SBD/Issue 244/Sponsorships, Advertising & Marketing

Early Success: Sales Up 81% From Year-Ago Period

Babyfans Rare In Its Deep Stocking
Of Infant, Toddler Merchandise
Georgia-based, an online retailer for licensed infant and toddler team gear, has boosted its sales by 81% compared to summer '08 as it continues to build traction in a quickly emerging category of licensed sports merchandise. Todd Wilson, a former staffer with CBS College Sports, ISP Sports and the Collegiate Licensing Company, founded the company in '05, though the operation has been a full-time business only since '07. The outlet is rare in its deep stocking of infant and toddler merchandise for most pro and major college teams, as most others are sport, team or program specific for that market segment. "We're trying to forge a niche, particularly as it relates to getting multiple teams in one location, and think we've really struck on something," Wilson said. "We've been sort of under the radar, and then more regional, but are now really going national."

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