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Company Description

Contact Info

333 Continental Boulevard

El Segundo, CA 90245

United States

Phone: 310-252-2000


Mattel, Inc. designs, manufactures, and markets various toy products worldwide. Segments The company operates through three segments: North America, which consists of the U.S. and Canada; International; and American Girl. North America This segment markets and sells toys in the U.S. and Canada through the Mattel Girls & Boys Brands and Fisher-Price Brands categories. In the Mattel Girls & Boys Brands category, Barbie includes brands, such as Barbie fashion dolls and accessories. Other Girls includes Monster High, Disney Classics, Ever After High, Little Mommy, and Polly Pocket. Wheels includes Hot Wheels, Matchbox, and Tyco R/C vehicles and play sets. Entertainment includes CARS, Disney Planes, Radica, Toy Story, WWE Wrestling, and Batman, as well as games and puzzles. The Fisher-Price Brands category includes Fisher-Price, Little People, BabyGear, Laugh & Learn, Imaginext, Thomas & Friends, Dora the Explorer, Mickey Mouse Clubhouse, Disney Jake and the Never Land Pirates, and Power Wheels. International This segment markets products, which are the same as those developed and marketed by the North America segment, although some are developed or adapted for particular international markets. The company’s products are sold directly to retailers and wholesalers in various European, Latin American, and Asian countries, and in Australia and New Zealand, and through agents and distributors in those countries where the company has no direct presence. American Girl This segment is a direct marketer, children’s publisher, and retailer known for its primary line of historical dolls, books, and accessories, as well as the My American Girl and Bitty Baby brands. This segment also publishes Advice & Activity books and the American Girl magazine. In January 2014, this segment introduced Isabelle, the 2014 Girl of the Year doll. This segment’s products are sold in the U.S. and Canada. Customers and Distribution The company’s products are sold throughout the world. Products within the North America segment are sold directly to retailers, including discount and free-standing toy stores, chain stores, department stores, other retail outlets, and wholesalers. It also operates various small retail outlets, near or at its corporate headquarters and distribution centers as a service to its employees and as an outlet for its products. During 2013, the company’s major customers included Wal-Mart, Toys “R” Us, and Target. American Girl products are sold directly to consumers, and its children’s publications are also sold to certain retailers. The company has 16 American Girl retail stores, such as American Girl Place in Chicago, Illinois, Los Angeles, California, and New York, New York; and American Girl stores in Alpharetta, Georgia, Bloomington, Minnesota, Chesterfield, Missouri, Columbus, Ohio, Dallas, Texas, Houston, Texas, Lone Tree, Colorado, Lynnwood, Washington, McLean, Virginia, Miami, Florida, Natick, Massachusetts, Overland Park, Kansas, and Palo Alto, California, each of which features children’s products from the American Girl segment. American Girl also has a retail outlet in Oshkosh, Wisconsin that serves as an outlet for its products. Additionally, the company sells certain of its products online through its Website. Licenses Agreements The company has agreements to license entertainment properties from Disney Enterprises, Inc. (including Disney characters, such as Mickey Mouse, Disney Princess, Jake and the Never Land Pirates, Planes, CARS and Toy Story from Pixar, Winnie the Pooh, and certain Disney films and television properties); Viacom International, Inc. relating to its Nickelodeon properties (including Dora the Explorer and Bubble Guppies); Warner Bros. Consumer Products (including Batman, Superman, Justice League, and Green Lantern); and WWE Wrestling. Strategies The company’s strategy is to deliver consistent growth by investing in its core brands, optimizing entertainment partnerships, building new franchises, and working to expand and utilize its international footprint. Seasonality The company’s business is seasonal, with consumers making a percentage of all toy purchases during the traditional holiday season. A portion of the company’s customers’ purchasing occurs in the third and fourth quarters (year ending December 2013) of its fiscal year in anticipation of holiday buying. Product Design and Development During 2013, the company incurred expenses of $201.9 million in connection with the design and development of products, exclusive of royalty payments. Government Regulations The company’s products sold in the U.S. are subject to the provisions of the Consumer Product Safety Act, as amended by the Consumer Product Safety Improvement Act of 2008, the Federal Hazardous Substances Act, and the Consumer Product Safety Improvement Act of 2008. Significant Events In May 2014, Mattel, Inc. announced the creation of a new, unified marketing and creative division to span the company's global portfolio of consumer brands. Competition The North America segment competes with Bandai, Hasbro, Jakks Pacific, Leap Frog, Lego, MGA Entertainment, Spin Master, Tomy, and VTech. The International segment competes with Bandai, Hasbro, Lego, MGA Entertainment, Playmobil, Tomy, and VTech. The company’s online and other digital communications activity are subject to U.S. and foreign privacy-related regulations, including the U.S. Children’s Online Privacy Protection Act of 1998 and the EU Data Protection Directive (Directive 95/46/EC) and related national regulations. History Mattel, Inc. was founded in 1945. The company was incorporated in California in 1948 and reincorporated in Delaware in 1968.


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