Mattel, the world's number one toy manufacturer, was established in
1944 in California, US. It originally operated out of a converted garage
and produced dolls house furniture. Mattel UK is a subsidiary of the
Mattel's four core brands are Barbie, Fisher-Price, Disney and Hot
Wheels, which provide 80% of the company's business. Mattel owns Tyco
Toys and mail-order firm Pleasant Company. It has also taken a 5% stake
in Japan's Bandai, the manufacturer of Power Rangers and Tamogotchi.
Mattel sells its products in more than 150 countries worldwide.
In October 2000 Mattel announced plans to launch a male superhero action
figure toy called Max Steel to compete with Hasbro's Action Man
One month earlier Mattel revamped its Scrabble board game to modernise
its image and appeal to a younger audience.
In January 2001 Mattel signed up with games publishers THQ and Vivendi
Universal Publishing to develop video games and interactive software
based on its range of toys.
The Mattel brand with the highest adspend in the year to February 2001
was its Barbie Dolls brand, with pounds 7,232,543 (Source: MMS).
Sales: pounds 3.3bn
Operating profits: pounds 263.7m
UK employees: 300
(year to 31 December 2000)
David Allmark, UK marketing director
Ogilvy & Mather
Mindshare Media UK
Adspend (year to Feb 2001)
TV pounds 15,714,323
Press pounds 182,691
Direct mail pounds 26,335
Radio pounds 10,660
Total pounds 15,934,009
Berkshire RG11 2FD
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