barbie vs bratzz
TRANSCRIPT
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Group 5
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The Global Toy Market
Worth more than 60 billion dollars asper 2003 estimates.
More than 1000 billion dolls areproduced every year.
More than 75% gets sold within 2
weeks of production.
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The US Toy Industry
Global giant in toy market
Leader in design, manufacturing andmarketing of toys as well as family
productsConstitute of more than 1/3 of the total
share in the world.
Major players -
Mattel
Hasbro
Minor la ers -
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Contd.
Wall Mart being the no.1 toy reteller
No. 2 also a US store (Toys R Us)
Introducers of online sales
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Toy segment Major players Top sellingBrands
Business Trends in thesegment
Arts and
Crafts
• Mattel • Magna
Doodle &pixter
• 16% growth
Models andaccessories
• Hasbro • Zoids kit line • Categorythat showed
the biggestincrease(26%) afterbeing flat inpreviousyear
Dolls &Accessories
• MGAEntertainment
• Bratz • The secondlargest
category
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MATTELGlobal leader in toy manufacturing and
distribution.
Launched in 1945 by Ruth and Ellit Handlerand Harold “Matt” Matson.
Initially operated from a Garage in SouthCalifornia.
Earlier products – Picyure frames and
Dollhouse Furnitures.
1948 MATTEL incorporated withHeadquarters in Hawthorne, California.
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Contd.
Worldwide Headquarters in El Segundo,California.
Selling wares in over 150 nations, having25000 employees.
Manufacturing units in China, Indonesia,Italy, Malaysia and Thailand.
Tie up with Wall Mart and Toys R Usconstituting of 50% of its sales.
1996 obtained toy licence on Nickelodeonentertainment and in 2000 with Warner
Bros. for Harry Potter toy line.
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Barbie
Appeared in 1959
Named after Ruth Handlers daughter,Barbara.
Started television marketing in 1960’s.Sold as both – a doll as well as a vintage
collectable.
Sold over a billion Barbies since 1959making market leader across the globe.
2001 it commanded 90% market share in
doll industry.
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The Chalenger – BRATZ (MGMEntertainment)
BRATZ was introduced in June 2001.
CEO was Isaac Larian
First Toy licence in 1993 for Power Rangerhand held games.
First doll launched in 1997 called “Singing
Bouncy baby”
Instantly got the spot of Top fashion sellingdoll in the year 2002.
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Battle Outcomes
BRATZ became top selling doll within theyear.
A four doll BRATZ set ranked No. 4
pushing Barbie’s Rapunzel to No. 8 (2003)BRATZ doll won the “People’s choice Toy
of the Year” of the Toy Industry
Association which was Barbie’s DOMAINAgain BRATZ won by SPARC (Supplier
Performance Award by Retail Category)
Mattel got 2nd place Silver Circle. 1st
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Mattel’s Response
Launching of “My Scene Barbie” in 2002to stimulate sales. Consisting oversizedeyes inspired by Japanese animationcartoons.
My scene targeted the midset of teenwannabes.
Line of 3 dolls bearing tradational namesChelsa and Madison besides Barbie.
Another launch of Rapunzel Barbie.
Launch with music videos making it ahu e seller.
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Contd.Mattel won “Marketing Campaign of the Year” award for Rapunzel barbie.
In 2003 new Barbie called “Flavas” waslaunched which ment personal flavour or
style.
Re-invigorate sales through strengtheningits marketing and promotional programs
surrounding the core brands i.e Barbie aswell as introducing exciting mew brandsi.e My Scene and Flavas.
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