: SM2 - a social media monitoring and analysis solution helps to track conversations, review positive/negative sentiment for

brand, products, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks,

video/photo sharing sites and real-time alerts.

• "Fisher Price"• " mom" AND "Fisher Price"• " Fisher Price" AND "dad"• " mother" AND "Fisher

Price"• " Fisher Price" AND "father"• " kids" AND "Fisher Price"• " kid" AND "Fisher Price"• " Fisher Price" AND

"children"• " parents" AND "Fisher

Price"• " toy" AND "FP"• " toys" AND "FP"SEARCH KEYWORDS

• Date range: 5/15 – 6/15• Non-English written• Sales Advertisement• Jobs Advertisement• Fisher Price baby gear

results

FILTERFINAL RESULTS

Overview of data sources

Impactful sources:

5094 results

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Social Media Data Overview

3484 results

Parents’ reviews

(54% conversations)

Parents’ advice or tips on

Fisher Price toys

(13 % conversations)

Fisher Price toy photos

(10% conversations)Slang use of “Fisher Price”

terms(13% conversations)

Others

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Fisher Price Popular Products

Tech Products

Little

Peo

ple

Fun

2 Le

arn

Power

Whe

els

Snap

' n S

tyle

Infa

nt to

ys

Dollh

ouse

Shak

e' n

Go

Plan

et H

eroe

s

Snug

gle

Kins

Wal

kie

Talk

ies

Geo T

rax

Smar

t Cyc

le

Digita

l Cam

era

Compu

ter C

ool S

choo

l

23%

17% 17%

12%

4% 5%3% 2% 1% 1% 1%

4%

7%9%

Popular products mentioned

14%9%

22%10%

45%

How Fisher Price products were purchased

Bought as new products

Bought as second hand products from yard sale/garage sale/online

Vintage/ Antique

Gift

Unknown

A portion of customers tend to look for FP toys as second hand

products rather than buying brand new ones. They either found the old design is more attractive or the price of used products are

more acceptable

New, innovative products could not be for this segment of

customers

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Fisher Price Sentiment

Posi-tive32%

Negative8%

Neu-tral60%

General Sentiment for Fisher Price Positive

41%

Negative11%

Neutral48%

Sentiment for Fisher Price technological products

“I bought the whole Precious Planet collection and I love every single thing from it! This Bath Toy is adorable even my 3 year old loves it. Anyone who loves animals def. needs to look into the Precious Planet collection, ADORABLE!!!!”- June 12th – Mrs.Lindsay R.Slape

“I read reviews stating how poor this product was, but I thought my daughter would love it since she loves dogs so much. First the cord is too long- it could easily be wrapped around their necks.

Second, she doesnt really know to drag it so she just picks it up by the cord and jerks it awkwardly. Third, it is not well made. Basically,

this is a complete waste of money!!!”- June 15th – Erinn McPherson

“I agree about the picture quality of the fisher price camera being less then great. MY DD had one and she loved it at age 3. She played with it tons, it isnt about picture quality for a 3 year old, it is all about the fun of taking the pictures and seeing them on the little screen. It is a great camera for a 3 year old, he will love it and have tons of fun with it.”

- June 15th – maddiesmom0116

“My son received a Fisher Price camera as a gift when he was the same age as the OP's child. The photos were so bad that we ended up returning the item. He has used an old cell phone with a camera. Believe it or not the pictures were better than the FP. He has also used an old digital camera that we had and loved it.”

- June 15th - Totoro

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Parents Buying Decision Criteria

Reasons to purchase Reasons not to purchase30%

28%30%

22%

9% 9%

Sound Safety Weight Overall design

Price Quality

38%

29%

20% 19%

44%

5%

Child’s reactions over the toy were found more influential to parents than other factors such as price, educational purposes or reasons that made parents

do not like about the products.

“Sound” in this context

referred to parents’

reviews on volume,

rhythm, and voice coming

from toys

Small toys were considered as

having potentials of

choking hazard, and “made in

china” toys were seen as

containing toxic chemicals

Some toys were seen as heavy

for young children (to

hold, carry or move)

Overall design referred to

structures of the toys (simple or

multiple functions), ways

to assemble (easy to

assemble, easy to replace), color,

and pattern

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“Fisher Price” – Slang – 13% of total conversations

Fisher Price (adj): used to describe things with plastic, fake or too colorful looks

Fisher Price (adj): used to refer to something as less modern or less technological.

Fisher Price (n): means as toys, however, used in teasing ways

“Great definition: Apple - very expensive fisher price activity center for grown-ups.”

- June 7th – Andrew J Wippler

“i,m sure apple TV looks way better than Google TV. idk about you all but i think Google seriously needs a good designer. all their stuff

looks like fisher price toys (nothing against FP i think they are doing way better job than Google).”

- June 3rd - Johnny

“My iPhone feels like a Fisher Price toy compared to my iPad...”

- June 1st – Luke Turcotte

Theme Cloud for Fisher Price Slang used