Analysis of Mattel vs Hasbro
Mattel vs Hasbro
Mattel:
History:
Mattel was founded in 1945 by Matt Matson and Elliot and Ruth Handler as a picture frame manufacturing company. The name Mattel was derived from a combination of the two names, Matt and Elliot. They operated out of a garage in Southern California. Handler then recognized an opportunity and began to manufacture dollhouse furniture with scrap material from the picture frame business. Matson quickly sold out to the Handlers who then changed the focus of the business to toys. In 1955 Mattel changed the way toy companies advertise. Up until this point, toy manufacturers relied on retailers to showcase and sell their products. The only advertising was done for the holiday season. Mattel decided to take a chance, and became a year round sponsor of a fifteen minute segment of the Mickey Mouse Club television program. The deal cost Mattel $500,000 for 52 weeks, which was approximately what the company was worth at that time. It was the first time that a toy manufacturer advertised on television year-round marketing directly to children. They acquired the rights to produce Mickey Mouse Club merchandise, and capitalized on products such as the “Mouse Guitar” in the 50’s. In 1959 Mattel again revolutionized the industry. Ruth Handler developed the Barbie Doll named after her daughter Barbara. The Barbie line of products has proven to be remarkably successful and today is responsible for 80% of Mattel’s profits. The 1960’s and 1970’s were a time of expansion for the company. They developed products such as Chatty Cathy and the See N Say product line. This was also when Hot Wheels was introduced. Since its introduction in 1967, there have been approximately 10,000 different models of Hot Wheels die cast cars. The 1970’s also saw Mattel’s entrance into the world of electronic games. In 1982, Mattel launched the “Masters of
Mattel:
History:
Mattel was founded in 1945 by Matt Matson and Elliot and Ruth Handler as a picture frame manufacturing company. The name Mattel was derived from a combination of the two names, Matt and Elliot. They operated out of a garage in Southern California. Handler then recognized an opportunity and began to manufacture dollhouse furniture with scrap material from the picture frame business. Matson quickly sold out to the Handlers who then changed the focus of the business to toys. In 1955 Mattel changed the way toy companies advertise. Up until this point, toy manufacturers relied on retailers to showcase and sell their products. The only advertising was done for the holiday season. Mattel decided to take a chance, and became a year round sponsor of a fifteen minute segment of the Mickey Mouse Club television program. The deal cost Mattel $500,000 for 52 weeks, which was approximately what the company was worth at that time. It was the first time that a toy manufacturer advertised on television year-round marketing directly to children. They acquired the rights to produce Mickey Mouse Club merchandise, and capitalized on products such as the “Mouse Guitar” in the 50’s. In 1959 Mattel again revolutionized the industry. Ruth Handler developed the Barbie Doll named after her daughter Barbara. The Barbie line of products has proven to be remarkably successful and today is responsible for 80% of Mattel’s profits. The 1960’s and 1970’s were a time of expansion for the company. They developed products such as Chatty Cathy and the See N Say product line. This was also when Hot Wheels was introduced. Since its introduction in 1967, there have been approximately 10,000 different models of Hot Wheels die cast cars. The 1970’s also saw Mattel’s entrance into the world of electronic games. In 1982, Mattel launched the “Masters of