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Activities of Toddlers and Pre-schoolers - US - May 2014

“Parents are keeping their 2-5-year-olds entertained through traditional activities like reading and physically active play. Traditional gender roles influence the way that moms and dads interact with their children. Moms are more likely to shop with kids and try to play outside as much as possible. Dads lean toward self-directed play and the use of digital devices.”

–    Fiona O’Donnell, Category Manager – Multicultural, Lifestyles & Leisure

  • How do parents keep their toddlers and preschoolers entertained in and out of the home?
  • Parents are busy but motivated to choose the best activities for their children’s development
  • Hispanic parents need companies to embrace biculturalism

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • Toddlers and preschoolers by the numbers
                      • Figure 1: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
                    • Toddler and preschooler population projected to grow 6.6% by 2019
                      • Figure 2: US population and projections of children younger than 18, by age, 2014-19
                    • The consumer
                      • Most parents watch TV, but skill building is also important to parents
                        • Figure 3: In-home activities with toddler/preschooler within the last three months, January 2014
                      • Young children are shoppers in training
                        • Figure 4: Out-of-home activities with toddler/preschooler within the last three months, January 2014
                      • Family first when it comes to sources parents use to learn about activities
                        • Figure 5: Top sources used to learn about toddler/preschooler activities, January 2014
                      • Young kids’ activities should be the complete package – educational, creative, and fun
                        • Figure 6: Top five most important qualities in choice of toddler/preschooler activities, January 2014
                      • Parents may feel guilty about the disconnect between what they want to do and what they actually do with their kids
                        • Figure 7: Parent attitudes about activities and time spent with toddler/preschooler – busy parents, January 2014
                      • What we think
                      • Issues and Insights

                          • How do parents keep their toddlers and preschoolers entertained in and out of the home?
                            • The issues:
                              • The implications:
                                • Parents are busy but motivated to choose the best activities for their children’s development
                                  • The issues:
                                    • The implications:
                                      • Hispanic parents need companies to embrace biculturalism
                                        • The issues:
                                          • The implications:
                                          • Toddlers and Preschoolers by the Numbers

                                            • Key points
                                              • Toddlers and preschoolers account for about 5% of the population in 2014
                                                • Figure 8: Total US population distribution including toddlers and preschoolers aged 2-5, 2014
                                              • Preschoolers’ numbers set to increase the fastest from 2014-19
                                                • Figure 9: Total US population by age, including toddlers and preschoolers aged 2-5, 2009-19
                                              • Living arrangements
                                                • Figure 10: Living arrangement of children 0-11, by age, 2012
                                              • Nonparent care arrangements
                                                • Figure 11: Nonparent care arrangement of children 0-5 who are not enrolled in kindergarten, by age, 2012
                                            • Trend Application

                                                • Inspire trend: The Unfairer Sex
                                                  • Inspire trend: Sense of the Intense
                                                    • Inspire trend: Play Ethic
                                                    • Innovations and Innovators

                                                      • Overview
                                                        • Snacks for 2-5-year-olds mimic adult food trends
                                                          • Tea time gets a fun twist
                                                            • Young foodies: toddler and preschooler snacks boldly go beyond strawberry, orange, or apple flavors
                                                              • Toddlers and preschoolers can enjoy TV shows outside of the box
                                                                • Technology
                                                                  • Figure 12: Fisher-Price Imaginext Apptivity Fortress, 2014
                                                                • Gender-neutral toys
                                                                  • Figure 13: GoldieBlox, GoldieBlox and the Parade Float, 2014
                                                                  • Figure 14: Hasbro, Easy bake oven – ultimate oven, 2014
                                                                • Multicultural and multigenerational play
                                                                  • Bridging the gap with culturally inclined products
                                                                    • Figure 15: Culturally Inclined Productions Desi Chaat board game, 2014
                                                                    • Figure 16: Ingenio Easy Translator (Spanish), 2014
                                                                  • Say it loud: “I’m smart and I’m proud!”
                                                                    • Figure 17: HIA Toys “Bessie Coleman: Fearless Fly Girl,” 2014
                                                                • Marketing Strategies

                                                                  • Overview
                                                                    • Speaking to the parent’s “ideal self”
                                                                      • Balancing care with independence
                                                                        • Figure 18: Kohl’s “Find your yes – training wheels” TV ad, April 2014
                                                                      • Perfection is a myth
                                                                        • Figure 19: Coca-Cola, “Trials and tribulations” TV ad, 2013
                                                                        • Figure 20: Luvs “Sanitize” TV Ad, September 2013
                                                                        • Figure 21: Clorox, “Daycare with 4 in One Spray” TV ad, 2014
                                                                      • Enhance the activities that parents already engage in with their kids
                                                                        • Making the mundane more interesting
                                                                          • Figure 22: Oscar Mayer, “It’s Yes Food” TV ad, 2013
                                                                        • Watch and learn
                                                                          • Figure 23: Sprout website, 2014
                                                                        • Dining with the stars
                                                                          • Figure 24: Disney Junior website, 2014
                                                                        • Marketing approach
                                                                          • Talk to the parents, not just the child
                                                                            • Packaging
                                                                              • Gender-neutral packaging
                                                                                • Figure 25: LEGO/DUPLO “Creative Ice Cream,” 2014
                                                                              • Bright packaging that is also a toy or activity
                                                                                • Bright packaging can signify that the product is safe for children
                                                                                • In-home Activities with Toddlers and Preschoolers

                                                                                  • Key points
                                                                                    • More parents choose traditional in-home activities over tech devices
                                                                                      • Figure 26: In-home activities with toddler/preschooler within the last three months, January 2014
                                                                                    • Moms do more activities, young dads are more tech focused
                                                                                      • Figure 27: In-home activities with toddler/preschooler within the last three months, by parents’ gender and age, January 2014
                                                                                    • Gender differences apparent in parents, also present in children
                                                                                        • Figure 28: In-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014
                                                                                      • Affluent households are more likely to use technology
                                                                                        • Figure 29: In-home activities with toddler/preschooler within the last three months, by household income, January 2014
                                                                                    • Out-of-home Activities with Toddlers and Preschoolers

                                                                                      • Key points
                                                                                        • Children are more likely to shop with parents than play at the park
                                                                                          • Figure 30: Out-of-home activities with toddler/preschooler within the last three months, January 2014
                                                                                        • Outside of the home, moms do the shopping and dads entertain
                                                                                          • Figure 31: Out-of-home activities with toddler/preschooler within the last three months, by Parent’s gender, January 2014
                                                                                        • Higher-income families enroll their toddlers in classes
                                                                                          • Figure 32: Out-of-home activities with toddler/preschooler within the last three months, by household income, January 2014
                                                                                        • Companies can tap into the daytime market of part-time parents
                                                                                          • Figure 33: Out-of-home activities with toddler/preschooler within the last three months, by parent employment, January 2014
                                                                                        • Girls are socialized to shop
                                                                                          • Figure 34: Out-of-home activities with toddler/preschooler within the last three months, by gender of toddlers versus preschoolers, January 2014
                                                                                      • Sources Used to Learn about Activities for Toddlers and Preschoolers

                                                                                        • Key points
                                                                                          • Family first
                                                                                            • Figure 35: Sources used by parents to learn about toddler/preschooler activities, January 2014
                                                                                          • Young moms turn to magazines, young dads to the internet
                                                                                              • Figure 36: Sources used by parents to learn about toddler/preschooler activities, by parent’s gender and age, January 2014
                                                                                            • Highest- and lowest-income households hold potential for TV networks
                                                                                                • Figure 37: Sources used by parents to learn about toddler/preschooler activities, by household income, January 2014
                                                                                              • Preschoolers require stage-sensitive activities
                                                                                                • Figure 38: Sources used by parents to learn about toddler/preschooler activities, by toddlers vs preschoolers and gender, January 2014
                                                                                              • Parents who rely on online sources value structured activity
                                                                                                • Figure 39: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014
                                                                                                • Figure 40: Out-of-home activities with toddler/preschooler within the last three months, by sources used to learn about activities, January 2014 (continued)
                                                                                            • The Most Important Qualities in Activities for Toddlers and Preschoolers

                                                                                              • Key points
                                                                                                • Parents want activities that are educational, creative, and fun
                                                                                                  • Figure 41: Top five most important qualities in choice of toddler/preschooler activities, January 2014
                                                                                                • Older dads want their toddlers and preschoolers to be socially intelligent
                                                                                                  • Figure 42: Top five most important qualities in choice of toddler/preschooler activities, by parent’s gender and age, January 2014
                                                                                                • Gender equality in the playpen
                                                                                                  • Figure 43: Parent’s most important qualities in choice of toddler/preschooler activities, by gender of toddlers vs preschoolers, January 2014
                                                                                                • More parents are buying books; fewer buying video games
                                                                                                  • Figure 44: Games or toys purchased in the last 12 months, October 2009-December 2013
                                                                                                • Mothers are more likely to buy toys and games, especially education-focused toys
                                                                                                  • Figure 45: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013
                                                                                              • Parents’ Perceptions of Children’s TV Channels/Networks

                                                                                                • Key points
                                                                                                  • Overview
                                                                                                      • Figure 46: Familiarity levels with children’s TV channels/networks, January 2014
                                                                                                    • Correspondence analysis
                                                                                                      • Methodology
                                                                                                        • Sprout and Cartoon Network are most distinct
                                                                                                          • Figure 47: Correspondence Analysis, May 2014
                                                                                                        • Sprout leads with parents for being perceived as educational
                                                                                                          • Figure 48: Perceptions of children’s TV channels/networks, May 2014
                                                                                                          • Figure 49: Children’s TV channels/networks, average household ratings, 2010-14
                                                                                                      • Attitudes About Activities and Time Spent with Toddlers and Preschoolers

                                                                                                        • Key points
                                                                                                          • Parents feel guilty about their inability to do what their 2-5-year-olds want
                                                                                                            • Figure 50: Parent attitudes about activities and time spent with toddler/preschooler, January 2014
                                                                                                          • Young parents more likely to report time constraints and parental guilt
                                                                                                            • Figure 51: Attitudes about activities and time spent with toddler/preschooler, by parent’s age, January 2014
                                                                                                          • Young moms value play, young dads want digital play
                                                                                                            • Figure 52: Attitudes about activities and time spent with toddler/preschooler, by gender and age, January 2014
                                                                                                          • More money, more responsibilities: affluent parents feel time crunched
                                                                                                              • Figure 53: Attitudes about activities and time spent with toddler/preschooler, by household income, January 2014
                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanic parents may view their role as nurturer more than educator
                                                                                                                • Figure 54: In-home activities with toddler/preschooler within the last three months, by Parent’s race/Hispanic origin, January 2014
                                                                                                              • Hispanic parents of children <5 are more likely to be moviegoers
                                                                                                                • Figure 55: Out-of-home activities with toddler/preschooler within the last three months, by parent’s race/Hispanic origin, January 2014
                                                                                                              • Hispanic families are more likely to use digital entertainment
                                                                                                                • Figure 56: Attitudes about activities and time spent with toddler/preschooler, by parent’s race/Hispanic origin, January 2014
                                                                                                              • Black parents prioritize educational toys for their toddlers and preschoolers
                                                                                                                  • Figure 57: Top five games or toys purchased in the last 12 months, by parent’s race/Hispanic origin, November 2012-December 2013
                                                                                                              • Cluster Analysis

                                                                                                                    • Figure 58: Parents of toddlers and preschoolers clusters, January 2014
                                                                                                                  • Cluster 1: Hands-off Parents
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Cluster 2: Anti-digital Realists
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                • Opportunity
                                                                                                                                  • Cluster 3: Time-crunched Parents
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • Cluster 4: Super Parents
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                    • Figure 59: Parent of toddlers and preschoolers clusters, January 2014
                                                                                                                                                    • Figure 60: In-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
                                                                                                                                                    • Figure 61: Out-of-home activities with toddler/preschooler within the last three months, by parents of toddlers and preschoolers clusters, January 2014
                                                                                                                                                    • Figure 62: Sources used by parents to learn about toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
                                                                                                                                                    • Figure 63: Top five most important qualities in choice of toddler/preschooler activities, by parents of toddlers and preschoolers clusters, January 2014
                                                                                                                                                    • Figure 64: Attitudes about activities and time spent with toddler/preschooler, by parents of toddlers and preschoolers clusters, January 2014
                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                    • Figure 65: Parents of toddlers and preschoolers clusters, by parent gender, January 2014
                                                                                                                                                    • Figure 66: Parents of toddlers and preschoolers clusters, by parent age, January 2014
                                                                                                                                                    • Figure 67: Parents of toddlers and preschoolers clusters, by gender and age, January 2014
                                                                                                                                                    • Figure 68: Parents of toddlers and preschoolers clusters, by household income, January 2014
                                                                                                                                                    • Figure 69: Parents of toddlers and preschoolers clusters, by race/Hispanic origin, January 2014
                                                                                                                                                    • Figure 70: Parents of toddlers and preschoolers clusters, by toddlers vs preschoolers, January 2014
                                                                                                                                                    • Figure 71: Parents of toddlers and preschoolers clusters, by gender toddlers vs preschoolers, January 2014
                                                                                                                                                    • Figure 72: Parents of toddlers and preschoolers clusters, by demographic, January 2014
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Appendix – Other Useful Consumer Tables

                                                                                                                                                    • In-home activities with toddler/preschooler
                                                                                                                                                      • Figure 73: In-home activities with toddler/preschooler within the last three months, January 2014
                                                                                                                                                      • Figure 74: In-home activities with toddler/preschooler within the last three months, by gender, January 2014
                                                                                                                                                      • Figure 75: In-home activities with toddler/preschooler within the last three months, by age, January 2014
                                                                                                                                                      • Figure 76: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
                                                                                                                                                      • Figure 77: In-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
                                                                                                                                                    • Out-of-home activities with toddler/preschooler
                                                                                                                                                      • Figure 78: Out-of-home activities with toddler/preschooler within the last three months, January 2014
                                                                                                                                                      • Figure 79: Out-of-home activities with toddler/preschooler within the last three months, by age, January 2014
                                                                                                                                                      • Figure 80: Out-of-home activities with toddler/preschooler within the last three months, by gender and age, January 2014
                                                                                                                                                      • Figure 81: Out-of-home activities with toddler/preschooler within the last three months, by race/Hispanic origin, January 2014
                                                                                                                                                      • Figure 82: Out-of-home activities with toddler/preschooler within the last three months, by marital status, January 2014
                                                                                                                                                      • Figure 83: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 1, January 2014
                                                                                                                                                      • Figure 84: Out-of-home activities with toddler/preschooler within the last three months, by visits social media websites at least once per week – Part 2, January 2014
                                                                                                                                                      • Figure 85: Out-of-home activities with toddler/preschooler within the last three months, by toddlers vs preschoolers, January 2014
                                                                                                                                                    • Sources used by respondents to learn about toddler/preschooler activities
                                                                                                                                                      • Figure 86: Sources used by respondents to learn about toddler/preschooler activities, January 2014
                                                                                                                                                      • Figure 87: Sources used by respondents to learn about toddler/preschooler activities, by gender, January 2014
                                                                                                                                                      • Figure 88: Sources used by respondents to learn about toddler/preschooler activities, by age, January 2014
                                                                                                                                                      • Figure 89: Sources used by respondents to learn about toddler/preschooler activities, by Hispanic origin, January 2014
                                                                                                                                                      • Figure 90: Sources used by respondents to learn about toddler/preschooler activities, by generations, January 2014
                                                                                                                                                      • Figure 91: Childcare, November 2012-December 2013
                                                                                                                                                    • The most important qualities in choice of toddler/preschooler activities
                                                                                                                                                      • Figure 92: Top five most important qualities in choice of toddler/preschooler activities, January 2014
                                                                                                                                                      • Figure 93: Top five most important qualities in choice of toddler/preschooler activities, by gender, January 2014
                                                                                                                                                      • Figure 94: Top five most important qualities in choice of toddler/preschooler activities, by age, January 2014
                                                                                                                                                      • Figure 95: Top five most important qualities in choice of toddler/preschooler activities, by household income, January 2014
                                                                                                                                                      • Figure 96: Top five most important qualities in choice of toddler/preschooler activities, by race/Hispanic origin, January 2014
                                                                                                                                                      • Figure 97: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of in-home activities with toddler/preschooler within the last three months, January 2014
                                                                                                                                                      • Figure 98: Top five most important qualities in choice of toddler/preschooler activities, by repertoire of out-of-home activities with toddler/preschooler within the last three months, January 2014
                                                                                                                                                      • Figure 99: Games or toys purchased in the last 12 months, by gender, November 2012-December 2013
                                                                                                                                                      • Figure 100: Games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                      • Figure 101: Games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
                                                                                                                                                      • Figure 102: Top five games or toys purchased in the last 12 months, by gender, November 2012-December 2013
                                                                                                                                                      • Figure 103: Top five games or toys purchased in the last 12 months, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                      • Figure 104: Top five games or toys purchased in the last 12 months, by presence of children in household, November 2012-December 2013
                                                                                                                                                      • Figure 105: Top five DVD/Blu-ray purchased or rented in the last 12 months, by gender, November 2012-December 2013
                                                                                                                                                      • Figure 106: Top five DVD/Blu-ray purchased or rented in the last 12 months, by presence of children in household, November 2012-December 2013
                                                                                                                                                    • Parents’ perceptions of children’s TV channels/networks
                                                                                                                                                      • Figure 107: Perceptions of TV channels/networks, January 2014
                                                                                                                                                      • Figure 108: Perceptions of all Nickelodeon, by gender, January 2014
                                                                                                                                                      • Figure 109: Perceptions of all Nickelodeon, by gender and age, January 2014
                                                                                                                                                      • Figure 110: Perceptions of all Nickelodeon, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 111: Perceptions of all Nickelodeon, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 112: Perceptions of all Disney, by gender, January 2014
                                                                                                                                                      • Figure 113: Perceptions of all Disney, by gender and age, January 2014
                                                                                                                                                      • Figure 114: Perceptions of all Disney, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 115: Perceptions of all Disney, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 116: Perceptions of Cartoon Network, by gender, January 2014
                                                                                                                                                      • Figure 117: Perceptions of Cartoon Network, by gender and age, January 2014
                                                                                                                                                      • Figure 118: Perceptions of Cartoon Network, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 119: Perceptions of Cartoon Network, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 120: Perceptions of Nick Jr., by gender, January 2014
                                                                                                                                                      • Figure 121: Perceptions of Nick Jr., by gender and age, January 2014
                                                                                                                                                      • Figure 122: Perceptions of Nick Jr., by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 123: Perceptions of Nick Jr., by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 124: Perceptions of Sprout, by gender, January 2014
                                                                                                                                                      • Figure 125: Perceptions of Sprout, by gender and age, January 2014
                                                                                                                                                      • Figure 126: Perceptions of Sprout, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 127: Perceptions of Sprout, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 128: Perceptions of Disney Channel, by gender, January 2014
                                                                                                                                                      • Figure 129: Perceptions of Disney Channel, by gender and age, January 2014
                                                                                                                                                      • Figure 130: Perceptions of Disney Channel, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 131: Perceptions of Disney Channel, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 132: Perceptions of Disney Junior, by gender, January 2014
                                                                                                                                                      • Figure 133: Perceptions of Disney Junior, by gender and age, January 2014
                                                                                                                                                      • Figure 134: Perceptions of Disney Junior, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 135: Perceptions of Disney Junior, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 136: Perceptions of Disney, by gender, January 2014
                                                                                                                                                      • Figure 137: Perceptions of Disney, by gender and age, January 2014
                                                                                                                                                      • Figure 138: Perceptions of Disney, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 139: Perceptions of Disney, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                      • Figure 140: Perceptions of The Hub, by gender, January 2014
                                                                                                                                                      • Figure 141: Perceptions of The Hub, by gender and age, January 2014
                                                                                                                                                      • Figure 142: Perceptions of The Hub, by White/non-White and Hispanic origin, January 2014
                                                                                                                                                      • Figure 143: Perceptions of The Hub, by toddlers versus preschoolers and gender, January 2014
                                                                                                                                                    • Attitudes about activities and time spent with toddler/preschooler
                                                                                                                                                      • Figure 144: Attitudes about activities and time spent with toddler/preschooler, by gender, January 2014
                                                                                                                                                      • Figure 145: Attitudes about activities and time spent with toddler/preschooler, by race/Hispanic origin, January 2014
                                                                                                                                                      • Figure 146: Attitudes about activities and time spent with toddler/preschooler, by gender and marital status, January 2014
                                                                                                                                                      • Figure 147: Attitudes about activities and time spent with toddler/preschooler, by toddlers vs preschoolers, January 2014
                                                                                                                                                      • Figure 148: Attitudes about activities and time spent with toddler/preschooler, by gender toddlers vs preschoolers, January 2014
                                                                                                                                                      • Figure 149: Attitudes about activities with toddlers/preschoolers, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                                      • Figure 150: Attitudes about activities with toddlers/preschoolers, by household income, November 2012-December 2013
                                                                                                                                                      • Figure 151: Attitudes about activities with toddlers/preschoolers, by presence of children in household, November 2012-December 2013
                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                    Companies Covered

                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                    Activities of Toddlers and Pre-schoolers - US - May 2014

                                                                                                                                                    US $3,995.00 (Excl.Tax)