Business Case Studies, Going Global & Managing Global Businesses Case Study, Fisher-Price,Global Expansion

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Going Global & Managing Global Businesses Case Study

Case Title:

Fisher-Price’s Global Expansion: Toying with Customisation

Publication Year : 2009

Authors: R Muthukumar

Industry: Toys


Case Code: GGL0048

Teaching Note: Available

Structured Assignment: Available

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The case study examines the evolution and growth of Fisher-Price. In the backdrop of toy industry’s changing landscape, this case study can be used to analyse whether Fisher-Price’s global expansion moves would eventually payoff or not.

Fisher-Price, a subsidiary of Mattel, Inc. (Mattel), is the top player in the pre-school segment of world toy industry. However, its sales started declining in its domestic US market. The company realised that its international operations can help beat its competitors like MGA, Hasbro, LeapFrog, Jakks and video game players. Fisher-Price broadened its product lines and adopted several localised culture themes that even attracted international customers. However, industry observers are not sure if Fisher-Price would succeed in retaining its industry leadership in the years to come.

Pedagogical Objectives:

    This case attempts to achieve the following pedagogical objectives:
  • To understand the competitive dynamics of toy industry
  • To understand the importance of customers and consumers in the toy industry
  • To debate on the critical success factors for a toy manufacturing company to go global
  • To discuss Fisher-Price’s global expansion strategy.


  • Industry Background
  • Fisher-Price
  • Mattel, Inc. and Fisher-Price, Inc.

Keywords : Mattel, Fisher-Price, Going Global, Preschool kids, strategy kids, Customisation, new product development, Innovation, Competition, toys, Promotion, Advertising, Product recalls, Video Game Industry

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