KIDS STUFF INC
10QSB, 1998-08-14
CATALOG & MAIL-ORDER HOUSES
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<PAGE>

                                  UNITED STATES

                       SECURITIES AND EXCHANGE COMMISSION

                             Washington, D.C. 20549

                                   FORM 10-QSB

                                   (Mark One)

   [X]   QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE
         SECURITIES EXCHANGE ACT OF 1934

For the period ended June 30, 1998

                                        OR

   [ ]   TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE
         SECURITIES EXCHANGE ACT OF 1934

for the transition period from   ______________________ to __________________

Commission file number  000-29334

                                KIDS STUFF, INC.
             (Exact name of registrant as specified in its charter)

          Delaware                                    34-1843520
(State or other jurisdiction  of                   (I.R.S. Employer
 incorporation  or organization)                  Identification No.)

         4450 Belden Village Street, N.W., Suite 406, Canton, Ohio 44718
                    (Address of principle executive offices)
                                   (Zip Code)

                                 (330) 492-8090
              (Registrant's telephone number, including area code)

Check whether the issuer (1) filed all reports required to be filed by Section
13 or 15 (d) of the Securities Exchange Act of 1934 during the past 12 months
(or for such shorter period that the registrant was required to file such
reports), and (2) has been subject to such filing requirements for the past 90
days.

                  Yes [ X ]                                       No [ ]

As of July 25, 1998, there were 3,512,856 shares of the Registrant's Common
Stock $.001 par value issued and outstanding.

Transitional Small Business Disclosure Format.

                   Yes [ ]                                        No [X]

                                      -1-

<PAGE>

INDEX


Balance Sheets - June 30, 1998 (Unaudited) and December 31, 1997.         3
Statements of Operations - Three Months and Six Months Ended
    June 30, 1998 and 1997 (Unaudited).                                   5
Statements of Cash Flows - Six Months Ended
    June 30, 1998 and 1997 (Unaudited).                                   6
Notes to Financial Statements.                                            7
Item 2 - Management's Discussion and Analysis or Plan of Operations.     14
Signature Page


                                       2


<PAGE>





                                Kids Stuff, Inc.
                                 Balance Sheets
<TABLE>
<CAPTION>


                                                        (UNAUDITED)
                                                         June 30,           December 31,
                                                           1998                 1997
                                                        ----------          ------------
<S>                                                     <C>                  <C>
ASSETS

CURRENT ASSETS
     Cash                                               $  171,431           $  101,894
     Accounts receivable                                   459,248              335,013
     Inventories                                         1,268,254            1,389,012
     Deferred catalog expense                              462,131              259,592
     Due from affiliates                                    48,601              580,965
     Prepaid expenses                                       53,835               21,798
                                                        ----------           ----------
        Total current assets                             2,463,500            2,688,274

PROPERTY & EQUIPMENT:
     Data processing equipment                             231,317              207,378
     Leasehold Improvements                                 20,013               19,909
     Vehicles                                                9,089                9,089
     Machinery and equipment                               101,755               93,366
     Furniture and fixtures                                147,018              129,314
                                                        ----------           ----------
                                                           509,192              459,056
     Less accumulated depreciation                         219,353              193,634
                                                        ----------           ----------
                                                           289,839              265,422
OTHER ASSETS, net of accumulated amortization
     Goodwill                                            1,092,366            1,119,425
     Customer List                                         438,869              474,940
                                                        ----------           ----------
                                                         1,531,235            1,594,365
                                                        ----------           ----------

                                                        $4,284,574           $4,548,061
                                                        ==========           ==========


</TABLE>




   The accompanying notes are an integral part of these financial statements.

                                        3

<PAGE>



                                Kids Stuff, Inc.
                                 Balance Sheets

<TABLE>
<CAPTION>


                                                                (UNAUDITED)
                                                                  June 30,             December 31,
                                                                    1998                   1997
                                                                -----------            -----------

LIABILITIES AND STOCKHOLDERS' EQUITY

<S>                                                            <C>                     <C>
CURRENT LIABILITIES
     Current portion long-term debt - related parties           $      --              $   100,000
     Accounts payable                                             1,611,227              1,617,204
     Line of credit                                                 732,000                671,000
     Customer advances and other                                      8,491                137,193
                                                                -----------            -----------
        Total current liabilities                                 2,351,718              2,525,397

LONG-TERM DEBT-RELATED PARTIES,NET OF
CURRENT PORTION                                                        --                  200,000

STOCKHOLDERS' EQUITY:
     Preferred stock                                                  5,000                  5,000
     Common stock                                                     3,513                  3,513
     Additional paid - in capital                                 3,216,734              3,216,734
     Retained earnings (deficit)                                 (1,292,391)            (1,402,583)
                                                                -----------            -----------
        Total Stockholders' Equity                                1,932,856              1,822,664
                                                                -----------            -----------

                                                                $ 4,284,574            $ 4,548,061
                                                                ===========            ===========
</TABLE>


   The accompanying notes are an integral part of these financial statements.

                                        4


<PAGE>



                                Kids Stuff, Inc.
                            Statements of Operations
<TABLE>
<CAPTION>



                                                            (UNAUDITED)                         (UNAUDITED)
                                                         Three Months Ended                  Six Months Ended
                                                              June 30,                           June 30,
                                                   -------------------------------   ----------------------------------
                                                       1998             1997              1998               1997
                                                   --------------   --------------   ---------------    ---------------

<S>                                                   <C>           <C>              <C>                <C>
Sales                                               $ 3,408,744      $ 2,044,340        $ 6,613,621      $ 3,509,881

Cost of Sales                                         1,947,659        1,192,778          3,949,126        2,018,172
                                                    -----------      -----------        -----------      -----------

Gross Profit                                          1,461,085          851,562          2,664,495        1,491,709

Selling Expenses                                        991,074          609,324          1,760,802        1,204,165

General and Administrative
      Expenses                                          391,344          193,077            757,585          382,520
                                                    -----------      -----------        -----------      -----------

Income (Loss) From Operations                            78,667           49,161            146,108          (94,976)

Other (Expense) Income - net                            (16,170)         (15,984)           (24,551)         (30,803)
                                                    -----------      -----------        -----------      -----------

Net Income (Loss)                                   $    62,497      $    33,177        $   121,557      $  (125,779)
                                                    ===========      ===========        ===========      ===========

Basic and Diluted Income (Loss) Per Share           $      0.02      $      0.01        $      0.03      $     (0.04)
                                                    ===========      ===========        ===========      ===========
</TABLE>

   The accompanying notes are an integral part of these financial statements.

                                        5


<PAGE>


                                Kids Stuff, Inc.
                            Statements of Cash Flows

<TABLE>
<CAPTION>


                                                                      (UNAUDITED)
                                                               Six Months Ended June 30,
                                                            ------------------------------
                                                               1998                 1997

<S>                                                         <C>                  <C>
Cash Flows From Operating Activities:
 Net income (loss)                                           $ 121,557            $(125,779)
 Adjustments to reconcile net income (loss) to net
  cash (used) provided by operating activities:
   Depreciation and amortization                                88,848                8,841
   (Increase) in accounts receivable                          (124,235)             (65,343)  
   Decrease (increase) in inventories                          120,758              (64,281)
   (Increase) decrease in deferred catalog expense            (202,539)              74,196
   (Increase) in prepaid expenses                              (43,402)            (106,126)
   (Decrease) increase in accounts payable, customer
    advances and other                                        (134,679)             486,850
                                                             ---------            ---------
Net cash (used) provided by operating activities              (173,692)             208,358




Cash Flows From Investing Activities:
 Investment in property and equipment                         (50,135)             (70,082)
 (Increase) in prepaid amounts for acquisition of 
  Natural Baby Catalog                                           --                (22,846)
                                                            ---------            ---------
Net cash (used) by investing activities                       (50,135)             (92,928)


Cash Flows From Financing Activities:
 Borrowings on line of credit - net                            61,000                 --
 Sale of preferred stock                                         --                  5,000
 (Increase) in prepaid amounts for public offering               --               (198,078)
 (Decrease) in due to affiliates                                 --               (137,070)
 Decrease (increase) in due from affiliates                   232,364              (33,930)
                                                            ---------            ---------
Net cash provided (used) by financing activities              293,364             (364,078)

Net increase (decrease) in cash                                69,537             (248,648)

Cash - Beginning                                              101,894              248,648
                                                            ---------            ---------

Cash - Ending                                               $ 171,431            $    --
                                                            =========            =========

Supplemental Disclosure of Cash Flow Information
 Cash Paid during the period for interest                   $  29,961            $  35,123
                                                            =========            =========

</TABLE>


   The accompanying notes are an integral part of these financial statements.

                                        6



<PAGE>


                                KIDS STUFF, INC.

                          NOTES TO FINANCIAL STATEMENTS


Note 1   Organization and Business

         A.  Business Description - Kids Stuff, Inc. ("Kids Stuff" of the
             "Company") is in the mail order business and sells to customers
             throughout the United States. Perfectly Safe, a division of the
             Company, primarily sells children's safety products for use up to
             age 3. Jeanne's Kids Club, a division of the Company, sells hard
             good products for children primarily up to the age of 3. Natural
             Baby, a division of the Company, sells clothing and toys for
             children primarily up to the age of 3. Products are purchased from
             a variety of vendors.

         B.  Reorganization - Kids Stuff was incorporated during 1996 as a
             wholly-owned subsidiary of Duncan Hill, Inc. ("Duncan Hill"). Prior
             to a reorganization occurring June 30, 1996, Kids Stuff had no
             operations. The operations shown in the accompanying financial
             statements prior to June 30, 1996 are those of Perfectly Safe,
             Inc., which was dissolved as part of the reorganization and is
             sometimes referred to as "Predecessor" in these financial
             statements.

             Perfectly Safe, Inc. was also a wholly-owned subsidiary of Duncan
             Hill. Effective June 30, 1996, the assets and liabilities of
             Perfectly Safe, Inc., reverted to Duncan Hill, and Perfectly Safe,
             Inc. was dissolved. As part of the reorganization, the Company
             acquired the assets and liabilities of its Predecessor. The Company
             also acquired, as part of the reorganization, certain fixed assets
             formerly belonging to Duncan Hill at a net book value of $122,143
             at December 31, 1995. The combination of the Company's acquisition
             of the assets of its Predecessor and the Company's acquisition of
             certain assets of Duncan Hill were accounted for at historical cost
             as a reorganization of companies under common control. The
             operations of the Predecessor are currently operated as the
             Perfectly Safe Division and Jeanne's Kids Club Division of the
             Company.

Note 2   Basis of Presentation

             The accompanying financial statements have been prepared by the
             Company. Certain information and footnote disclosures normally
             included in financial statements prepared in accordance with
             generally accepted accounting principles have been condensed or
             omitted. In the opinion of the Company's management, the
             disclosures made are adequate to make the information presented not
             misleading, and the financial statements contain all adjustments
             necessary to present fairly the financial position as of June 30,
             1998, results of operations for the three months and six months
             ended June 30, 1998 and 1997, and cash flows for the six months
             ended June 30, 1998 and 1997.

             The results of operations for the three months and six months ended
             June 30, 1998 are not necessarily indicative of the results to be
             expected for the full year.

              Per Share Amounts - Net income per share is calculated using the
              weighted average number of shares outstanding during the period
              and additional shares assumed to be outstanding to reflect

                                       7
<PAGE>


                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)

Note 2   Basis of Presentation (continued)

         the dilutive effect of common stock equivalents. The only common stock
         equivalents outstanding were the 2,400,000 Class A Warrants. Since the
         effect of adding the warrants would be anti-dilutive, they are not
         considered in the calculation for the periods presented. The number of
         shares outstanding in computing basic and diluted earnings per share
         for the three and six months ended June 30, 1998 is 3,512,856, and
         3,482,496 and 3,590,647 for the three and six months ended June 30,
         1997, respectively.

Note 3.  New Authoritative Pronouncements

         Stock-Based Compensation - The Company uses the intrinsic value-based
         method for stock-based compensation to employees. As a result, this
         standard does not have any effect to the Company's financial statement
         other than to require disclosure of the pro forma effect on net income
         (loss) of using the fair value-based method of accounting.

         In June 1997, SFAS 130, "Reporting Comprehensive Income," was issued.
         SFAS 130 established new standards for reporting comprehensive income
         and its components and is effective for fiscal years beginning after
         December 15, 1997. The Company expects that comprehensive income will
         not differ materially from net income.

         In June 1997, the Financial Accounting Standards Board issued SFAS 131,
         "Disclosure About Segments of an Enterprise and Related Information."
         SFAS 131 changes the standards for reporting financial results by
         operating segments, related products and services, geographical areas
         and major customers. The Company must adopt SFAS 131 no later than
         December 31, 1998. The Company believes that the effect of adoption
         will not be material.

         In June 1998, the Financial Accounting Standards Board issued SFAS 133,
         "Accounting for Derivative Instruments and Hedging Activities." This
         statement established accounting and reporting standards for derivative
         instruments, including certain derivative instruments embedded in other
         contracts, and for hedging activities. It requires recognition of all
         derivatives as either assets or liabilities on the balance sheet and
         measurement of those instruments at fair value. If certain conditions
         are met, a derivative may be designated specifically as (a) a hedge of
         the exposure to changes in fair value of a recognized asset or
         liability or an unrecognized firm commitment (fair hedge), (b) a hedge
         of the exposure to variable cash flows of a forecasted transaction (a
         cash hedge), or (c) a hedge of the foreign currency exposure of a net
         investment in a foreign operation, an unrecognized firm commitment, an
         available-for-sale security, or a foreign-currency-denominated
         forecasted transaction. The Company does not anticipate having each of
         these types of hedges, but will comply with requirements of SFAS 133
         when adopted.

         This statement is effective for all fiscal quarters or fiscal years
         beginning after June 15, 1999. The Company will adopt SFAS 133
         beginning January 1, 2000. The effect of adopting SFAS 133 is not
         expected to be material.

                                       8

<PAGE>



                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)

Note 4   Contract With The Havana Group, Inc.

             Effective January 1, 1998, the Company contracted with The Havana
             Group, Inc.("Havana") at an annual fee of approximately $206,100
             for the administrative, executive and accounting services, as
             outlined below, and $2.40 per order processed by the Company for
             Havana. The Company will also receive 5% of Havana's 1998 pre-tax
             profit (if any) in connection with these administrative and
             fulfillment services.

                  Accounting and Payroll Services                     $  34,000
                  Administration and Human Resource Management           51,600
                  Data Processing                                        34,900
                  Office Equipment and Facilities Use                    32,200
                  Merchandising and Marketing Services                   38,100
                  Purchasing Services                                    15,300
                                                                      ---------
                   Total                                              $ 206,100
                                                                      =========


   Note 5.        Stockholders' Equity

         A.       Common Stock

             In connection with the reorganization effective June 30, 1996, the
             Company issued to its parent, Duncan Hill, 2,400,000 shares of
             Common Stock at a value of $.125 per share. Commencing October
             1996, the Company sold an aggregate of 1,300,000 shares of Common
             Stock to eight private investors for the aggregate purchase price
             of $162,500. These 3,700,000 shares of unregistered securities were
             issued by the Company at its inception. There were no underwriting
             discounts and commissions paid in connection with the issuance of
             any said securities.

             In June 1997, the Company repurchased 857,144 of the shares sold to
             five of the eight private investors at a repurchase price of $.125
             per share. The Company's repurchase payment was in the form of
             promissory notes totaling $107,143. These notes were paid off in
             July 1997 with the proceeds of the public offering.

             In July 1997, the Company completed an initial public offering (see
             Note 9) in which 600,000 common shares were issued.

             In July 1997, the Company issued 70,000 unregistered restricted
             shares which represented $245,000 of the $2,066,829 purchase cost
             of The Natural Baby Catalog (see Note 8).


                                       9


<PAGE>



                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)

Note 5.  Stockholders' Equity (continued)

         B.       Preferred Stock

             The Board of Directors has the authority, without further action by
             the stockholders, to issue up to 10,000,000 shares of Preferred
             Stock in one or more series and to fix the rights, preferences,
             privileges, and restrictions thereof, including dividend rights,
             conversion rights, voting rights, terms of redemption, liquidation
             preferences, and the number of shares constituting any series or
             the designation of such series.

             During January 1997, the Company issued 5,000,000 shares of Series
             A Preferred Stock, $.001 par value to Duncan Hill as part of the
             reorganization (See Note A). The holders of the Series A Preferred
             Stock are entitled to one vote for each share held of record on all
             matters submitted to a vote of the stockholders.

             The Series A Preferred Stock is not subject to redemption and has
             no conversion rights or rights to participate in dividend payments.
             In the event of any voluntary or involuntary liquidation,
             dissolution or winding up of the affairs of the Company, each share
             of Series A Preferred Stock has a liquidation preference of $.001
             per share.

         C.  Warrants

             In conjunction with the public offering discussed in Note 7, the
             Company issued 2,400,000 Class A warrants. Each warrant entitles
             the holder to purchase one share of common stock at a price of
             $5.00 for a period of four years commencing one year after the date
             of the Company's prospectus. The Company may redeem the Warrants at
             a price of $.05 per Warrant, at any time after they become
             exercisable, upon not less than 30 days' prior written notice, if
             the closing bid price of the Common Stock has been at least $14.40
             per share for 20 consecutive trading days ending on the fifth day
             prior to the date on which the notice of redemption is given.

Note 6.  Note Payable - Line of Credit

             The Company has an $800,000 line of credit from United Bank with an
             open term which is payable on demand, bearing interest payable
             monthly at the bank's prime lending rate plus 1%, for an effective
             rate of 9.5% at June 30, 1998, and had a balance of $732,000 at
             June 30, 1998. The line is secured by assets of the Company, as
             well as the assets of Duncan Hill and Havana. The repayment of the
             facility is guaranteed by Mr. Miller, the Company's Chief Executive
             Officer, and Havana. The credit facility extends through June 30,
             1998, and a condition of renewal is that the Company maintain a
             zero balance on the credit line for a period of thirty consecutive
             days during the course of each year. The bank has agreed to waive
             this requirement for the loan year ended June 30, 1998. The
             weighted average interest rate for the quarters ended June 30, 1998
             and 1997 was 9.5% and 9.4%, respectively. Due to the current nature
             of the liability, the carrying amount of the line approximates fair
             value.


                                       10

<PAGE>




                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)


   Note 7.        Long-Term Debt - Related Parties

         A.       Long-term debt to related parties consists of the following:
<TABLE>
<CAPTION>

                                                                     
                                                                      June 30,    December 31,
                                                                        1998          1997
                                                                     ----------    ---------
                                                                     (unaudited)
<S>                                                                  <C>           <C>
Note Payable - Duncan Hill Company (parent company),
   unsecured and payable in four annual principal payments
   plus interest at  8.0%, matures June 2000. The initial
   installment was for $66,858 and the three remaining 
   installments are for $100,000.                                    $        -     $300,000
                                                                     ----------    ---------
      Less current portion                                                   -       100,000
                                                                     ----------    ---------
                                                                     $       -      $200,000
                                                                     ==========    =========
</TABLE>

         Duncan Hill has retired this note as payment against an inter-company
         debt owed to the Company by Duncan Hill.

Note 8.  Acquisition of The Natural Baby Catalog

             In July 1997, the Company acquired the net assets and operations of
             The Natural Baby Catalog, a mail order retailer of children's
             clothing and toys. The purchase was funded with the net proceeds of
             an initial public offering. The acquisition has been accounted for
             as a purchase and, accordingly, the operating results of the
             acquired company have been included in the Company's financial
             statements since the date of acquisition. The aggregate purchase
             price is comprised of the following:

                Cash paid to former owners and to pay off debt of
                    The Natural Baby Company                        $1,444,831

                Costs of acquisition                                   276,998

                Issuance of 70,000 Kids Stuff unregistered common
                    shares to the former owners of The Natural Baby
                    Company                                            245,000

                Note payable                                           100,000
                                                                    ----------

                        Total purchase price                        $2,066,829
                                                                    ==========

                                      11
<PAGE>




                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)


Note 8.  Acquisition of The Natural Baby Catalog (continued)

             The purchase price was allocated to the net assets acquired based
             on fair values as follows:

                  Accounts receivable                              $    29,297

                  Inventory                                            474,769

                  Deferred catalog costs                               185,587

                  Prepaid expenses                                       3,544

                  Property and equipment                                24,331

                  Customer list                                        505,000

                  Accounts payable assumed                            (296,211)
                                                                   -----------
                   Net assets acquired                                 926,317

                  Excess of the purchase price over fair
                   market value of assets acquired                   1,140,512
                                                                   -----------
                  Total purchase price                             $ 2,066,829
                                                                   ===========

             The excess of the aggregate purchase price over the fair market
             value of net assets acquired of $1,140,512 was recorded as
             goodwill.

             The following unaudited pro forma results of operations for the
             years ended December 31, 1997 assume the acquisition occurred as of
             January 1, 1997:

                                                                1997
                                                         -------------------
                        Sales                                    13,954,877

                        Net Income                                  298,835

                        Earnings per share                              .08


                                       12
<PAGE>



                                KIDS STUFF, INC.

                    NOTES TO FINANCIAL STATEMENTS (CONTINUED)


   Note 9.   Public Offering

             In July 1997, the Company completed an initial public offering in
             which 300,000 units were sold for $2,619,890, net of issuance costs
             of $980,110. Each unit consisted of two common shares and eight
             redeemable Class A warrants, and sold for $12 per unit. The common
             stock and warrants are separately transferable.

             The proceeds of the public offering were used to acquire net assets
             and operations of The Natural Baby Catalog, to pay on accounts
             payable, to repay indebtedness to bridge lenders, to repay
             indebtedness to the Company's parent, Duncan Hill, to consolidate
             the operations of The Natural Baby Catalog, and for general
             corporate purposes.

                                       13

<PAGE>


       Item 2. Management's Discussion and Analysis or Plan of Operation.

                                    OVERVIEW

Kids Stuff, Inc. is a catalog merchant selling quality children's products to
consumers throughout the United States. Our business emphasizes products for
children in the age group of prenatal to three years old, and consists of three
catalogs:

      * Perfectly Safe specializes in children's safety products.

      * Jeannie's Kids Club offers toys and other hardgoods at discount prices
        in return for an  annual membership fee.

      * The Natural Baby Catalog emphasizes natural clothing, diapering and
        wood toys.

We acquired Perfectly Safe during January 1990 and circulated approximately
900,000 catalogs during that first year, producing net sales of $1,473,000. By
the end of 1997, sales had increased to over $3.9 million, which resulted in an
annual compound growth rate of approximately 15%. In the first six months of
1998 net sales were $2,500,771, an increase of 38% over the comparable 1997
period.

Jeannie's Kids Club was created and developed in-house, and the first catalog
was mailed during July 1995. The annual club membership is $18, and is renewed
automatically each year, subject to customer cancellation and other limitations.
In return for their membership fee, members are able to purchase products at
discount prices compared to other children's catalogs. During the year 1997, the
second full year of Kids Club operations, net sales were $3.2 million. However,
during the first six months of 1998 net sales were 13.8% less than the
comparable 1997 period, reflecting the impact of a planned reduction of 52% in
catalog circulation.

We acquired The Natural Baby Catalog on July 2,1997, using the proceeds from our
initial public offering. The Natural Baby Catalog compliments our other catalogs
and offers alternative products to parents interested in natural childbirth,
nursing products and natural fiber clothing. During 1997, The Natural Baby
Catalog generated net sales of $3.8 million in the third and fourth quarters,
and is expected to contribute substantially to our growth in 1998.

                              RESULTS OF OPERATIONS

Three months ended June 30, 1998 compared to the three months ended June 30,
1997.

Revenues for the quarter ended June 30, 1998 increased 67% to $3,408,744,
compared with $2,044,340 for the same period of 1997. Net profits for the second
quarter of 1998 improved to $62,497 compared with net profits of $33,177 for the
same period in 1997.

Approximately 93% of our increased revenues were attributed to The Natural Baby
Catalog. Combined revenues from our Perfectly Safe and Kids Club catalogs
increased 7% compared with 1997, producing the remainder of our overall revenue
increase.

                                       14

<PAGE>

Cost of sales decreased from 58.4% of net sales in 1997 to 57.1% in 1998. The
change is attributable to lower shipping rates as a percentage of net sales due
to the Company increasing shipping charges to customers in reaction to the
increase imposed by United Parcel Service during February.

Selling expenses, consisting of advertising and marketing costs, were 29.1% of
net sales in the second quarter of 1998, compared with 29.8% in the second
quarter of 1997. This reduction is attributable to the Company obtaining a lower
inbound telephone rate per minute.

General and Administrative expenses increased by $198,267. As a result of the
Natural Baby acquisition, the growth of our operation has given rise to higher
support costs. Costs of outside legal and accounting services have increased
because of the compliance requirements associated with being a public company.
General and administrative costs are also affected by services we provide to
Havana, an affiliated company.

Since January 1, 1997, we have been providing administrative and other support
services to Havana. During the first quarter 1997, the costs of these services
were allocated based on the percentage of Havana's total assets to that of the
controlled group. Beginning January 1, 1998, a contract was established between
Kids Stuff and Havana. The contract details specific fees to be charged by Kids
Stuff for providing administrative support and order fulfillment services to
Havana. The contract also provides an additional charge of 5% of Havana's pretax
profit for 1998. We believe these fees are substantially the same as the cost of
Havana staffing these functions itself. During this quarter we've charged Havana
$72,141, including order fulfillment costs, as compared to approximately
$110,000 allocated last year.

Net income improved by $29,320 this quarter as compared to the same quarter last
year. Last year's quarter net income amounted to 1.6% of net sales, while net
income for the current quarter amounted to 1.8% of sales.

Six months ended June 30, 1998 compared to the six months ended June 30, 1997.

Revenues for the six months ended June 30, 1998 increased 88% to $6,613,621,
compared with $3,509,881 for the same period of 1997. Net income for the first
half of 1998 improved to $121,557 compared with a net loss of ($125,779) for the
same period in 1997.

Approximately 85% of our increased revenues were attributed to The Natural Baby
Catalog. Combined revenues from our Perfectly Safe and Kids Club catalogs
increased 15% compared with 1997, producing the remainder of our overall revenue
increase.

Cost of sales increased from 57.5% of net sales in 1997 to 59.7% in 1998. The
change is attributable to post holiday returns and the shipping rate increase
imposed by United Parcel Service during February. The Company increased shipping
charges to customers in the second quarter of 1998 to offset this increase.

Selling expenses, consisting of advertising and marketing costs, were 26.6% of
net sales in the first half of 1998, compared with 34.3% in the first half of
1997. This 22.4% reduction in selling expense as a percentage of net sales,
reflects the impact of The Natural Baby Catalog, whose selling expenses are less
than those of our other catalogs because of the higher average order.
Additionally, we improved the productivity of our Perfectly Safe and Kids Club
catalog mailings during the first half of 1998, which resulted in lower selling
expenses compared with the first half of 1997.

                                       15

<PAGE>

General and Administrative expenses increased by $375,065, from 10.9% of net
sales in 1997 to 11.5% in 1998. As a result of the Natural Baby acquisition, the
growth of our operation has given rise to higher support costs. Costs of outside
legal and accounting services have increased because of the compliance
requirements associated with being a public company. General and administrative
costs are also affected by services we provide to Havana, an affiliated company.
During the first six months of 1998 we've charged Havana $141,710, including
order fulfillment costs, as compared to approximately $205,000 allocated last
year.

                         Liquidity and Capital Resources

At June 30, 1998, our accumulated deficit was reduced by $121,557 from December
31, 1997 because of first half earnings performance.

In addition to net earnings, cash provided by operating activities including
non-cash charges of $88,849 for depreciation and goodwill amortization. Working
capital changes used $384,097 of cash, primarily due to increased deferred
catalog expense of $202,539. Higher volume mailings of our Spring catalogs, as
compared to the last quarter of 1997, accounts for the increased deferred
expense.

At June 30, 1998, the balance on our credit line was $732,000, having borrowed
$61,000 during the first six months. Our current credit line is $800,000,
payable on demand. The line is secured by the assets of Kids Stuff, The Havana
Group and Duncan Hill, and is guaranteed by our CEO. The interest rate is 1%
over prime.

With respect to financing activities, there was a decrease in both amounts due
from affiliates and note payable to affiliates of $232,364. The decrease in
amounts due from affiliates relates to payments received for past and current
administrative support and fulfillment services we provided to Havana. The note
payable was due to Duncan Hill, and the note was offset against amounts payable
by Duncan Hill to the Company.

Overall, we expect to be able to meet our cash needs through ongoing operations
and existing credit facilities.

                 Forward Looking Statements and Associated Risks

This Form 10-QSB contains forward looking statements which reflect management's
current views and estimates of future economic circumstances, industry
conditions, company performance and financial results. These forward looking
statements are based largely on our expectations and are subject to a number of
risks and uncertainties, many of which are beyond our control, such as
competition or possible future changes to state sales tax laws. Actual results
could differ materially from these forward looking statements because of changes
in the children's mail order catalog industry, availability or prices of goods,
credit availability, printers' schedules or availability, and other factors. Any
changes in such assumptions or factors could produce significantly different
results.

                                       16

<PAGE>



                           PART II. OTHER INFORMATION

             Item 6. Exhibits and Reports on Form 8-K

             (a)  Exhibits filed as part of this report:

                  27. Financial Data Schedule


             (b)  No report on form 8-K was filed during the second quarter of
                  1998.


                                       17
<PAGE>



                                    Signature

         In accordance with the requirements of the Exchange Act, the registrant
caused this report to be signed on its behalf by the undersigned, thereunto duly
authorized.


                                            Kids Stuff, Inc.

Date:       8/14/98                         /s/ William Miller
      --------------------------            -------------------------------
                                            William Miller, CEO

Date:       8/14/98                         /s/ William Evans
      --------------------------            -------------------------------
                                            William Evans, VP of Finance

                                       18

<TABLE> <S> <C>

<ARTICLE> 5
<LEGEND>
THIS SCHEDULE CONTAINS SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE
FINANCIAL STATEMENTS AND RELATED FOOTNOTES THERETO, OF KIDS STUFF, INC.
</LEGEND>
       
<S>                             <C>                     <C>
<PERIOD-TYPE>                   3-MOS                   6-MOS
<FISCAL-YEAR-END>                          DEC-31-1998             DEC-31-1998
<PERIOD-END>                               JUN-30-1998             JUN-30-1998
<CASH>                                         171,431                 171,431
<SECURITIES>                                         0                       0
<RECEIVABLES>                                  459,248                 459,248
<ALLOWANCES>                                         0                       0
<INVENTORY>                                  1,268,254               1,268,254
<CURRENT-ASSETS>                             2,474,865               2,274,865
<PP&E>                                         509,191                 509,191
<DEPRECIATION>                                 219,352                 219,352
<TOTAL-ASSETS>                               4,295,939               4,295,939
<CURRENT-LIABILITIES>                        2,351,718               2,351,718
<BONDS>                                              0                       0
                                0                       0
                                      5,000                   5,000
<COMMON>                                         3,513                   3,513
<OTHER-SE>                                   1,935,708               1,935,708
<TOTAL-LIABILITY-AND-EQUITY>                 4,295,939               4,295,939
<SALES>                                      2,744,551               5,247,330
<TOTAL-REVENUES>                             3,408,744               6,613,621
<CGS>                                        1,947,659               3,949,126
<TOTAL-COSTS>                                2,938,733               5,709,928
<OTHER-EXPENSES>                               396,300                 752,175
<LOSS-PROVISION>                                     0                       0
<INTEREST-EXPENSE>                              11,214                  29,961
<INCOME-PRETAX>                                 62,497                 121,557
<INCOME-TAX>                                         0                       0
<INCOME-CONTINUING>                             62,497                 121,557
<DISCONTINUED>                                       0                       0
<EXTRAORDINARY>                                      0                       0
<CHANGES>                                            0                       0
<NET-INCOME>                                    62,497                 121,557
<EPS-PRIMARY>                                      .02                     .03
<EPS-DILUTED>                                      .02                     .03
        



</TABLE>


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