Mattel's print ads will play up to moms to boost Barbie brand

Article Abstract:

Mattel's new advertising campaign is directed at mothers for the marketing of Barbie clothing, not for the doll but for children.

Advertising, Barbie dolls

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'Hi, Barbie! I'm Samantha. Can I boost your sales?

Article Abstract:

Mattel Inc. plans to buy Pleasant Co. for $700 million. Mattel's retail sales have fallen due to inventory reductions by Toys "R" Us which accounts for a fifth of Mattel's sales. The purchase of Pleasant Co. signals Mattel's new long term strategy to rely less on retail stores. Mattel's aquisition of Pleasant Co. will include its well known line of historical dolls, books and accessories that are sold through catalogs. Mattel plans to enter into publishing and open a new flagship Barbie store in Beverly Hills, CA. It will also begin marketing on the Internet.

Comment:

Will aquire Pleasant Co. for $700 million

Asset sales & divestitures, Acquisitions & mergers, Toys, Channels of Distribution, Pleasant Co., Article

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Two top Mattel officials to leave in reshuffling

Article Abstract:

There are rumors of Mattel Inc.'s CEO Jill Barad not being able to share the power as two more top executives leave. Bruce Stein, COO, is leaving and will not be replaced under the reorganization plan. Before his 2-1/2 years at Mattel, he was president of Hasbro's Kenner products. Also leaving Mattel is Gary Baughman who is currently president of the firm's Fisher-Price unit. Barad claims she will not micro-manage the five chief executives of autonomous business units. The new structure is to help the firm be more flexible and responsive due to faster decision-making.

Comment:

Bruce Stein and Gary Baughman leave toy firm

Executive changes & profiles, Officials and employees, Abstract

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