Mattel

Company Perspectives:

Mattel's management has articulated its overall company vision: The World's Premier Toy Brand--Today and Tomorrow. Management set five key company strategies: (i) improve execution of the existing toy business; (ii) Globalise the brands; (iii) Extend the brands; (iv) Catch new trends; and (v) Develop people.

Key Dates:

1945:

Ruth and Elliot Handler and Harold "Matt" Matson form a partnership called Mattel Creations, making and selling first picture frames and later dollhouse furniture; Matson is soon forced to sell out because of ill health.

1947:

The "Uke-A-Doodle" becomes the first of many hit Mattel toys.

1948:

The company is incorporated in California.

1955:

In a revolutionary move, Mattel becomes a year-round sponsor of the Walt Disney television program Mickey Mouse Club.

1959:

Mattel introduces the Barbie doll, which will eventually become the best-selling toy ever.

1960:

Mattel goes public.

1963:

The company gains a listing on the New York Stock Exchange.

1968:

Hot Wheels miniature model cars, another spectacular hit, are introduced.

1974:

The Handlers are ousted from the company after investigators find that the company issued false and misleading financial reports.

1983:

The company verges on bankruptcy with a $394 million loss after an ill-advised venture into video games.

1987:

John W. Amerman, who has been named chairman, revitalizes the company through an emphasis on core brands.

1988:

Mattel revives its collaboration with Disney.

1993:

Fisher-Price Inc., the world leader in infant and preschool toys, is acquired.

1997:

Mattel buys out Tyco Toys, Inc., the third largest U.S. toy maker.

1998:

Pleasant Company, maker of the American Girl brand, is acquired.

1999:

The Learning Co., a major player in computer games and educational software, is acquired for $3.5 billion.

2000:

Mattel sells off Learning Co. at a huge loss; the company reports a net loss for the year of $430.9 million.

Company History:

The world's largest toy company, Mattel, Inc. designs, manufactures, markets, and distributes a wide variety of toy products in 150countries. The company's products include a number of core toy lines, including Barbie dolls, clothing, and accessories; Hot Wheels toy die-cast vehicles; Warner Bros. merchandise, including Harry Potter, Batman, Superman, and Looney Tunes products; the American Girls Collection of books, dolls, clothing, and accessories; Fisher-Price infant and preschool toys, including Little People figures and playsets and toys based on various licensed characters from sources such as Disney and Sesame Street; and games such as Scrabble and UNO. The company's toys are produced in company-owned manufacturing facilities in China,Indonesia, Malaysia, Mexico, and Thailand, as well as through independent contractors located in the United States, Europe, Mexico, the Far East, and Australia. Approximately 36 percent of 2002 revenues was generated outside the United States, with 60 percent of international sales originating in Europe. During 2002, about half of Mattel's revenues was derived through three main retail customers: Wal-Mart Stores, Inc., Toys 'R' Us, Inc., and Target Corporation. Mattel's toys have delighted generations of children throughout the world.

The following brands are under the umbrella of Mattel