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)

Top marketer

David Allmark, UK marketing director

Advertising agencies

Ogilvy & Mather

Media buyer

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

Source: MMS

UK headquarters

Mattel House,

Oakland Park,


Berkshire RG11 2FD

Tel: 01628 500000

Fax: 01734 773685

Web sites


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