Essay Case Study: Mattel's Brand

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Today, Mattel’s brands include Barbie, Hot Wheels, Monster High, WWE, Disney Princess, DC Universe, Matchbox and Mattel Games (Mattel, 2014). Barbie is still among their top rated brands, which now followed by their Monster High doll collection (Mattel, 2014). For the last six years, Mattel has been named one of FORTUNE Magazines “100 Best Companies to Work For” (Mattel, 2014). Additionally, Mattel was named one of Corporate Responsibility Magazine ‘s “100 Best Corporate Citizens” and a 2013 “World’s Most Ethical Companies” by ethisphere.com (Mattel, 2014). There are 30,000 people employed by Mattel, and their products are sold in over 150 nations (Mattel, 2014).

Mattel’s strength is in its established brands. Barbie and Hot Wheels have
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With advances in technology, children are simply not playing with toys as much (Ferrell & Hartline, 2011). They are much more interested in the new technologies available in tablets and gaming systems (Ferrell & Hartline, 2011).

Mattle’s weaknesses in their global manufacturing structure hit them hard (Ferrell & Hartline, 2011). Many lost trust in the established toy brand for their lack of responsibility (Ferrell & Hartline, 2011). However, Mattel has made strides through its social responsibility initiatives to make sure such events are less likely to occur in the future (Ferrell & Hartline, 2011).

The toy market has become increasingly slow (Ferrell & Hartline, 2011). First, the sector was hit by the economic recession, and then came the realization that children are simply growing up faster (Ferrell & Hartline, 2011). They are leaving toys earlier for new technologies (Ferrell & Hartline, 2011). Children today are also busier (Ferrell & Hartline, 2011). They are involved in more extracurricular activities, and simply do not have as much time for toys (Ferrell & Hartline, 2011).

Mattel’s established brands are its strongest resource (Ferrell & Hartline, 2011). Barbie has consistently remained among the top doll brands worldwide (Ferrell & Hartline, 2011). They can leverage the strength of Barbie and their other popular brands to promote new innovations in the toy industry (Ferrell & Hartline, 2011).

With the popularity of advanced gaming

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