Business Case Studies, Leadership Case Study, Tata Group,Ratan Tata

Code : COM0006

Year : 2003

Industry : Toys

Region : USA

Teaching Note:Available

Structured Assignment :Available

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Introduction:Global toy industry was worth $60 billion as per 2003 estimates. The US toy industry accounted for one-third of the business. Mattel and Hasbro, two US toy makers were the world leaders in the toy business. Other top players included Bandai and Sanrio from Japan and Denmark's LEGO. American firms also dominated the global toy retail business. Ever since 1999, Wal-Mart has been the No.1 toy retailer followed by Toys "R" Us. Many toy retailers had both online and offline presence (e.g. toysrus.com). Traditional toys gradually yielded shelf space to newer robotic toys (e.g. Furreal Friends, a robotic puppy from Hasbro), chip-based interactive toys (MGAEntertainment's Koby, the interactive bear for instance) and creative and educational toys (such as My First LeapPad Learning System from LeapFrog Enterprises).

US toy giant Mattel has been a world leader in design, manufacture and marketing of toys and family products (that included family-oriented entertainment products such as 'Adventures with Barbie, Ocean Discovery'). Barbie the most popular fashion doll to be ever introduced was from Mattel. Till January 2002, Barbie enjoyed an undisputed leadership in fashion dolls. In January 2002 the 'Bratz', a doll from MGA Entertainment offered a challenge to Barbie...