Company Overview Of Mattel, Inc.

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Company Overview

Mattel, Inc. (“Mattel”, “the Company”) is a leading American toy company that designs, manufacturers, and markets a broad variety of toy products world-wide which are sold to its customers and directly to consumers. In 1945, Ruth and Elliot Handler and Harold “Matt” Matson founded “Mattel” out of a garage workshop in Southern California. Though Mattel’s first products are picture frames, Elliot soon developed a side business in dollhouse furniture made from picture frame scraps. Encouraged by the success of the doll furniture, the founders re-focused the company’s emphasis to toys. Currently headquartered in El Segundo, Southern California, the company operates under the vision of “creating the future of play.”

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American Girl Brands products are directly sold to its consumers via its catalog, website, and proprietary retail stores.

Given the geographic re-organization, products and brands are marketed and sells toys as following:
North America segment – markets and sells toys in the US and Canada through Mattel Girls & Boys Brands and Fisher-Brands categories.
International segment – products are marketed by the International segment are generally same as those developed and marketed by the North America segment, although some are adopted to meet particular demands of international markets. The Company’s products and sold to wholesalers and retailers across the world. In countries where Mattel does not have direct presence, it sells through distributors and agents.
American Girl segment – operates as a direct marketer, children’s publisher, and retailer through its flagship line of historical dolls. This segment also publishes magazines and books. As the name suggests, this segment is primarily sold in the U.S.

Strategy &
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