Mattel Inc in Toys and Games

October 2021

Mattel is poised for growth over the forecast period, despite competition from video games and streaming services. The company is repositioning itself as a family entertainment company, bringing digitalisation and product innovations into the equation. Mattel’s sales are also supported by its commitment to make a positive impact on the world through diversity, inclusion and sustainability.

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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
Top companies at a glance
Mattel’s global footprint
North America continues to be Mattel’s main revenue driver
Lack of new franchises resulted in share decline
Cheaper alternatives in emerging markets constrain growth
Mattel relies on Dolls and Accessories to sustain growth
The US remains the most important market for Mattel
Mattel poised for growth despite video games expansion
From toys to entertainment
Sustainability in toys
Traditional toys in a strong position to ride on video games growth
Hasbro’s strong IP business means significant shares in key categories
MGA Entertainment gains significant share through digital media
Decline in global birth rate has negative effect on Fisher-Price
Mattel’s strength in Dolls and Accessories is crucial for growth
Fisher-Price and Barbie remain Mattel’s top brands
Barbie’s new branding brings it to new heights
Blind collectibles could be Mattel’s biggest threat
Hot Wheels finds success in media and gaming industry
Fisher-Price’s commitment to safety and quality keeps unit prices high
Mattel to raise awareness on babies and children development
Executive summary
Data parameters and report definitions (1)
Data parameters and report definitions (2)
Projected company s ales – FAQs
Projected company s ales – FAQs

Toys and Games

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

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