Focus Areas

The Boy Scouts of America is currently focusing on three key areas:

Outdoor Enthusiasts

The BSA is working diligently to position itself as the premier provider of quality and innovative outdoor apparel and equipment. This market includes individuals aged 16-39 who lead an active outdoor lifestyle. They are predominantly male, and their activities focus on rock and mountain climbing, rappelling, hiking, backpacking, camping, mountain biking, rafting, rowing and sailing.
The BSA maintains a wide range of resources for outdoor activities and high adventure, and will use these resources in support of licensed product development for this target market.

Toys and Games

The BSA is the leader in youth development programs including craftsmanship, leadership, and preparedness education. With consumer recognition of BSA licensed products in the kid’s crafts, craft kits, scrapbooking, and kids publishing product categories BSA is working to extend its reach more prevalently into the toys and games market.

The BSA is focused on targeting young boys and their families with boy role-play items and gaining the interest of pre-Cub Scout aged boys with crafts and activities. Older boys will respond best to activity based board and video games that link the values and activities of Scouting. Families will appreciate family oriented games that provide wholesome opportunities for family time.


With more than 50 million Scouting alumni the BSA is working to resonate with positive memories through innovative products.

With nearly 100 years of paintings, logos and photography in its archives, the BSA has nostalgic imagery available that will connect products to the positive association of past experiences with the BSA’s programs.