Barbie vs Bratz: Competition in the Tween Girl Market


Code : COM0006

Year :

Industry : Toys

Region : USA

Teaching Note:Available

Structured Assignment :Available

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The US Toy Industry It was estimated that on an average American families spent about $4009 per child each year on toys. The average for children outside the US was $34. Hence toy makers have been traditionally focusing on the US market. The U.S. toy industry was reportedly worth $20.3 billion in 2002...

Mattel Mattel's vision21 has been to be The World's Premier Toy Brands - Today and Tomorrow. It was launched in 1945 by Ruth and Elliot Handler and Harold 'Matt' Matson. In its early days Mattel operated out of a garage in Southern California. The earliest products were picture frames and dollhouse furniture. Mattel's continued success with dollhouse furniture encouraged it to enter the toy business. Later in 1948, Mattel was incorporated with its headquarters in Hawthorne, California...

The Bratz Challange Toy industry statistics for 2002 suggested that dolls and accessories constituted one of the largest toy categories with over US $2.4 billion in sales. Fashion dolls held six of the top ten positions in the dolls and accessories category. Barbie's rival, Bratz held five of these top ten positions in the fashion doll category in 2002. According to Jamie Cygielman, Vice President of the worldwide marketing for the Barbie brand, the "signs were out there for some time that Barbie needed a change"...

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