Mattel Proves Strong in Rough Economy



Name recognition is important in any business and Mattel is possible seeing this advantage in a tough market. With a third quarter net income over 15% the toy company is also proving that moving forward with new products, and ideas are also paying off.

Many adults associated the name Mattel with excitement, and the memories of seeing the company’s name on freshly unwrapped boxes under the Christmas tree. Many of the old favorites from the 1950’s are remarkably still available from the company that was started in 1945 by Harold Matson and Elliot Handler, but it’s the newer products exclusively marketed through Mattel, which are ranking high on the wish lists of young people.

Barbie is still alive, well and looking great despite being over 50, and having received heavy criticism from many concerned about the doll’s appearance leading to young girls having unreasonable expectations about their own bodies. Barbie might not be the hottest doll anymore especially among the very young, but sales for various adaptations of the doll have increased by as much as 3 percent in Mattel’s third quarter according to a report in Bloomberg Businessweek.

The two other big sale dolls from Mattel have little in common with Barbie, and both are uniquely different from the other.  The American Girls line has been able to pull in 20 percent higher sales this quarter, but Monster High dolls and accessories fared even better with 28 percent higher sales. All through doll lines are doing well inside and outside the U.S.

American Girls are aimed at young girls between the ages of 3 to 12 years of age. The doll line covers several different ethic characteristics, and a broad range of appearance based on the appearance of a girl in the targeted age range. This line also carries books with stories featuring the various dolls. The backstory of the slightly more popular Monster High dolls represents them as the high school aged offspring of famous monsters like Dracula and Frankenstein. The Monster High dolls have a bit more in common with Barbie. Sleek hair styles, stylish Goth clothing, and accessories such as luggage or pets offers girls the incentive to want to collect not only the doll, but also purses, outfits, and even cars. Paperback books are also sold for this line which is geared for girls 8 to 12.


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