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BARBIE VS. BRATZ

COMPETITION IN THE TWEEN

GIRL MARKET

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TEAM MEMBERS

ABANTI SANYAL

ABHISHEK ROY

AMIT KUMARSAHAY

A.V.K. CHAITANYA

DHRITIMAN

BHATACHARYA S.P.PARHI

VAIBHAV SINGH

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CONTENTS

GLOBAL TOY MARKET

US TOY INDUSTRY

MATTELS BARBIE MGAS BRATZ

ANALYSIS

MATTELS RESPONSE

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GLOBAL TOY MARKET

Was worth $60 billion as per 2003estimates.

Mattel and Hasbro were the worldleaders .

Other top players were

Bandai and Sanrio from Japan Lego from Denmark

Wal-Mart ,Toys R US were the leading

toy retailers.

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US TOY INDUSTRY

The US toy industry originated in 1903 .

An average American family was spending $20 onentertainment and recreation in 1903.

Now an average Americans spends $400 per child peryear on toys.

67%

33%

World Toy Industry[except USA]

USA Toy Industry

0

100

200

300

400

500

IN

$

AVERAGESPENDING/CHILD/YEAR

US

OUT SIDE US

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SIZE OF THE US TOY INDUSTRY

19.8

20.4

20.5

20.3

19.7

19.8

19.9

20

20.1

20.2

20.3

20.4

20.5

20.6

1998 1999 2000 2001 2002 2003SIZE

OFTH

E

US

TOYIND

USTRY

IN

BILLION

$

YEARSIZE OF THE US TOYINDUSTRY IN BILLION $

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SIGNIFICANT SEGMENTSTOY SEGMENT MAJOR PLAYERS TOP BRANDS

1}INFANT/PRESCHOOLTOYS

LEAPFROGENTERTAINMENT

LEAP PAD & LEAP PADBOKS

2} ARTS & CRAFTS MATTEL MAGNA DOODLE & PIXTER

3} MODELS &

ACCESSORIES

HASBRO ZOIDS KIDS LINE

4} DOLLS & ACCESSORIES MGA ENTERTAINMENTMATTEL

BRATZBARBIE

5} BUILDING &CONSTRUCTION SET

LEGO BIONICLE

6} GAMES & PUZZLES KONAMI YU GI OH!

7} LEARNING &EXPLORATION

DATA NOT AVAILABLE DATA NOT AVAILABLE

8} &ENTERTAINMENT KID DESIGNS INC. BARBIE KARAOKEMACHINE

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MATTELS BARBIE

Launched -1945,in Southern California.

Incorporated -1948 (Hawthorme, California).

Major Byers.

Wal-Mart ,Toys R US, Target (50% of Max Sales)

Birth of BARBIE 1959.

1st Tele Marketing 1960.

Dec 06,2001 90% market share. Barbie conveyed positive reflections

of society and feminity Roll Model.

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PROBLEMS OF MATTEL

Over production of Barbie.

Doll collectors felt thatMattel treated them withcontempt.

Unsuccessful acquisition

Feminists accusation

Young girls went crazy,became anorexic

Mattel Inc.: Summing up the Second Quarter 2003 Financial Results.

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MGA AND BRATZ

Bratz introduced -June 2001, by MGA .

It became the top selling fashion doll by October 2002[constituted 65% of MGA sales].

Won peoples choice award in 2002,along with 5 of thetop 10 positions in the fashion doll category.

BRATZ HAS DONE A GREAT JOB IN KEEPING GIRLSPLAYING WITH DOLLS AT AN OLDER AGE

-AMANDA HEARNDEN ,Barbie's Brand Manager.

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ANALYSIS

BRATZ achieved something MATTEL had been trying to do for yearsi.e. getting Tweensto play with dolls.

HOW ?

A better understanding of taste & preference of Target

Market & a product design to suit that market. Thephenomenon that MGA observed & took advantage of

Were:-

AGE COMPRESSION:- Kids judge their physical standards in

comparison with adult standards at a very early age. Emergence Of TWEEN GIRLS Market:- A market that

consists of girls who are from the age group of 8 to 14.

[It is to be mentioned here that emergence of the new segment was theresult of AGE COMPRESSION itself.]

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HOW AMERICAN GIRL TWEENS SAWTHEMSELVES AS A RESULT OF AGE

COMPRESSON.

I LIKE THE WAY I LOOK

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APPROXIMATE SIZE OF THE US TWEENMARKET VIS-A`-VIS OTHERDEMOGRAPHIC SEGMENTS

BABYBOOMERS

27%

GENERATIONX7%

GENERATIONY

20%

TEENS13%

TWEENS12%

KIDS21%

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PURCHASING POWER OF THE AMERICANTWEEN VIS-A`-VIS THE OTHER AGE GROUP

IN

BILLION $ / ANNUM

IN

$/ ANNUM / PERSON

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TOY SPENDING IN THE US

TOYSPENDINGIN BILLION

US $

AGE IN YEARS(OF THE US KIDS)

2000

----- 1990

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MATTELS RESPONSE

Re organization of business units on20th February 2003.

Mattel came up with BARBIERAPUNZEL in 2002.

Mattel came out with MY SCENE

Barbie in 2003 which costs $ 13.99. Offered 2 for 1- still unable to catch the

market.

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Mattel launches FLAVAS.

Line of HIP-HOP fashion dolls.

Designed to appeal to older girls.

BARBIE CAN ONLY GO SO FAR

-Eckert, Chairman & CEO MATTEL

It (Mattel) cant just rely on Barbies-CHRISTOPHER PALMERI,a senior correspondent Business Week.

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THANKING YOUI S T H E I R A N Y Q U E S T I O N

?

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MATTELS BUSINESS UNITS

Mattel Inc.

Fisher-Price

Brand BusinessUnit

(Infant and Pre-school Toys)

Mattel Brands

Business Unit(Lifestyle

Brands for kidsof All Ages)

American GirlsBrand

Business Unit(Products For

Girls In theAge Group 3-

12 Years)

Mega Brands

Barbie

Hot Wheels

Power Wheels

Rescue Heroes

Character Brands

(e.g. Dora, the explorer)

Little People

American Girls

Collection

American Girl Today

Magazine

Girls of many lands

Angelina Ballerina

American Girl

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