The company gains a listing on the New York Stock Exchange. Hot Wheels miniature model cars, another spectacular hit, are introduced. The Handlers are ousted from the company after investigators find that the company issued false and misleading financial reports. Amerman, who has been named chairman, revitalizes the company through an emphasis on core brands.
Barbie is on a roll: A young girl plays with a Mattel Barbie doll in Tiskilwa, Ill. Bloomberg photo by Daniel Acker. Hidden within Mattel's announcement of plunging sales and massive layoffs were two bright spots that may be the key to the toymaker's turnaround -- and they've been around for a combined plus years.
Barbie, the year-old doll that's Mattel's biggest brand, had a 12 percent jump in sales in the second quarter, its third straight gain.
Hot Wheels, which just celebrated its 50th birthday, had a 21 percent Mattels china experience in revenue. What's behind the revival in old-school brands? A strategy that's summed up in company Power Point presentations as "giving them a new view of what they've been watching all along. Mattel is trying to lure those customers back by recasting the toys' image to play up not only the nostalgia but a newer notion: The sales gains indicate this new view may be taking hold.
But the growth of Hot Wheels, the second-largest brand, and especially Barbie, which has seen sales decline in three of the past four years, is encouraging, according to Gerrick Johnson, an analyst at BMO Capital Markets.
Parents, who were already overloaded with choices for their kids, increasingly were considering these frivolous and disposable -- Hot Wheels start selling at just 99 cents -- and that placed a cap on their growth potential.
For Barbie, the issues were bigger: In an age of female empowerment, that smelled like death. Dickson talks incessantly about the "purpose" of the company's brands, and how it should drive everything from products to marketing.
For Barbie, that boils down to being good for girls. And this is not just that the doll is fun, but that the play it inspires is a good -- even great - child development tool.
But there is a growing movement of academics and educators pushing mounds of research that shows such open-ended play is paramount to developing these essential skills. Something as seemingly mundane as playing house is really role-playing that builds empathy, teamwork and communication.
And the decline of play time from all the structured activities that have been hoisted on kids is "clearly having harmful effects" like less resiliency and not being able to solve their own problems, he said. Dickson has latched onto Mattel's own research about the changing behaviors of millennial parents.
A rising number care more about what their kids consume -- whether it's food, entertainment or toys.
And with the aftershocks of the Great Recession and globalization making life more competitive, they are spending on child development. Dickson internalized this and saw Mattel's way forward as layering the developmental benefits of play over its brands.Latest breaking news, including politics, crime and celebrity.
Find stories, updates and expert opinion. Mattels China Experience: Crisis in Toyland Case Solution,Mattels China Experience: Crisis in Toyland Case Analysis, Mattels China Experience: Crisis in Toyland Case Study Solution, Mattel, the industry leader with a good reputation in the field of corporate responsibility, were drawn into the vortex recall seeing suffered a variety of.
In the new series, Thomas explores new parts of the world including China, India and Australia. How has this international scope diversified the content of the show? Particularly, to succeed in China, Mattel has adopted a solutions-based and digital-first method to localize products, which has aided the company to scale swiftly in the past five years.
Nov 01, · Okay, but Mattel is only responsible for THAT particular product's flaw, what about other unsafe goods exported from China? And also, I think it is NECESSARY for Mattel to take the flaw so that they can continue on producing their goods in China (keeping the .
Mattel Case Study Analysis ISCTE MiM. Mattel Case Study. Marketing Strategy for Barbie. Case Study Mattel (3) Mattel was founded in by Elliot and Ruth Handler. Neither Elliot nor Ruth had much business experience or capital, but they both had dreams. China vendors provided nearly 35 million vehicles to Mattel in and were.