MATTEL VS HASBRO/BARBIE VS BABY ALIVE
American InterContinental University
Abstract:
The two highest toy companies, Mattel and Hasbro have various dolls that every little dreams of having. In this paper, I will compare and contrast the “old school” Barbie to the “new reality” Baby Alive and how both companies address the 4 P’s of Marketing.
Barbie, America’s top and favorite doll of dolls for years is continuing to grow strong as a play toy or as a collection item. Barbie was launched in 1959 and has since been the famous in the United States. Barbie was started by a couple while watching their daughter play with a paper doll. Barbie has been about fun, fashion and friends, but in 2004 the company kept those qualities along with evolving girls wants today. The younger girls today want fairy and imagination, older girls want authentic fashion and real-world experience. Fairy’s, DVD’s/music videos and tween dolls. (Crews, 2004)
Today, Barbie has much competition with Bratz dollz and Baby Alive along with many other dolls in the market. Baby Alive is the new, innovative, life-like doll for today’s society and children who like to play and feel they are caring for real-life babies. Mattel will need to become stronger and more assertive with their objectives and marketing techniques to stay ahead of Hasbro, Inc.
Hasbro, Inc is right in the mainframe with Mattel in the toy industry. Both companies have strong marketing skills, knowledge and strategies to help with their own marketing shares. Mattel’s financial annual reports indicate an upward net income of $528.7M in 2009 to $684.9M in 2010. (moneycentral) Mattel’s market share is valued at 24.87 up 0.29 and market cap at 8.59B. (ycharts) Mattel said U.S. toy sales fell 1% in 2009 and fell 3% in 2008. The stock is up 33% over the past twelve month, shares of rival Hasbro are up 20% same period. The 2009 holiday season, company’s reduced inventory at retailers to help lower price points and...