Essay on Case Analysis : Mattel, Inc.

1515 Words Apr 25th, 2016 null Page
MATTEL, INC., incorporated was born on March 6, 1968, designs, manufactures, and markets a variety of toy products around the world, which are sold to its customers and directly to consumers. The company operates through three segments: North America, which consists of the United States and Canada, International, and American Girl. The North America and International segments sells products in the Mattel Girls & Boys Brands, Fisher-Price Brands, and Construction and Arts & Crafts Brands categories. On March 9 1959, the first Barbie doll goes on display at the American Toy Fair in New York City. Eleven inches tall, with a waterfall of blond hair, Barbie was the first mass-produced toy doll in the United States with adult features. The woman behind Barbie was Ruth Handler, who co-founded Mattel, Inc. with her husband in 1945. Over the years, Barbie generated huge sales and a lot of controversy. On the positive side, many women saw Barbie as providing an alternative to traditional 1950s gender roles. Throughout this paper we will take a look at Barbie in a positive as well as negative light. We will be addressing some issues in Barbie past marketing strategy as well as ways in which we can help their new plan of Barbie’s become a success once more.
Mattel received many criticisms about Barbie and the impact she has on young girls around the world. In the summer of 2000, they decided to change Barbie to a more modern look. The new Barbie will have a more natural body shape…

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