Magazine article Marketing

Mattel/Fisher-Price Link to Grow Toddler Market

Magazine article Marketing

Mattel/Fisher-Price Link to Grow Toddler Market

Article excerpt

Mattel's merger with Fisher-Price will put it on equal terms with the world's biggest toy company, Hasbro, and should give it a much-needed boost in the pre-school market.

Mattel, whose portfolio includes the world's biggest toy brand Barbie, has essentially bought the smaller company by exchanging 1.275 of its shares for every share of Fisher-Price common-stock.

The deal, due to be completed by December 1, will give the combined group a turnover -- based on last year's results -- of $2.54bn (1.7bn [pounds]). That matches Hasbro's global sales of $2.54bn.

For Fisher-Price, the main benefit is access to Mattel's international distribution networks -- reckoned to be the best in the toy industry.

"For a US company they are surprisingly international," says John Salisbury, editor of World Toy News. Last year 50% of Mattel's sales came from outside the US, while only 25% of Fisher-Price's $690m (430m [pounds]) turnover was international.

Mattel in turn benefits by securing the undisputed brand leader in the pre-school toy market. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.