After Four Straight Quarters of Revenue Decline
Posted by ICv2 on January 26, 2015 @ 12:24 pm CT
Integrating the recently acquired Mega Brands and currency fluctuations were blamed for part of Mattel’s Q4 2014 problems, but the company’s real dilemmas are far more deeply rooted. For the first time in most living people’s memories, Mattel’s Barbie was no longer the number one girl’s toyline in 2014, losing out to Disney’s Frozen, and Hasbro has acquired the rights to Frozen characters as Mattel’s chief domestic rival has been increasing its collaboration with Disney (and Marvel).
Barbie and Mattel’s other mainstay, the Fisher-Price line of infant toys, are both very “long in the tooth” brands that are sadly in need of revitalization. Mattel still has Hot Wheels as well as the rights to toys based on DC Comics properties (see "Mattel Gets Master Toy License for DC"), which could boost sales if Warner Bros.' ambitious slate of DC Comics-based movies pans out (see "Warners Announces 9 More DC Movies"), but the main job of the next Mattel CEO will be resuscitating the all-important Barbie doll line.
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