Mattel Business Model

1515 Words 6 Pages
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 …show more content…
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 less busty with wider hips. From my research I noticed that Mattel made this change in body image of the dolls because a drop in sales. According to the Los Angeles Business Journal, Barbie sales dropped from $2 billion to $1.5 billion in 1999. Barbie 's body proportions, as a cultural icon of female beauty, have received much criticism and empirical studies confirm that her body proportions are unrealistic, unattainable, and unhealthy. When fashion dolls, including Barbie, were compared with the typical fashion model and the Greek ideal of beauty, standardized bust measurements of fashion dolls showed that adult women would assume heights of 6′2 in. The new toys allow the product line to be a better reflection of what girls see in the world around them. They believe they have a responsibility to girls and parents to reflect a broader view of beauty. Barbie dolls is not product in the market that is needed for a consumer to survive. However, many parent gives or buys these dolls to their daughters in order to make them happy and for them to growth in a childhood full of fantasies. Although many may think that the dolls target market is the children but it is not. In fact there target market is the parent who buy these products. The parent make the …show more content…
Targeting children with internet sites, however, brings about extra concerns. Mattel must be very careful to protect their legal and moral reputations by respecting the privacy of the children and their families, which is put in jeopardy every time the website asks a minor to provide information. To their credit, Mattel has worked extremely diligently to follow the guidelines of the Better Business Bureau’s Children’s Advertising Unit, and encourage parental supervision. Finally, the firm has experienced a recent cultural backlash; to some degree here at home, but very dramatically in some locations abroad. Mattel 's latest Barbie, marketed for children six and up, has just hit the shelves. She is unlike any doll before her—not only does she listen, but she can talk back. To get started, kids simply download the Hello Barbie companion app. And to turn her on, you push a button on her silver belt buckle. Hello Barbie 's necklace is both a recorder and a microphone. Using Wi-Fi, the jewelry will pick up a child 's questions and conversations—and transmit them back to a control center for processing. Speech-recognition software, operated through Toy Talk, will detect the input. Then, Hello Barbie will reply, using one of 8,000 pre-programmed

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