Business Case Studies, Restructuring / Turnaround Strategies Case Study, Mattel,Digital Makeover

print page
Tell A Friend

Case Categories

Share |

Restructuring / Turnaround Strategies Case Study

Case Title:

Mattel's Digital Makeover

Publication Year : 2006

Authors: Rajnikant, Doris John

Industry: Toys


Case Code: RTS0105C

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case Study


Mattel, the largest traditional toys and games manufacturer in the US was a Fortune 416 company as of 2006. It had to its credit some of the renowned brands in the traditional toys and games markets like the Barbie, Hot Wheels, Matchbox and Fisher-Price to name a few. During the new millennium the fate of Mattel, whose main target customers were children, became questionable due to the change in their attitude toward traditional toys and games. Children were becoming more mature even at an early age due to their increased exposure to technology which made them skip traditional toys and games in favor of CDs, iPod, videogames and the not so childish products like makeup, jewelry, and body spray. To overcome this changing trend, Mattel adopted a number of strategies like diversifying into related and unrelated fields, introducing new technologies into its toys and launching the kids’ version of popular consumer electronics. Mattel also ventured into the World Wide Web and used the internet as a channel for brand building. In spite of its efforts the annual domestic revenues of Mattel fluctuated and did not result in significant top line growth. Added to these, Mattel also faced challenges from the traditional toys and games business.

The case details the history of Mattel, the traditional toy and game market, Mattel’s strategies during the new millennium and also briefs the challenges facing Mattel. The case facilitates learning of the basics of Marketing- the 4Ps and application of Porter’s Five Forces Model.

Pedagogical Objectives:

  • To discuss Porter’s Five Forces Model through the case
  • To discuss the 4 Ps of the Marketing Mix through the case.

Keywords : Traditional toys and games; Restructuring / Turnaround Strategies Case Study; Mattel; Hasbro; Barbie; Video games; Bratz; Hotwheels; Fisher Price; American Girl; Kids Getting Older Younger; Brand building; Radica Games; Kids marketing; Tickle Me Elmo; Web page design

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap