The merger between Information Resources Inc. (IRI) and The NPD Group (NPD) has spawned a new brand and corporate identity to carry the combined forces into the future: Circana.
Toy Book readers will recall that NPD has been a valued partner and contributor delivering insights on the toy industry for years. As Circana, that will continue as the company positions itself as “the leading advisor on the complexity of consumer behavior.”
“We are proud to begin this new chapter together as Circana, a name that conveys our 360-degree, full-circle understanding of the consumer and market, and our unique ability to bring clients a complete view of the consumer, store, and wallet,” says Kirk Perry, Circana President and CEO, Circana. “In today’s dynamic global retail and media environment, our value proposition has never been stronger. Circana is undeniably best positioned to advise the world’s leading brands and retailers across almost every industry on how to identify opportunity, ignite innovation and grow well into the future.”
Landor & Fitch was enlisted to consult on the creation of the Circana brand.
The company tracks millions of products across more than 2,000 consumer products categories at more than 500,000 stores in 20 countries. Its insights are powered by its Liquid Data technology platform. According to Circana, it currently advises nearly 7,000 brands and retailers worldwide.
