The Toy Industry Is Declining? How Can Mattel, Inc. Survive?

Authors

  • Debora J. Gilliard Metropolitan State University – Denver
  • David Lynn Hoffman Metropolitan State University – Denver
  • Sally Baalbaki Metropolitan State University – Denver

DOI:

https://doi.org/10.33423/jmdc.v13i3.2239

Keywords:

Marketing Development, competitiveness, Toy Industry, international markets, Mattel, Inc.

Abstract

Will the iconic Barbie doll survive? Mattel, Inc.’s sales are declining, the company has lost its Disney Princess line to Hasbro, and the industry is changing. Today’s kids outgrow toys at a younger age and are drawn to video games and electronics. The competitive market is changing as more companies are entering international markets. Mattel’s CEO has a challenge to turnaround the downward spiral of revenues.

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Published

2019-09-11

How to Cite

Gilliard, D. J., Hoffman, D. L., & Baalbaki, S. (2019). The Toy Industry Is Declining? How Can Mattel, Inc. Survive?. Journal of Marketing Development and Competitiveness, 13(3). https://doi.org/10.33423/jmdc.v13i3.2239

Issue

Vol. 13 No. 3 (2019)

Section

Articles

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