Mattel Inc in Toys and Games

August 2023

Summer 2023 saw the hype levels for the Barbie movie going into overdrive., with Margot Robbie playing the lead role in the film about the world’s best-known doll. It would therefore be easy to overlook the fact that Mattel has other strong brands like Fisher-Price or Hot Wheels. In addition, 2023 has seen another interesting development, with the announcement of Mattel’s licensing agreements with Hasbro, which will see products like Barbie-branded Monopoly games hitting the market.

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This report comes in PPT.


Euromonitor International's report on Mattel Inc delivers a detailed strategic analysis of the company's business, examining its performance in the Toys and Games market and the global economy. Company and market share data provide a detailed look at the financial position of Mattel Inc, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Mattel Inc.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Mattel Inc provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Toys and Games research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Executive summary
Mattel remains in seventh place in 2022
North America continues to dominate Mattel’s global sales
Growth slows for Mattel in 2022 after the demand spike seen a year earlier
Market momentum the main growth driver for Mattel over 2019-2022
North America accounts for more than half of Mattel’s global sales
Dolls and accessories tends to be a key category in most markets for Mattel
The US will dominate Mattel’s new sales in 2022-2025
Electronic Arts will be the main mover in the coming years
Mattel looking to achieve 100% recycled, recyclable or bio-based plastic materials by 2030
Video games players continue to dominate the top 10 rankings
Mattel continues to have its biggest competitive sales overlap with Hasbro
Mattel’s biggest share is in model vehicles, Hasbro’s in action figures and accessories
Playing nice – Mattel and Hasbro enter into licensing agreements
Mattel leads model vehicles in more than 20 countries
Barbie, Hot Wheels, Fisher-Price are the global number one brands in a number of categories
Great hopes resting on the Barbie movie
Model vehicles is Mattel’s second largest asset after dolls
Hot Wheels Unleashed 2 – Turbocharged set for an autumn 2023 launch
Executive summary
Projected company sales: FAQs
Projected company sales: FAQs

Toys and Games

This is the aggregation of traditional toys and games and video games.

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