Does Mattels Iconic Brand

Need a Makeover ?
Group 7
Aanchal Malik 251001
Abhirup Sengupta 251006
Hina Gupta 251029
Shivani Arora 251059
Tanay Didwania 251060
Vibhor Mathur 251064
 About Mattel
Started in 1944 by Ruth & Elliot Handler and Harold Matt Matson.
Initially sold only picture frames, them proceeded to make doll house furniture from picture
frame scraps.
In 1945, Matson left the company, the company decided to focus primarily on toys.
1955, Mattel started unique marketing strategy of advertising its toys via popular television
series The Mickey Mouse Club.
Barbie was launched in 1959, the following year it became a publicly owned company.
1965, Sales of Mattel products reached $100 Million, secured a spot on Fortune 500 list.
Launched Hot wheels in 1968 and He-Man in 1982.
 In 1975, Handlers left the company & Mattel acquired Aviva Sports, Fischer Price.
Company forged relationships with Disney in 1988, Sesame Street in 1996 and
Harry Potter in 2000.
Major Competitors were Hasbro and Lego.
Competition for Barbie were Monster High, My Little Pony, American Girl,
Lammily Doll, Transformers franchise products.
Frozen in 2014 gave Mattel a huge boost in sales via Frozen/Disney Princess Dolls
(this eroded share of Barbie). In 2016 the licensing rights for Frozen were shifted to
Hasbro.
 Birth of Barbie
Ruth Odler observed her daughter playing with paper cut dolls and she
immediately identified this sort of imagination and self experimentation.T
So she wanted to create a doll that would inspire her daughter and allow her
to imagine the possibilities of the future.
3 years later on March 9. 1959, Barbie was bought into the market. Barbie
represented the fact that a woman has choice.
Barbie was the first product to be marketed heavily through television
advertising.
 Growth Phase

Barbie was sold with various outfits, each reflected her career.
By the 1980s Barbie had become a $1 billion brand and by 2000s annual
sales were more than $3.6 billion.
As the sales and appeal grew, Barbie became more than a doll Cultural
Icon.