The rebrand has been hailed a milestone, with Circana now having insight into 30m products across 26 industries, more than 2,000+ categories and 500,000 stores.
Following a merger in August 2022, IRI (Information Resources, Inc.) and The NPD Group have unveiled a new combined company name and brand identity. Now known as Circana, the merged entity bills itself as the world’s leading advisor on the complexity of consumer behavior.
The name Circana (pronounced Sir-kah-na) was chosen to convey the two companies coming together to provide clients a first-of-its-kind, full-circle perspective on the market and consumer.
Kirk Perry, president and CEO, Circana, explained: “As Circana, we are uniquely positioned to bring clients a complete view of the consumer, store and wallet. With our unparalleled Liquid Data technology, advanced analytics, cross-industry data and deep industry expertise, we transform complexity into clarity, helping clients take action and unlock business growth.”
At Circana, Frédérique Tutt has now become VP global industry advisor – Toys, while Melissa Symonds will take on the role of executive director – UK Toys.
Melissa told Toy World: “The merger has opened up new technology and possibilities for toys that we’ll be looking to expand to our industry in the coming months, but in the meantime I want to share that nothing else has changed – we’ll still be focusing on the toy industry to deliver the latest market trends, insights and supporting our clients.”
As one company, Circana now has insight into 30m products across 26 industries, more than 2,000+ categories and 500,000 stores; a view of the consumer across CPG, General Merchandise, Foodservice, Retail and Media. The company advises almost 7,000 brands and retailers worldwide.
“In today’s dynamic global retail and media environment, our value proposition has never been stronger,” added Kirk. “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.”
Tod Johnson, chairman of Circana’s board of directors, commented: “In the months since the merger of IRI and NPD, we have demonstrated — for our clients and for our team — the immense value of bringing our firms together. Moving forward with a unified name and brand signifies that Circana is committed to delivering on the full value of our powerful combination for all of our stakeholders, with a relentless focus on innovation and growth.”
For more information, visit the Circana website here.
