Case 15 Mattel Inc. ‘’The serious business of making toys’’ Mattel‚ Inc.: the serious business of making toys Case 15 Mattel‚ Inc. is the world leader in designing and manufacturing family products such as Barbie‚ American girl‚ hot wheels and cabbage patch kids. With a 5.5 billion in annual revenue and products being marketed in more than 150 countries around the world this company has managed to stay very successful and incredibly ethical throughout the years. These are some of the
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Gender Roll Stereotyping and Gender Similarities in Toy Stores Rachel Skelton Spiderman action figures‚ The Care Bears‚ Legos‚ and the famous Barbie‚ all represent popular toys in toy stores. Toy stores divide the many toys‚ games and movies into two primary categories: boy and girl. After going into Toys R Us‚ many can conclude that the toys that children play with pass down stereotypes of gender roles. Through their gender-biased toys‚ typically‚ boys learn "warrior-like" roles (a learned attitude
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Producer Mattel was one of the first to utilize independent monitoring of its manufacturing facilities and make findings available to the public. Informationweek.com stated that "Mattel can meet demand because it spent the last few years paying a lot of attention to software and processes that simplify its supply chain‚ cut costs‚ shorten cycle times‚ and bring more science to the art of meeting customer demand." With headquarters in El Segundo‚ California‚ Mattel has offices and facilities
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America’s modern culture has exploded with countless transformations‚ and does not show signs of ceasing any time soon. Even today‚ Barbie exemplifies our modern diverse American culture. As of late‚ Mattel‚ the inventor of Barbie‚ “has created 23 different dolls that will represent eight skin tones‚ 14 facial structures‚ 22 hairstyles‚ 23 hair colors and 18 eye colors” (Hetter). Regardless of the vast opposition Barbie has faced for her idealistic
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products for children have special obligation to consumers and society? If so what are these responsibilities? Yes. Manufactures such as Mattel corporation and other manufacturers have a significant obligation far as the responsibility of its consumers and society. One is the requirement that their product would be safe for children to play with. Mattel has produce more toys than any toy company so the issue is whether or not their toys would deem product safe. In the past‚ there was no specific
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Firstly‚ Mattel’s global marketing strategy involves adapting fashion trends and cultural differences to its product. Since‚ Barbie has been successfully adapted to cultural differences in the United States‚ Mattel tried to adopt a regiocentric approach for Western European market. However‚ Mattel improved a less elaborate Barbie for Central and Eastern European market than its European counterpart. While Barbie prepared for Western Europe market wears designer clothes and accessories‚ Barbie prepared
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prostitute comic strip character named Lili. She was meant to be a steady outlet for young girls dreams and an constant changing reflection of American society. The Barbie Doll promotes an unrealistic idea of body image for young women and children. “Mattel received many criticisms about Barbie and the impact she has on young girls around the world. The new Barbie will have a more natural body shape – less busty with wider hips.”" (Barbie Body Image) In a 2006 Developmental Psychology article‚ psychologists
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unusual--girls often played with Barbie until their early teens. But today‚ girls are retiring their Barbie to the "outgrown toy" pile at earlier and earlier ages. As I remember‚ Newsweek reported that little girls are outgrowing Barbie as early as 8‚ and that Mattel has been so worried about this that they keep trying to produce "hip" and "cool" dolls like the My Scene Barbie dolls and the new Flava dolls to keep the interest of "teen" girls (girls 9-12 years old). According to her‚ if Barbie was all frilly
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becoming rapidly diverse. Within the last few months‚ Mattel came out with a new line of diverse Barbie dolls which come in four different body types‚ 22 eye colors‚ seven different skin tones‚ different face shapes‚ and 24 hair styles. Mattel has chosen to focus on the growing diverse youth market to expand their existing product line to a new market. Mattel’s target market includes diverse children‚ but more importantly the parents of those kids. Mattel wants to target the parents to buy the Barbie’s
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2) Undertake a competitor analysis for LEGO’s strongest competitor Mattel Mattel Inc. is the world ’s largest toy company based on revenue. The products it produces include Barbie dolls‚ Hot Wheels and Matchbox cars‚ Masters of the Universe‚ Scrabble‚ Uno‚ American Girl dolls‚ board games‚ and‚ in the early 1980s‚ video game consoles. The company ’s name is derived from Harold "Matt" Matson and Elliot Handler‚ who founded the company in 1945. Handler ’s wife‚ Ruth Handler‚ later became president
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